Something I'd thought about before, actually the last time I was in an IWC boutique several months ago, is that I really like that IWC can offer the consumer the same watch in multiple materials at roughly the same price. Bronze, Steel, Ti and Ceramic. I remember walking out of the boutique and checking the website to confirm this was the case. (My thoughts were that) We've been so conditioning to other brands charging a premium for Bronze, or Ceramic, it was something I really needed to do a double take on to confirm what I was told.