I own a Gucci watch with PVD coating and it has the most scratch resistant watch coating that I’ve ever seen, and the coating is still exactly like it was when I bought it, with over 10 years of ownership…and it’s a fashion watch, it’s definitely not “high end” at all.
However I’ve seen a ton of PVD/DLC (whatever they call it, it’s basically the same thing) Apple Watches that look horrid after only a few months of use…and there’s this photo going around now of the blue pro titanium iPhone 15 which looks nightmarish. Not sure why Apple can’t seem to get this right. I would definitely opt for the “natural” finish, as it would probably (although counter intuitively!) be *more* scratch resistant. Though from earlier posts looks like it’s still got a coating. What was their reason for not using anodization, I wonder? Probably some greenwashing mumbo jumbo?