Good choice. Like the IWCs but my preferred lineup is their Portuguese range, although I must say the Longines Master (3-dial chrono particularly) is very elegant. Although the hottest one outta there is the New TAG Grand Carrera.
Some weeks ago I had to go to Milan and booked into the Bulgari hotel... my choice everytime I have to go there. Arrived at about 1 AM after my plane got delayed by fog. Anyway, arrived to the hotel very tired, and upon check-in the concierge lady (correction: babe) said to me "...oh, maybe to cheer yourself up from such a nightmare trip, maybe you could consider this new gents watch from our new 08 lineup..." (it was an Assioma chrono) adding "...and, of course, I can give you a 1.5K Euro discount so you can enjoy it right away..."
Needless to say, I said "not on this occasion, but thank you..."