Addressing a thread I posted about how titanium can scratch easier than stainless steel, Ulysses writes:
The author of that "guide" is misinformed. Apart from the fact that Citizen and Seiko are not "low-end" brands, the Japanese, being well aware of the short-comings of titanium, treat most of their titanium watches with a tough coating that is around five times harder than steel. In other words, scratch-proof; you could grate a steel watch on these coatings like a piece of cheese. I personally like the weight of a steel watch (and the price) but titanium is a viable alternative if you don't like excessive weight. Only the very cheapest and/or oldest models of titanium watches lack such a coating - that, and watches of Western or Chinese origin tend to skip the coating altogether unless you're willing to pay Swiss prices.
It's the same with ceramics - if you buy cheap or fashion watch brands that use these novel materials the chances are high that they're shoddily implemented.