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@VanUden
PVD coating needs to be done to a particular quotient of Vickers (hardness of coating) for it to be effective and not all companies that offer PVD will offer this.
I'd put money on it being way above the value of the watch if we're talking say 50 Seiko pieces for a group buy even if the Seikos were originally £200 a pop. Manufacturers are doing it with thousands of pieces so they can offset the cost in the retail price. It's a pretty expensive process, not remotely like anodising for example. I'd be happy to be proved wrong though.
Here's my MWC beater with a Seiko N15 movement. Just back from being given nuclear lume, it now glows all night and even in dim light - spooky: