Yes, hit post before finished. I was on a long, boring conf call, multi-tasking...
Meant to say I've never owned a black watch, until the AW DLC, because traditional PVD coatings can scratch or chip off. The DLC process used on the AW is tougher than traditional PVD. Also, unlike the flat black of most PVD coatings, DLC has a pencil black/grey color that is somewhat translucent, allowing the character of the base material to show through in certain lighting.
I've learned a little bit about various coatings used on watches, which is why I haven't bought one... until the AW that is. The closest i've come is with Damasko. Actually I guess I have owned a coated watch before the AW: Damasko uses their process on their bezel inserts.
I'm not sure how many G-Shock's use PVD, but the GW-5000-1JF uses DLC on the SS. Only the case back is visible.
As for Fossil... nothing they make has ever interested me. But no "mall watch" ever has. They probably don't even use PVD for their black watches: probably just dip in paint

! They DID buy Zodiac; but they have, from what I've heard, had the good sense to leave that alone. So Fossil does not actually MAKE Zodiac watches. Thank goodness! From the perspective of many dive watch enthusiasts, Zodiac is Fossil's only "real" watch.
Actually I guess I do own a "mall watch" now: the AW. Well, that's not quite true: I guess you could include G-Shock in with mall watches. Although I've never bought one of those from a mall.
Forgot where I was going with the strap comment.... I like the AW rubber, and it looks good on the DLC AW. I've got an Erika's Original on mine, and a Jack Foster leather. These are strap makers for traditional watches, popular with the mechanical watch crowd. I'd bet no one who owns a Fossil ever heard either.... While they greatly improve the AW in many ways, something is not quite right. The width of the AW IMHO, needs the straps to taper in. Like the AW rubber. I don't think Erika's can taper.
Anyway, thanks for the catch.
Here are two pics (borrowed) of Erika's MN nato's for AW:
View attachment 823236
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The SBSS is glossy, or polished, vs. flat black, like typical PVD. In some lighting it can look jet black, but in other situations there is a hint of the SS behind it.
As a "55+" man, I was also torn between the SBSS and polished SS. I thought the SBSS with the black rubber looked like a fitnesses tracker. That seems to be OK with the 20 somethings in a business setting these days, but not a look for me anyway.
A few things swayed me to the DLC. First, all my mechanicals are SS: polished, one Damasko (more gray), and a few brushed. I don't want a scratched black case... IMHO looks beat up more so than scratches on SS. The DLC process Apple uses changed my mind on that, enough to give it a try. Second, I plan to use my mechanicals for more formal business occasions. Like suit and tie, evening meetings and business dinners, etc. So a black AW for regular use fits in. Third, the SBSS can me made to look less "fitness tracker like" with a non-Apple strap options.
The SBSS DLC case is not same as any iPhone, as far as I know anyway.
One more thing to consider: AW's are not "keepers" as in the mechanical watch sense. They are not heirlooms. You'll probably upgrade on a cycle similar to your iPhone.
So which ever one you choose, it's for a few years, or less, if you really don't like it.