the fact that they ship at the speed of light. there is one thing though in particular i want to mention. the fact that they will take care of the links if a watch is too big, is just outstanding. not many places will offer such a great service, in fact i found no one who would do it except big apple. when you as busy as most of us are today, this service in itself makes them a 10 for me. when you receive your watch ,it is custom fitted to fit the wrist. this is my first purchase from these guys but it will not be my last 