PVD is the treatment given to these models. Rolex doesn't do it, but a British company does it on gens
http://www.discoverprohunter.com/collection/. You may have noticed the trend is up for PVD, even Jennifer Anniston (spelling?) wore a PVD Millie on her last photo shoot. In truth, when PVD is done right, it actually protects your watch. The expert on RWI for this is definitely (IMO) Fakemaster. he posted extensively on the topic of PVD and makes the best looking PVD watches around; I purchased his first matte PVD sub... it's absolutely stunning. I will soon post pictures to show how great the finish holds out... I have taken it in the field, on 20+ mi marches, doing PT, carying loads, you name it... and it not only still ticks like a charm... IT LOOKS THE SAME WAY IT DID WHEN I FIRST GOT IT!! I very enthusiastically recommend you check Fakemaster's posts about PVD and contact him to ask him to make you one... you will not regret it!