Actually the five reasons I went with Swarovski...
1.) I read that the coatings are the same on the one Swarovski one inch scopes as their 30 mm tubes...not sure that is true with the Zeiss 1 inch tube scopes compared to their 30mm...(It may be though).
2,) It is the scope Kenny Jarrett recommends. He recommends Leupold as well.
3.) Some of my hunting hunting buddies use them and swear by them.
4.) The local gunsmith is a Swarovski dealer and says they are "the best"...so I knew it was a good choice....I realize "best" is usually subjective. He stated that "they spend twice as much time on the lens' as anyone else". I did not purchase the scope from him though.
5.)It has just been the one I have always wanted...
FYI, I paid $889 including sales tax for the one inch 4X12X50 AV (American Variable)
FWIW, I am sure I would be just as happy with the Zeiss though...as a matter of fact my personal view is that the Zeiss scopes are better looking...
Finally, I am one of those guys that does not always think practical when it comes to buying guns, knives, scopes etc...I have precise expectations with regard to looks, and I like having something a bit different sometimes. For instance, I carry heavy guns in the feild like AR-10's, the LTR, Rem Sendero .300 RUM etc...most of my friends carry sporters like the model seven (love those too) and Browning A-Bolts...have one of those too...(the Stainless in the Common 30-06)...but I like my "different" ones the best. You should see the looks I get when I unveil the AR-10 in the hunting camp. One day this guy asks me if he can take my picture holding the gun...he was the Landowner...bet he'll get one soon.
Keens