I want to jump in here. I own Bathys Hawaii and we've used both ETA movements and Sellita movements extensively. Hundreds of each. They are basically equal in every way. I would say the anti-shock on the ETA is better and the Sellita tend to have a better rate.
This is literally a Ford vs Chevy thing.
Or Coke vs Pepsi.
Amsoil vs Mobil.
Bridgestone vs. Michelin.
Apple vs Windows.
Army vs Navy vs Air Force vs Marines
Bears vs Packers
Collingwood vs Carlton
quartz vs mechanical
Ferrari vs Lamborghini
and I could go on and on...
However now ETA has restricted access to movements - and even spare parts have become very hard to get for ETA pieces. Watchmakers are freaking out.
ETA, as part of the Swatch Group is unquestionably moving the "Swiss Made" automatic movement WAAY upscale as they start to see less men wearing watches in the future. When I go to Baselworld I can walk right into the booth of Selitta and make an appointment and meet with the President Mssr. Garcia and he is affable and helpful. Even getting an appointment with ETA at the Basel Fair when you're a small-time player like Bathys Hawaii is not possible. My Swiss partners can and do have meetings; but no one will take time to speak to me personally. That's fine. I eat a few chocolates, ogle their hired model/hostesses and I'm out.
I look back at Ariel's initial post and he was spot on.
Making automatic movements that WORK is hard stuff. I give props to both ETA and Sellita as they both do great work. The ETA 2892-2 we used in the Benthic Pro Diver is sweet - no doubt! This is simply a business decision by Swatch Group - nothing more.
As we wean off of the ETA teat, please have some kindness for Sellita - I know them personally and they have the 'average watch lover's' interest at heart. I support them fully and I hope the WUS community will too. I'm not trying to make it a good guy/bad guy thing - I think most Swatch brands will move more upscale (except Hamilton) - and Sellita will step in and largely take up production for the non-Swatch group brands. Just different strokes for different blokes.
(I note that back in 2010 when this thread began the word here was that is was <<seulement ebauche>>, but it was around that time that those of us in the industry heard it was going to be movements as well - which is what it has become now. C'est la vie.)