The S-Works line appeals to a certain type of rider.
Do you weigh your coffee beans with a carbon fiber scale before brewing? Do you use words like "proprietary" and "torsional stiffness" to describe your toothbrush? Do you find yourself racing co-workers up the stairs completely unbeknownst to them? If so, you're in good company. S-Works is the pinnacle of everything we're capable of. No expense is spared, no ideal too abstract, no design too extreme. An accountant from finance once told us we needed to rein in spending for S-Works development; he walked back upstairs with a black eye. Not that we have anything against bean-counters of course, they're some of our best customers. More importantly, S-Works is where innovation and design are pushed to the limits. It has to be though; when our R+D team is composed of riders like Mark Cavendish, Craig "Crowie" Alexander and Christophe Sauser, the stakes are pretty high. Above all else S-Works is a standard; if it's not the best, it gets tossed aside. Our dedication is relentless, some would even say borderline obsessive. We're not offended though, they're probably just the ones that we beat up the stairs.