I think this thread is quite revealing.
Some contributors seem to find it difficult to accept that IWC has had systemic problems with both the 89361 and the 89365 movements, which are both very similar.
Other contributors have revealed that Authorised IWC agencies have tried to give them nonsensical excuses to avoid dealing with their movement problems.
I do not know whether the difficulties with the 89361 and 89365 are due to a design problem or a factory adjustment problem. My own hunch is that it is a bit of both but with, perhaps, more contribution from unreliable factory adjustments and quality control.
Column wheel chronograph movements require more careful adjustment than equivalent cam based movements. That is one of the reasons (along with price) why the Valjeux 7750, a cam based movement, is so popular with watch manufacturers including, of course, IWC.
In addition, the fly back feature also requires careful adjustment at the factory. It is interesting that, as far as I am aware, ETA do not offer a flyback version of the 7750; watchmakers who want to have a flyback feature with a 7750, have to rely on outside module makers to modify the 7750.
In my case, when I originally sent my 89365 based Spitfire watch back to the factory because it was freezing when used with the flyback function, it was returned unfixed! This suggests that the factory did not have sufficiently trained quality control people or procedures to pick up the problem of the movement occasionally freezing when the flyback feature was used.
On the second time that the watch was returned to the factory, IWC replaced the movement, but when the new movement watch was returned, the chronograph seconds hand still did not return to zero reliably (as much as + or - 5 seconds off). This, by the way, was also a problem with the first watch. The new movement still very very occasionally froze and had stiff chronograph push buttons.
All of these problems have been reported by others on the forum.
Finally, when I was in Zurich, I went into the Zurich IWC boutique. The salesman said that the way the chronograph needle was off centre was normal with a mechanical chronograph! I insisted on seeing the resident watchmaker.
I was lucky to find a properly trained watchmaker to talk to. He took one look at the watch and said that the watch chronograph controls needed properly adjusting which would eliminate all the problems and he would personally see that it was done.
He was good as his word. When I got my watch back from the factory via him, the chronograph seconds hand properly now goes back precisely to zero and the chronograph push buttons are easier to use and have a consistent feel to them. The movement never freezes when the flyback function is activated.
I therefore suspect that the problems with these movements are partly a factory adjustment and quality control issue.
I should add that it is a pity that IWC sales agencies do not have better trained sales staff. From this thread, it is quite clear that many less experienced purchasers who had problems with the watch movements, have been given all sorts of silly stories so the salesman can avoid admitting that the watches in question had a problem.
Patek Philippe take another approach. In their house magazine sent to all customers, they admitted that for a number of their movements in the 1970's (350,335,310)the watch automatic winders and gears were not sufficiently reliable.
I think that brands that are open and admit their problems when they have them, gain the confidence of their customers.
In my own experience strong brand loyalty can come out of well handled difficulties. I do not think that IWC has particularly covered itself with glory in this instance.
Let us hope that the IWC factory adjustments and quality controls are now up to the challenge of making watch movements that, when properly adjusted, are amongst the best available.