I own all three, and in my opinion the Zeiss Victory and Diavari lines are close to the S&B (actually the Diavari has a warmer colour palette compared to a S&B). The S&B is slightly more clear, but a little more sterile picture. The Swaro is part way in between - no target style turrets or decent magnification though. If I hunted, Swaro would be one of my top choices, however the Swaro line is limited beyond hunting.
If target shooting, the new S&B 12.5-50x with 0.25cm per click turrets is pretty amazing.