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It as a tough call. They're so very close for me, even though they are also very different.
The S-Class has a little more refinement in the ride and general feel of the car, which is most noticeable when it comes to minor pavement chatter. In the grand scheme of things it's hardly detectable unless you're looking for it. And I got comfort-oriented tires, which helped close the gap even further, but it's still there, if you're trying to feel for it.
I like the interior design of the S-Class a smidge more as well, and I like how it looks from the front better, it has more presence from that angle.
However, the BMW is faster, handles better, drives better, has more features, looks better from the side and rear, and has a more modern and youthful interior design. Even though I slightly prefer the S-Class interior design, I can appreciate the advantages of the 7-Series' interior design. The quality of the interior is equal between the two, in terms of craftsmanship and material quality.
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