Thanks for all the opinions. Sounds like latex is overrated so I'll stick with what I've been using (Conti Race28). As for tires I have a 25 mil GP5000 at the front and back so that's all sorted - happy with the quality.
Bike fit - I've been doing exactly what most of you suggested over the last 4 months - trial and error. Actually managed to resolve a lot issues, some of them big - most importantly pain in my foot soft tissue. At this stage, the only thing that slightly hurts after 2h of continuous pedalling and sitting on the exercise bike is my arse (sitting bones). Riding outdoors - too much pressure in the middle resulting in numb manhood (regardless of saddle tilt).
The LBS I mentioned has a full assortment of Selle Italia and are listed on the manufacturer website as an official retailer and fitter. My understanding is they give you a saddle, you test, they give you another one, rinse and repeat until something is comfy. Reading a little I think I'm looking for a narrow saddle with a cut-out - like the SLR Boost Superflow. The issue is that my current saddle is actually quite alright - for about an hour. So how am I supposed to make the choice after 2 minutes of testing in the shop?
Don't want to confuse you, but saddle discomfort can often be a function of a poor bike fit

Ask 10 people and they'll give you 15 opinions on saddles. Some brands (Specialized, I thnk) measure your sit bones and have different widths. Some places have a saddle library where you can borrow saddles for a couple of days to try them out. No easy answer here I'm afraid.