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freddo-
From my understanding of white gold used in jewelry, its actually an off white colour due to the other metals in the alloy. To get round this, white gold is normally plated in Rhodium to give it a bright colour. If you're going to plate the watch in Rhodium to get the final colour, why bother using gold in the first place?
I agree it looks fantastic but why spend £20k+ on a gold watch when they wrap it in a different metal because the colour of the gold is crap?
EDIT: Maybe Rolex have a way to avoid using copper and other alloys in their white gold so don't need to Rhodium plate but I can't find any evidence that they do it differently to other white gold manufacturers.
Stonehedge
Yellow gold Day Date 40 or White gold Pepsi GMT?
Day Date every time. Because you don't buy a gold watch to look beautiful. You buy it to look like Del Boy.