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I guess its a bit like wearing a Grand Seiko and most people thinking you're wearing a £100 watch.
I do sort of understand it. I even admire it in a way. I just can't quite get my head around using a diluted precious metal to make something and then covering it up with something cheap to make it look like a precious metal.
EDIT: ..and then charge the same or more than if it was made from the pure precious metal.
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.