Whatever you call it—Everose gold (Rolex), pink gold (Vacheron Constantin), king gold (Hublot)—versions of rose gold were everywhere at Watches and Wonders 2024. Patek Philippe artisans hand-carved delicate designs in the metal alloy all across a 171,500-Swiss-franc ($188,502) grand complication watch; Baume et Mercier introduced 18-karat rose gold on an 18,500-franc Riviera model; and Parmigiani put it on a 135,000-franc chronograph with an umber-colored dial.
“It is interesting how the manufacturers have been pushing rose gold,” says Eric Wind, founder and owner of Wind Vintage, a dealer in Palm Beach, Florida. “Jaeger-LeCoultre has only made rose gold and not yellow gold watches for about the past decade.” While Wind and other vintage dealers have noticed more of a surge in interest in yellow gold on the secondhand market, watchmakers are clearly thinking pink when it comes to their new models.