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I agree with others points - more exclusive, more rare (fewer made), fewer options in platinum, and harder to machine.
One point missed is that Platinum is .950 while gold is .750, so that has to be factored into the strike price math.
Finally, I think all watch brands will continue to place platinum at the top of their watch pyramid just because of perceptions and the pure quality feel (heft) of wearing platinum vs anything else.
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