The Semiotics of “Rose Gold”

Am I the only one to see the yet-to-be released iPhone 6S Rose Gold as Red Gold or Rolex Everose ?

Rose gold, however, has quite a different symbolic valence. Deliberately adulterated, it is gold that has an inclination to be something else. Rose gold is perverse. Unlike yellow gold—but like its cooler cousin, white gold, which is an alloy with nickel or manganese that has also risen and declined in popularity throughout the years—rose gold is subject to the vagaries of fashion. The desire it stimulates is inherently temporary. In rose gold, a substance of enduring value is transformed into a consumer item with the half-life of all things modish. Rose gold is decadent. It is gold for people who already have enough gold gold.

For the sake of colour-comparaison, here are three watches in different gold cases :

From left to right : Patek 1518 (rose gold), Cartier Santos Dumont Squelette (red gold), Rolex Day-Date (everose gold)
From left to right : Patek 1518 (rose gold), Cartier Santos Dumont Squelette (red gold), Rolex Day-Date (everose gold)

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