Why do you keep saying the Apple Edition Watch Edition (Edition) will be gold-plated? It has been stated by Apple that it will be made of gold. Just the raw materials for the case will cost several thousand dollars, so why try perpetuating the myth that it is going to be plated in 18k gold, when Tim Cook stood on stage and stated that their metallurgists have come up with a process to make the gold case harder?
Their own website states that the case is made from 18k gold: http://www.apple.com/watch/apple-watch-edition/
So please stop spreading the myth that it is gold plated. You've done it at least twice now.
Also - if you are going to compare the price against a Rolex, why pick a stainless steel one? They do make gold watches too, you know. Scared that people might see the $15,000 price tag of the Rolex and say "oh, that Apple watch might not actually be all that expensive when compared to other watches made of the same material, after all"?
(In other news: Apple has a team of metallurgists? That's pretty cool in itself)