Rolex Platinum - The Ultimate Profit Margin?

[tomchicago]

I was shocked to see what little premium there actually is to physical platinum over gold versus what Rolex charges for their timepieces. Platinum costs only 4% more than gold on the global metals market! Are platty Rollies The Ultimate Profit Margin?:

$57,600 for the platinum and $32,550 for the white gold day-date.
In the ddII, $74,300 for the platty and $37,550 for the white gold.
Market price for gold is approx $1209/oz and only $1261/oz for platinum!

Is there some other reason for the wide disparity relative to actual market price of the metal besides marketing-generated exclusivity and wider profit margin?