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Bulgari

It's plated.

 

I'm not sure if it's rhodium plated or plated with something else, but it is plated to give a whiter effect.  Supposedly, the coating shouldn't wear off in normal use, but it can be scratched off if the watch gets severely scratched (such as contact with concrete from falling off a bicycle).  I am not speaking from experience, but I do think this is one of the nicest versions of the watch that Bulgari made.  

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