About Precise® White Gold

Precise® White Gold is the most significant developement in Gold in the past 70 years. Precise® White Gold by W.R. Cobb is the white gold with no excuses. Just a light buff restores a ring to its showroom brilliance.

Our innovative Precise White Gold ensures your ring will remain bright white for years to come. Precise White is a patented gold that doesn't need rhodium plating yet it retains its prestine whiteness without the high cost of platinum.

Unlike other white gold products it requires no rodium plating which can wear off over time. No need to explain to consumers why their ring is turning yellow and is not really white. Rhodium is commonly used on all white gold to cover the natural yellowish color of gold for a more pleasing white color. Rhodium plating usually adds approximately $5 to $15 to the retail price of a typical ring. Thankfully Precise® White Gold does not need to be rhodium plated.

Also, Precise® White Gold has been developed with the consumer in mind. As some have a sensitivity to the nickel in traditional white gold, Precise® White Gold was created to minimize this sensitivity. Accordingly, Precise® White Gold performs better in every measure.