Originally, I was going to get the Silver SS. My previous Apple Watch was silver SS (Series 0), and I liked the look.
And then I saw a few unboxing videos--the gold sang out to me. I liked how understated it was; it's easy for gold to look gaudy. This is more of an antiqued color, and it's gorgeous.
So when I walked into the Apple Store on Launch Day to get a battery replacement, I asked if they had any Series 4 left, expecting none. To my surprise, though it was well after 3 in the only Apple store in the state, they had a handful, and I seized up on the gold. I thought about exchanging it later (not that there would have been anything to exchange it with, of course), and though I've got to change up my extensive band selection a little, I'm glad I made the choice.