I really do not know which color to buy. (Because of the fact that I do not have an Apple store it's a bit hard to get an impression based on photos only).
black - looks classic, clean and smooth looking. But it is not as noticeable as the other colors (Missing "wow effect" of 750$ watch) and Maybe less suitable to fit with other bands.
Silver - a bit boring (just as boring as the silver iPhone XS MAX).
Gold - very prestigious, Fancy and eye-catching.
I am upgrading from a series of 4, black-colored aluminum.
Another way to look at it:
Silver, otherwise known as polished SS, is most traditional for a watch, especially a sport-orientated watch, like a diver. Somehow IMHO does not quite look right on an AW. Perhaps because the AW is not a watch at all: t's a wrist device, that among other features tells time.
Gold is most polarizing. Gold-tone, not as popular as polished SS, is, when used, found on "dress" or fashion watches. Perhaps this is because in the more distant past, gold watches used real gold. In more modern times, due to gold costs, just about all gold watches in the last 50 -70 years are really gold color, not real gold. Perhaps because of that, on anything less than a $20,000 watch, a gold equaled "fake" or tacky.
I think today gold does not mean gold the metal, but rather gold as simply a color. Being older, I wouldn't be caught dead in a gold watch, because to me I would never wear a fashion or dress watch. But I think it looks good on an AW.... just not one on me.
SBSS DLC. While black watches often can look cool, especially military style watches, I've never owned one. Mostly because of practicality: they are less flexible where they can be worn, and black is a coating that can (and does) wear off. Looks bad when the SS under is exposed, IMHO. The Apple coating is newer tech and more fused, and harder than traditional coatings. I think it looks good on an AW, but the Apple back rubber
Color is subjective, so really no one can answer for anyone else. At the end of the day, all that matters is what strikes your fancy.
One good thing about an AW not being a watch: as a piece of tech, it's like your iPhone. A real watch costs thousands of dollars and lasts a life time ... or more: all it does is tell time. An AW you replace like a phone: it's out dated after a year, and unable to keep up with the latest tech after a few years. So, you get to try another color every few years.