Yeah, that's not surprising at all. A common application is to make material that's intended for repeated, high-friction, metal-on-metal contact
even more durable and resistant to wear/corrosion. The coating is practically indestructible sans specific chemical or laser stripping processes.
Anyone who likes to get all flamboyant with their firearm parts also knows about the method well. It's used for the same application as above, but also just to make things look cool and customized.
The key for this particular application is to match Rolex's particular gold tone, which who knows if VSF will manage to do so or, instead, go right back to cheddar cheese.