After all, a wedding ring is a piece of jewelry you will be wearing every day for the rest of your lives. And when it comes to choosing a style, a growing number of couples are opting for platinum. In fact, an independent research study found that 76 percent of brides would only consider platinum for their engagement and wedding rings. Why is it so popular? “The metal has a cool, elegant quality and a timeless beauty that appeals to both men and women,” says Roberta Morton, president of Tiffany, Short Hills (973-467-3600; tiffany.com). Other reasons it’s fashionable:

It’s Durable The staying power of platinum is what draws most couples to it, says Michael O’Connor, a jewelry and style expert and a consultant to the Platinum Guild. “It’s a dense metal, so it won’t wear down,” he explains. That also means that any patterns or engravings on the ring will last longer.

It’s Rare Platinum is 30 times rarer than gold, making it the most precious of all the metals. “The gift of platinum is special and unique—just what you’d want on your wedding day,” says David Stone of Fine Jewels in Millburn (973-912-9640; nancyanddavid.com).

It’s Pure While white gold is cheaper, it’s not as pure as platinum. “All gold when mined out of the ground is yellow,” explains O’Connor. “It is then mixed with other alloys to make it white.” That means that a white-gold band will always have a tinge of yellow to it, and will even have to be treated to make sure it doesn’t return to its natural state.

Showcase Your Stone Platinum’s natural white luster enhances the sparkle of diamonds and other gemstones. A white- or yellow-gold engagement or wedding ring will cast a yellow color onto the stone, taking away from the purity and radiance of the diamond (or whatever stone you choose).

Easy to maintain “While both white gold and platinum scratch, polishing platinum does not remove nearly as much metal from the ring as gold when bringing it to a high luster,” says Stone. “Platinum will also retain its luster longer and will not scratch as easily.” To clean your platinum ring, simply use a mild soap solution and warm water. Then use a soft cloth for drying.

It’s hypoallergenic Yes, you read that right. Platinum is naturally hypoallergenic, making it perfect for people with sensitive skin.