.svg)
For years, the popular narrative has suggested that Millennials are a generation that values...
Gold has been on a tear in 2025 — up 25% year-to-date and nearly 40% over the past 12 months, according to market data measured in USD. This impressive rally has caught the attention of investors and collectors alike, particularly those interested in the luxury watch market where gold plays a significant role in pricing.
Rolex Reacts First — Who's Next?
In January 2025, Rolex raised its retail prices for gold and two-tone watches by up to 14% and 7%, respectively, in Swiss francs (CHF). While this move made headlines, it might only be the beginning. As gold continues its bullish momentum, it's likely other top-tier brands like Patek Philippe and Audemars Piguet will follow suit — especially considering they haven’t made significant retail price changes in the past year.
Currency Matters: USD vs CHF
While gold is typically priced in US dollars, Swiss-based watchmakers set their retail prices in Swiss francs. Due to the strong performance of the CHF against the USD, the gold price increase looks approximately 10% lower when measured in francs — a key detail that may delay or soften immediate retail price adjustments in Switzerland.
The Opportunity in the Secondary Market
One interesting dynamic to consider is the gap between retail and secondary market prices. Despite the rising cost of gold, many pre-owned gold watches on the secondary market continue to trade below retail prices. Platforms like Yourasset AG, which work with verified merchant partners, offer collectors access to discounted gold timepieces — often in excellent condition.
Why It Might Be the Right Time to Buy
For collectors, this creates a compelling opportunity:
-
Buy below retail
-
Benefit indirectly from rising gold value
-
Own a timeless luxury piece with intrinsic value
And let’s not forget the tactile experience of wearing a gold watch — the warm tone, the heavier weight, and the classic aesthetic that never goes out of style.
💛 “Personally, I like the heavier weight of gold watches.”
Final Thoughts
With gold prices soaring and retail prices likely to follow, now might be the perfect time to explore the pre-owned gold watch market. Whether you're a seasoned collector or new to the world of horology, owning a gold timepiece is not only a stylish choice but potentially a smart financial one.
