Updated on December 18, 2025.
Gold has continued its strong upward momentum in 2025, trading up 65% Year-to-date and 130% over the past five years. The strong performance in 2025, outperforming most other asset classes, has caught the attention of investors, producers and luxury watch collectors alike. In the luxury watch market the price of gold plays an important role in pricing.
As macroeconomic uncertainty persists, demand for tangible stores of value remain strong. Gold continues to reinforce its position as safe haven asset and store of value. This has direct implications for luxury goods for which production costs rise with increasing precious metal prices.
In 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 was followed by many other brands rising prices for their Gold and precious metal watches and jewelry. It is highly likely that luxury brands will continue to increase prices beyond the normal price increases to maintain their margins.
Going into 2026 it will be interesting to follow the price adjustments by the brands for their precious metal watches and general collections. The effect of the 15% tariffs on imports into the U.S. market may also not yet be fully reflected in the brands pricing strategy.
Gold is usually quoted in U.S. dollars, while Swiss watch brands set retail prices in Swiss francs (CHF). Due to the Swiss francs strong performance historically, especially in 2025 when it rose by 13% vs the USD, the recent increase in gold watch prices appears less pronounced when measured in francs.
This currency dynamic may delay or soften immediate retail price adjustments in Switzerland. However, we expect luxury brands to increase prices, focusing on the U.S. market and other markets priced in USD. Further increases in raw material prices will put pressure on luxury brands to maintain their margins.
Despite higher gold prices and rising retail prices of luxury watches, most pre-owned gold watches continue to trade below current retail prices on the secondary market. This disconnect creates a particularly interesting opportunity for collectors and perhaps even investors looking for diversification into alternative hard assets.
Yourasset working exclusively with verified merchant partners in Switzerland, provides access to a wide range of pre-owned luxury watches in precious metal that trade at attractive discounts relative to retail prices and in general have not appreciated in price along the rise in precious metal prices.
While rising gold prices typically lead to higher retail prices over time, the secondary market often lags behind these movements. As a result, many pre-owned gold watches currently trade closer to their underlying material value than their original retail pricing would suggest.
As illustrated above, a gold watch’s total price is composed of multiple layers: intrinsic gold value, manufacturing and craftsmanship, brand positioning & status, and retail premium. When secondary-market prices remain stable or even come down moderately while gold prices rise, the relative value proposition improves. For collectors and investors, this can translate into reduced downside risk and greater alignment between material value and purchase price.
And most importantly it presents an attractive buying opportunity for Gold watches in general, be they New or Pre-owned.
For collectors and investors evaluating the current market environment, several factors stand out:
Examples include pre-owned gold models from Rolex, Patek Philippe, and other luxury brands — many of which remain available at levels that do not yet fully reflect higher material costs.
And beyond the numbers, there is the tactile experience: the warmer tone, the heavier weight, and the unmistakable presence of gold on the wrist.
💛 “Personally, I like the heavier weight of gold watches.”
For collectors interested in exploring current opportunities, a curated selection of pre-owned gold watches from verified merchants is available on Yourasset, including models from Rolex, Patek Philippe, and Vacheron Constantin.
With gold prices at elevated levels and retail watch prices likely to follow over time, the current market environment presents an attractive opportunity to explore new and pre-owned gold watches.
Whether you are a seasoned collector, investor or new to the world of fine watchmaking, gold timepieces offer a combination of craftsmanship, material value, and enduring appeal — qualities that remain relevant regardless of market cycles.