Yourasset Combines the Emotional and Rational Aspects in the Purchase Decision of Your Next Luxury Watch

The visualisation is our interpretation of the famous Mastercard slogan: For anything else, Mastercard.

When purchasing a luxury watch or other luxury asset, customers weigh emotional and rational considerations. The exact balance between the two is personal and is up to each individual.

Emotional aspects

Emotional aspects often serve as the starting point for a luxury watch purchase. They range from the reason behind the acquisition, such as a special occasion, such as a promotion, marriage, anniversary, birth of a child, or birthday, to the history of the brand, the craftsmanship of the product, its status, and the sense of belonging to a community of like-minded individuals.

Luxury watches can hold a high level of emotional value due to their mental connection to special events, gifting and the memories made with the watch on the wrist. Over time, these emotional connections transform a watch into a personal symbol of identity, achievement, and passion.

“As the product of ancestral know-how and an immense body of work, a Patek Philippe creation is also distinguished by its value. Its financial value… but also the emotional value that a Patek Philippe typically acquires in the eyes of its owner.”
— Patek Philippe

Rational aspects

Alongside emotion, rational considerations play a critical role in the decision-making process. These include financial aspects such as the value of the watch and its market dynamics. Is the market value higher than the purchase price? When a watch trades above retail, it increases demand and desirability, often resulting in long waiting lists for highly sought-after models such as the Rolex Daytona, Submariner, and GMT-Master, the Patek Philippe Aquanaut and Nautilus, or the Audemars Piguet Royal Oak.

The importance of the value and investment aspect for a buyer becomes particularly evident when the purchase price can represent multiple times the monthly gross salary, let alone the monthly disposable income. Rational thinking, therefore, reflects a form of due diligence: carefully evaluating how the many hours already worked, or yet to be worked, are allocated into an asset.

Where Yourasset comes in

Yourasset strengthens the luxury market and its customers by combining the emotional appeal of fine watches with technology and financing options.

Customers can pay for their next luxury watch over a period of 12 to 60 months and purchase it directly from a Yourasset brand or merchant partner. Yourasset handles the financing process, allowing dealers and customers to focus entirely on the emotionality of the watch and the purchase experience.

A timeless passion, a smart investment.
Enjoy Your Asset.