Luxury watch market thrives as high-net-worth individuals treat timepieces as alternative assets, with prices rivaling real estate
Executive summary: Handelsblatt published an interview with luxury watch dealer Joram Scher, who sells timepieces costing more than a single-family home, explaining what distinguishes these watches and how consumers can find meaningful pieces at lower price points. It underscores the growing role of luxury watches as alternative assets among wealthy individuals, signaling a shift in how high-net-worth investors allocate capital beyond traditional instruments.
Who is involved: Joram Scher (luxury watch dealer), affluent collectors, high-net-worth individuals, and luxury brands such as Rolex, Patek Philippe, and Audemars Piguet (implied by context).
Likely next: Continued demand for rare and limited-edition watches may drive further price appreciation, while secondary markets and auction houses see increased activity as watches gain recognition as liquid stores of value.
The focal article from Handelsblatt profiles Joram Scher, a dealer who sells luxury watches priced above the cost of a single-family home, illustrating how affluent buyers increasingly view haute horlogerie not just as consumption but as a store of value akin to financial assets. The piece highlights craftsmanship, provenance, and brand scarcity as key drivers of valuation, while noting that accessible entry points exist for those seeking 'life watches' without six-figure spending. This reflects a broader trend where luxury goods are being reclassified as alternative investments amid low-yield traditional markets and wealth concentration.
Timeline
- — Geldanlage: Wer kauft eine Luxusuhr für Hunderttausende Euro, Herr Scher? (Handelsblatt)
Analysis — what this means
Likely next events
- Auction results from Geneva watch sales in September 2026 may set new benchmarks for rare Patek Philippe models
- Christie’s and Sotheby’s to report Q3 2026 luxury watch sales volumes by October 2026
- Swatch Group to release Q3 2026 earnings in October 2026, potentially reflecting demand trends in luxury segments
Sectors affected
- Luxury goods
- High-net-worth wealth management
- Secondary luxury watch market
- Swiss watchmaking industry
Regulatory implications
- EU Watch Trade Guidelines (2024) require provenance documentation for second-hand luxury watches over €10,000
- Swiss Federal Customs Administration monitors gold and precious metal use in watch cases under anti-money laundering rules
Historical parallels
- 1980s Japanese asset bubble saw surge in luxury watch purchases as status and investment items
- Post-2008 financial crisis, demand for Rolex and Patek Philippe rose as investors sought tangible assets
- 2020–2022 pandemic-era wealth growth coincided with 40% increase in pre-owned luxury watch prices (Christie’s data)
Sources
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