Tick-Tock: Time to invest? : A Study of the Investment Performance of Luxury Watches versus Traditional Assets

Abstract: Background: This study discusses the phenomenon of luxury goods as investment assets,focusing on luxury watches in particular. The rise of globalization and increased wealth,particularly among the middle and high-income groups in developing countries, hascreated a larger potential customer base for luxury items. This has led to an increasing interest in luxury goods as investment assets, including collectibles such as cars, art, andwine. The recent development of online niche marketplaces for luxury goods has enabledthe systematic collection of data, facilitating research on Veblen goods as alternativeinvestment assets. Therefore, it is interesting to analyze the financial performance ofinvestments in luxury watches as compared to traditional assets. Purpose: The purpose of this study is to analyze the comparative performance ofinvesting in luxury watches versus traditional assets such as equities and bonds. Methodology: This study collects data on luxury watch prices and characteristics. Thehedonic pricing method is used to regress the price of the watches on their characteristics.The regression results are used to analyze the price impact of the characteristics, as well asto create a watch price index. In order to evaluate the index performance, data is collectedfor the MSCI World Index and the Bloomberg U.S. Aggregate Bond Index. For all the indices, the financial metrics of the Sharpe ratio, Treynor ratio, CAPM, and Jensen’s alphaare calculated. Conclusion: This study suggests that luxury watches, with their wide price ranges and high resale value, have been a viable option for portfolio diversification during thestudied five-year period between 2018 and 2023. The watch index yields an averagereturn of 2.01 % and a cumulative return of 49.35 %, outperforming the MSCI World Indexwith average returns of 1.38 % and the Bloomberg U.S. Aggregate Bond Index with -0.01%, and cumulative returns of 31.90 % and -0.15 %, respectively. The watch index alsooutperforms the compared indices in terms of the financial metrics Sharpe ratio, Treynorratio, CAPM, and Jensen’s alpha. The results suggest that the most important valuedrivers for luxury watches are: Brand (Audemars Piguet, Patek Philippe, and VacheronConstantin), Features (Chronograph, tourbillon, and rotating bezel) and Case Material(bronze, rose gold, and yellow gold).