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Luxury-watches are good in prosperous times—and even better in challenging times

Cyclicality makes selected watches good in prosperous times—and even better in challenging times.

Economic Cycles, Interest Rate Cycles, Technology Cycles, Commodity Cycles, Construction Cycles, Credit Cycles, Demographic Cycles… There are more cycles than in the Tour De France.

Counter-Movements and Corrections

Financial markets are marked by numerous cyclical trends and assets that often move in opposite directions. When uncertainty surrounds the stock market or if there’s a belief the dollar will weaken, investors seek refuge in gold. When interest rates rise, equities tend to suffer. Most recently, investors have positioned themselves for falling interest rates and economic expansion—buying equities that have already delivered strong returns. But what lies ahead when the equity markets are overbought?

Looking at the major indices, most are currently at higher levels than the peak of the significant bull run in 2021—which, as we know, was followed by a sharp correction. As with anything that ascends rapidly without corresponding changes in fundamentals, a return to earth is to be expected. At present, stocks are trading at lofty P/E ratios and unrealistic multiples, and we are hovering near a technical pattern known as the Hindenburg Omen.

The last time we witnessed a significant downturn in equities, many investors turned their attention to watches. Prices soared to unprecedented levels, and watches became a safe haven—until they, too, became overvalued. Yet selected brands outperformed all equity indices for nearly two years.

We are currently seeing a marked increase in turnover among retail customers compared to the same quarter last year. Many of those who recognized the signs last time are now significantly increasing their positions in Urhandleren Invest. As of this writing, approximately 300 watches are in stock—primarily Rolex, Audemars Piguet, and Patek Philippe.

WHERE IS THE POTENTIAL?

We don’t claim to call the top or bottom of the stock market—that’s a task best left to those far more qualified to speculate. However, we can observe that the broad equity indices appear to offer limited upside over the coming years. In contrast, watches remain historically undervalued, driven by record-high demand.

Our perspective on the equity markets is discussed and commented on by Søren Kristensen, Chief Economist at Sydbank in episode 4 of our podcast (Danish). You can listen on SpotifyApple podcasts, Podimo or wherever you get your podcasts. You are also welcome to watch the full conversation on Youtube.

EVERYTHING AS USUAL

The Mærsk share can rightly be considered one of the crown jewels among Danish blue-chip stocks—one of the largest and most liquid equities on the market. Naturally, its consistent dividend payouts must be taken into account. Beyond that, however, it has weathered sunshine, storms, and cycles—only to return, over the past 25 years, to its long-term average.

Reversion to the Mean, Regression Toward the Mean, or simply What Goes Up Must Come Down—a beloved concept by many names. Yet whether it’s a cycle or a trend grounded in fundamentals, history has shown it tends to repeat itself over time.

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