For nearly a century, the pinnacle of mechanical timekeeping claimed a single postal address: the snow-capped valleys of Switzerland. Yet, in the wings of contemporary high horology, a silent earthquake is reshaping the object of desire for the world's most discerning collectors. Far from the large automated manufacture centers of the Vallée de Joux, the industry's true revolution is unfolding inside tiny ateliers across Greater Tokyo.

In the ecosystem of high-end alternative investments, the so-called passion investments or tangible assets, luxury watches, fine art, and classic cars compete for the preference of high-net-worth individuals (HNWIs) and strategic collectors: Although all three offer protection against inflation, aesthetic appeal, and wealth preservation, liquidity dynamics, maintenance costs, and ease of transaction vary radically across these three categories.

Se existe um setor onde o conceito de "usado" ganha status de investimento e objeto de desejo absoluto, é o da alta relojoaria.

Swatch Group reported higher sales for the first half of 2026, pointing to renewed momentum across its broad watch portfolio after a more uneven period for the luxury and mid-range timepiece market. The update is notable because the group sits across several price segments, from accessible watches to high-end mechanical pieces. That makes its performance a useful signal for the wider Swiss watch industry, especially as consumers remain selective and retailers continue to mana