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Real Estate vs Rolex: Where would you put your money?

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GUEST – Michael Zahariev - Co-founder of Luxity

Forget what you were taught about property being the ultimate safe haven. While many South Africans still treat real estate as their investment holy grail, a growing number are adding a timeless, tangible asset to their portfolio: luxury watches.

Imagine buying a Rolex today and three years later, it’s worth more than you paid for it. That’s exactly what's happening, with resale values climbing from 87.5% in 2021 to 104.9% in 2024. “This means they’re not just holding their value but appreciating beyond their original retail price,” says Luxity co-founder, Michael Zahariev. “Meanwhile, your property portfolio is probably losing value faster than you can say ‘bond repayment’.”

Academics are backing this up: A recent Swiss study found that luxury watches not only carry less risk than most traditional investments, but also deliver higher returns. Compared to property, a Rolex Submariner starts to look like far more than just a status symbol
29 Sep 2025 5PM English South Africa Business News · Investing

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