Asking Swiss People: Do They Invest in Gold & Silver?
Do Swiss people invest in gold & silver? I went on the streets of Zurich to find out.
Switzerland has long been synonymous with wealth, precision, and of course, gold. In the third quarter of 2024 alone, the Swiss National Bank reported a remarkable $6.5 billion profit, with $5 billion of that coming from the rising value of its extensive gold reserves—over 1,000 tonnes, placing Switzerland firmly among the top global gold holders.
This affinity for gold extends beyond the bank’s vaults. Around 70% of the world’s gold is refined in Switzerland, a statistic that underscores the country’s central role in the global gold trade. In 2023, Switzerland exported nearly $100 billion worth of gold, making it one of the nation’s leading exports. Even beyond its economic impact, gold holds a cultural significance here: a 2019 survey revealed that Switzerland ranks second globally in per capita gold demand, with nearly half the population viewing gold as a preferred investment.
In this video, in one of the world’s most expensive cities, I spoke with Zurich’s residents to uncover their thoughts on gold, silver, and mining in the modern era. Do they still see it as a timeless store of value? Would they consider investing not only in gold itself but in the companies responsible for mining it?
