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US jewellery, watches sales up by 4.4 per cent year-on-year

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Sales of watches and jewelry in the US showed further signs of growth in December 2024, up 4.4 per cent year-on-year, according the latest figures from the US Department of Commerce. But there’s been a marked slowdown since the 10 per cent increases of last September and October.

November saw sales up by just 3.0 per cent, revised down from 5.8 per cent based on actual through-the-till transactions rather than estimates. October has been revised up from 9.7 per cent to 10.0 per cent.

The average monthly year-on-year growth for the full year is 5.4 per cent, so December was little below par. Having said that, it was the 15th consecutive month of growth after a long period (the end of 2022 and much of 2023) of falling sales.

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WGC REPORT–Gold Demand Trends Q3 2026

Year-To-Date Demand Of 3,881t Virtually Matches The 2025 Record, While Its Value Has Reached A New High Of US$566bn

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Total gold demand, including OTC investment and stock changes, was 1% lower y/y at 1,369t. Year-to-date demand of 3,881t virtually matches the 2025 record, while its value has reached a new high of US$566bn.

Key Highlights

Central bank buying jumped to 321t in Q3, led by China and Poland. The strong quarter lifted year-to-date demand to 675t, 6% ahead of the same period in 2025.  

Global gold ETFs added 211t in Q3, in a sharp reversal from Q2 outflows. Broad-based buying took holdings to a record 4,256t and generated a record US$31bn of quarterly inflows.  

Bar and coin investment fell to a four-year low of 268t. Rangebound prices discouraged fresh buying, although year-to-date demand remained at a 13-year high.  

Gold jewellery consumption fell 17% y/y to 313t, the weakest third quarter in our data series. High prices constrained affordability across all markets, but the value of demand edged 2% higher to US$43bn.  

Total gold supply slipped 1% y/y to 1,369t. Record third-quarter mine production of 1,071t was offset by an 8% fall in recycling to a three-year low of 314t.  

2026 Outlook
We expect continued gold ETF inflows and resilient bar and coin buying, together with robust central bank purchases, to be the principal drivers of overall demand growth. Technology demand should remain firm, but elevated prices will continue to weigh on jewellery volumes. Mine production could reach another record high, but subdued recycling is expected to result in a modest decline in total supply.

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