'NEVER BUY GOLD!' Asking People on the Street if They Invest in Gold or Not

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?

[dleetr]

First rule of holding gold, "no, i don't hold any gold".

[ken-kw]

This is a breath of fresh air as we listen to general folks rather than listening to the same people with the same view. Great idea and great Job, Antonio, as usual.

[alfredlear]

I love these people not wanting gold.
They're the exact ones I expect to push the price up to the stratosphere when reality sets in.

[billspencer]

The Swiss have forgotten about Gold.
-
Very sad.

[BatmanBoss]

People have been brainwashed against gold

[demri]

Real gold and silver with intrinsic value----"weird, risky, outdated"

Paper currency backed by nothing with pictures of please!"

[rustyshackleford]

LOL at the first guy. He's shown that gold has outperformed everything and yet is still in denial.

[richeeee]

Swiss live in bliss with bunkers in mountains. They have no need to focus on protective strategies

[christianbrother]

People buy only when something is up 10x… then they enjoy the ride down 90% 😂

[rodionraskolnikow]

gotta love all those morally superior people 😂😂

[highoctanehome]

Really like the open ended questions that don’t steer the conversation. The Swiss don’t seem to live in the real world.

[TurinObecny]

This is a good sample of general public awareness and sentiment. I see that around me as well, there are very few exceptions around me of people who are actually interested in gold and even less in the mining business. In my circle (work/private etc.) I'd say out of 500 people 10 might be interested in gold and one might be interested in mining.

[LarsHaendler]

I live in Switzerland and most people I know don't own gold. Arguments are the same as the first person you interviewed.
People rarely understand the reason for holding gold nor do they proper research in long term gold price. - But I fully respect people investing in stocks or ETFs.

[GMSKI]

I am Swiss and I tell you the truth.
99% of the "basic" Swiss do not have gold.
Like everywhere else, the Swiss do not know the history of money. Do not understand anything about gold. They have savings accounts with negative remuneration and fill the 3rd pillar which yields 1% when real inflation is at 5-7% (see health insurance premium) Persuade that we have the best currency in the world: the Swiss Franc.
So yes we have had the same currency for 175 years, not participating in the war BUT our currency is also devaluing significantly.
The 20 Fr "Vreneli" which was worth 20 Fr is worth 465 CHF.
In short, the most submissive and domesticated people of capitalist democracies.
War is peace, freedom is slavery, and ignorance is strength.

[panpunkt]

Never buy gold - then I'll buy it cheaper.
Ok

[jamesmichael]

Please do this in more locations, awesome!

[taskeeni]

Gold is everlasting. As a Muslim gold is mentioned in the Qur'an multiple times and the palaces in paradise will have bricks of gold according to our beliefs.

Although bitcoin is doing well its because the government has intervened to give it value. Gold doesn't rely on the government to do well. Gold is also just a beautiful metal.

[DenisLlagami]

Wow! A real eye opener to see Swiss people not into gold. We went last year in Zurich and brought few ounces with us just in case. Swiss was the only place where there were no limit to selling ones gold and no tax, hence very surprised by this. Antonio Singapore is not as expensive as Zurich, take it from one who lives there. If you do come, holler and coffee is on me

[russelbrown]

I’m glad that the Swiss don’t value wealth protection! Keeps Gold cheaper for me!

[josepha]

Interesting. Perhaps if you asked these questions in Germany, based on their experiences with inflation and currency collapse you might get a different outlook? Everyone you spoke to sounds reasonably intelligent however.