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The challenges of appraising branded jewellery and watches

By Gina D’Onofrio

Rolex Daytona Cosmograph
Appraising branded jewellery and watches is a hotly debated topic among valuers, the industry, and insurance professionals. Some recognize the intangible value of branding, while others do not.

What role does the appraiser play in all this? In short, appraisers must remain impartial, advocating neither for our clients nor for the insurance company. We need to accurately identify and describe the jewellery and then locate comparable items in the relevant market. In other words, we work to arrive at a credible opinion of value supported by market research. Let’s look at appraising branded jewellery for the purpose of insurance coverage.

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