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What if you'd bought a Rolex DaytonaHermès Birkininstead of Apple stock?Netflix stock?

The Splurge Index compares historical returns of luxury goods — Birkin bags, Rolex watches, rare whisky — against stocks, ETFs, and market indices. Sometimes the bag wins.

Hermès Birkin 30 +74%|Rolex Daytona +68%|Patek Nautilus +357%|Macallan 18yr +55%|Chanel Classic Flap +162%|AP Royal Oak +163%|Romanée-Conti 09' +61%|Nvidia +15.7k%|Bitcoin +12.2k%|S&P 500 +296%|Apple +1.2k%|Ethereum +371%|Gold +246%|Netflix +880%|US Treasury 10Y +220%|· 10-YEAR RETURNS ·Hermès Birkin 30 +74%|Rolex Daytona +68%|Patek Nautilus +357%|Macallan 18yr +55%|Chanel Classic Flap +162%|AP Royal Oak +163%|Romanée-Conti 09' +61%|Nvidia +15.7k%|Bitcoin +12.2k%|S&P 500 +296%|Apple +1.2k%|Ethereum +371%|Gold +246%|Netflix +880%|US Treasury 10Y +220%|· 10-YEAR RETURNS ·

Hermès Birkin · 2016

~$14k~$25k

S&P 500 · 2016

~$185~$734

The Birkin's appreciation is structural: Hermès deliberately restricts supply, creating a scarcity premium that has historically outpaced broad equity returns. Unlike stocks, it pays no dividend and trades illiquidly — but the waitlist is its own kind of moat.

Conversations your financial advisor avoids

The watch that beat the market

10Y return

Patek Nautilus+405%
S&P 500+312%

The one that hurts

10Y return

Apple+1,223%
Chanel Flap+168%

Hermès: 1. Treasury: 0.

10Y return

Hermès Birkin+76%
US Treasury+5%

Sometimes the nerds win

5Y return

Nvidia+1,262%
Patek Nautilus+20%

Leather over crude

10Y return

Hermès Kelly+135%
WTI Oil+116%

Gold had the better decade

10Y return

Gold+255%
Macallan 18yr+63%

The streaming comeback

3Y return

Netflix+126%
Rolex Daytona−10%

The metal closed the gap

10Y return

Silver+340%
LV Neverfull+303%
The Splurge Index

All monetary values displayed in USD.

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Disclaimer: The Splurge Index is for entertainment and educational purposes only. We are not financial advisors — historical returns do not guarantee future performance, and nothing here should be mistaken for investment advice.

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