Core Insights - The article discusses the rising popularity and valuation of a luxury gold brand known as "Old Puh" which is being compared to the luxury brand Hermes in the gold industry [1] - The brand's stock price has surged 14 times over the past year, leading to a valuation of 80 times earnings [1] - The article raises questions about the reasons behind the brand's sudden fame, who is driving this trend, and whether it can be classified as a true luxury brand [1] Company Analysis - The price of a pendant from the brand is set at 80,000, indicating a high demand among affluent consumers [1] - There is a notable presence of scalpers who are increasing prices, suggesting a strong market interest and potential scarcity of the product [1] - The brand's valuation and stock performance indicate a significant investor confidence and market speculation surrounding its future growth [1] Industry Context - The comparison to Hermes positions the brand within the luxury goods market, suggesting it is not just a commodity but a status symbol [1] - The article implies a trend in consumer behavior where luxury items, particularly in the gold sector, are becoming increasingly sought after [1] - The phenomenon raises discussions about the nature of luxury branding and consumer perception in the context of gold as an investment and status symbol [1]