30/09/2026
Property prices only ever go up ! 📈
It's one of the most deeply held beliefs in personal finance, and for anyone who's bought in the last twenty years it looks obviously true. Prices went up and they kept going up. So the plan becomes simple: buy, wait, win !
Switzerland's own history says otherwise, and most people have forgotten it.
In the early 1990s the Swiss property market crashed. Apartment prices fell around 25% nationally from peak to trough. Zurich dropped about 20%, Bern around 16%, some regions more. And in Zurich, prices didn't get back to their 1991 peak until 2005. Fourteen years to break even, before you even count interest and maintenance.
Go back further and it's not a one-off. Switzerland also had property bubbles in the 1970s and 1980s that gave back everything they'd gained. The steady rise everyone treats as normal really only describes the last two decades. It isn't a law of nature.
There's also no single 'Swiss market'. Zurich, Geneva and a handful of hotspots move one way, while other regions move very differently. UBS regularly flags specific areas as bubble risks while others sit flat. The average national figure hides a lot, and you don't buy the average. You buy one property, in one place, at one moment.
Now, I'm not predicting that prices will fall, it's simpler than that. I'm stating that 'prices always go up' isn't a fact, it's just an assumption. When someone buys more than they should, over-borrows, or counts on selling at a profit to make the numbers work, the whole thing rests on the market rising on cue.
Property can be a good decision. But 'it'll be worth more later' is a hope, not a plan, and the two get confused far too often.