By Steve Roach – First published in the Aug. 30, 2010, issue of Coin World

Proof American Eagle gold coins have provided some sparks in the marketplace this past year, but the fast fall in prices over the past several weeks serves as a reminder that what goes up usually comes down.

Some major buyers have stopped buying these and prices have fallen sharply.

For some smaller dealers who were stockpiling the coins in anticipation of continued demand, the change in the market means they have lost substantial money, for now, as the coins are now worth substantially less than what the dealers paid for them.

During July, several large dealers were paying between $1,950 and $2,000 per ounce for Proof American Eagle gold coins in original Mint packaging – the inner and outer boxes, original capsules and original certificate of authenticity with the same year as the coins.

For example, on July 14 a major wholesaler was paying $2,025 per ounce; the dealer’s price gradually declined to $1,900 July 26. Then on July 27 the dealer’s buy price went down to $1,850. On July 29 in the morning the dealer’s buy price was $1,830 and by the afternoon it went to $1,800. On Aug. 3, the price hit $1,750 and then, with orders filled, that dealer stopped buying.

Incidentally, the price of gold on July 26 was $1,189 per ounce and the price on Aug. 3 was $1,184, meaning that the drop in demand was not directly related to the bullion market.

On Aug. 6, when gold increased to $1,205 per ounce, one dealer offered $1,650 per ounce for coins with original packaging, and for coins without the packaging, the price dropped sharply to $1,400 per ounce.

If those who are closest to the market are not buying at the high levels that have characterized these Proof issues for the last year, are they doing this because they know something that we at Coin World don’t know?

On Aug. 6, the U.S. Mint told Coin World that no decision has been made as to whether Proof 2010-W American Eagle 1-ounce gold coins would be struck.

If the U.S. Mint releases Proof American Eagle gold bullion coins in 2010, supplies will increase and less pressure will be placed on the current supply, likely ending the bull market for these issues.

Mr. Roach maintains a website/blog titled The Rare Coin Market Report

Recognized throughout the world for their superior quality, superb artistry and Government guarantee of weight and purity, the Perth Mint has unveiled it’s 2011 Australian Bullion Coin Program. These pure gold and silver coins are actives sought after by both investors and collectors.

The comprehensive line-up for 2011 includes two designs for gold bullion coins ranging from 1/20oz up to 10 kilos and three designs for Silver bullion coins from 1/2oz up to 10 kilos.

Struck by The Perth Mint from 99.99% pure gold, each coin is issued as legal tender under the Australian Currency Act 1965, the undisputed guarantee of its weight and purity. Portraying creative new reverse artistry, every 2011 gold bullion coin also features The Perth Mint’s historic ‘P’ mintmark, a traditional symbol of quality trusted by investors worldwide. Uniquely, many of these releases are restricted by mintage, a feature that creates an exciting potential for even greater investment return in the form of a numismatic premium.

AUSTRALIAN KANGAROO GOLD BULLION COINS : 1 kilo, 1oz, 1/2oz, 1/4oz, 1/10oz
A kangaroo is the most instantly recognisable wildlife symbol of Australia. In 2011, The Perth Mint is releasing four small gold bullion coins portraying two kangaroos ‘boxing’ in the outback. In addition, a large 1 kilo Australian Kangaroo coin is available with a classic kangaroo design by Dr Stuart Devlin, AO CMG goldsmith and jeweller to Her Majesty Queen Elizabeth II.

No more than 350,000 1oz coins, 100,000 1/2oz coins, 150,000 1/4oz coins and 200,000 1/10oz coins will be produced in 2011.

AUSTRALIAN LUNAR GOLD BULLION COINS : 10 kilo, 1 kilo, 10oz, 2oz, 1oz, 1/2oz, 1/4oz, 1/10oz, 1/20oz
The Australian Lunar series of gold coins epitomizes The Perth Mint’s rich tradition of minting investor coins portraying Chinese themes. This year’s releases mark the 2011 Year of the Rabbit, one of 12 animals associated with the ancient Chinese lunar calendar. In Chinese culture, people born in the Year of the Rabbit – 1915, 1927, 1939, 1951, 1963, 1975, 1987, 1999 and 2011 – are articulate, talented, and ambitious. They are virtuous, reserved, and have excellent taste. Rabbit people are admired, trusted, and are often financially lucky. They are fond of gossip but are tactful and generally kind. Rabbit people seldom lose their temper. They are clever at business and being conscientious, never back out of a contract.

No mintage limit applies to 1 kilo, 10oz, 2oz, 1/2oz, 1/4oz, 1/10oz and 1/20oz coins. However, production will close at the end of 2011, when The Perth Mint will declare each coin’s official mintage. A maximum of 100 10 kilo coins will be produced on a made-to-order basis. However, production will close at the end of 2011, when the coin’s actual mintage will be declared. The Perth Mint will produce no more than 30,000 1oz coins. Production will cease when the mintage is fully sold or at the end of the series, whichever comes first. (more…)

Global strategic branding firm Siegel+Gale, www.siegelgale.com, today announced the development of a new brand promise and identity for the United States Mint, a bureau of the United States Department of the Treasury.

The new brand promise, Connecting America through Coins, communicates the widespread influence the United States Mint has on Americans’ everyday lives — highlighting coins as not only a powerful link between American values and commerce, but the basis for everyday moments shared among us. From enabling commerce to initiating the start of sporting events and even helping children learn to count — the coins produced by the United States Mint connect us in various ways.

The new promise and identity were developed based on four objectives: to strengthen the identity and level of awareness with the public, to increase sales of collectible coins, to increase the uptake and use of dollar coins and develop and further build a reputation for the organization as the only legal manufacturer of American coins.

“As the world’s largest coin maker and sole authorized manufacturer of American coins and official medals, the United States Mint has an incredible impact on the American economy,” says David Srere, co-president and chief executive officer, Siegel+Gale. “But, the American public has had little understanding of how the United States Mint touches their lives outside its role of enabling commerce. While recognizing President Obama’s call for openness and transparency in government, we wanted to develop a simple and elegant promise that would act as a foundation for the United States Mint to more clearly communicate the influence it has on us all.”

An accompanying visual identity enlivens the promise with the symbol of a coin flipping in the air to demonstrate the optimistic spirit of America and the inscription of “e pluribus Unum” as a reminder of the nation that brings us all together.

The first phase of the United States Mint’s brand rollout includes the simple and elegant design of packaging for the organization’s highest selling retail item — the Annual Sets. The new brand positioning and identity will be displayed on all the Annual Set packaging, beginning with the 2011 sets.

Siegel+Gale continues to work with the United States Mint as it introduces its new brand.