Gold has entered a new bull market: JPMorgan

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Gold prices are surging this year, and that has one of Wall Street's largest banks flocking to the yellow metal.

"We're recommending our clients to position for a new and very long bull market for gold," JPMorgan Private Bank's Solita Marcelli said Tuesday on CNBC's "Futures Now." After seeing three back-to-back years of losses, the precious metal has rallied 20 percent in 2016. And that's just the start of the next leg higher, according to Marcelli. "$1,400 is very much in the cards this year."

Read MoreFutures Now: Gold Shines

The firm's global head of fixed income, currencies and commodities reasoned that, with so many negative interest rate policies around the world, gold will continue to be bought as an alternative currency. And, with expectations that investors will seek to hedge against the resulting volatility, Marcelli believes that gold will remain attractive in a world where bonds and U.S. rates may cease to be the main risk-off asset.

"Central Banks may consider diversifying their reserves [as they anticipate] negative rates on existing holdings," said Marcelli, when discussing the commodity as safe-haven trade. "Gold is a great portfolio hedge in an environment where the world government bonds are yielding at historically low levels."

While Marcelli admits the move will come slowly, she remains convinced that the commodity will continue to grind higher — with that key $1,400 level being the first line in the sand.

"Gold is looking more and more attractive every single day," concluded Marcelli. "As a nonyielding asset, it has a minimal storage cost, so when you compare it to negative-yielding assets, it actually has a positive carry."

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