ETF Securities‘ success with its lineup of exchange traded funds (ETFs) in the United States could be called a case of perfect timing.

Since launching its first ETF, ETFS Physical Silver (NYSEArca: SIVR), 18 months ago, the provider has hit $3.5 billion in assets. In a not only increasingly competitive business, but one in which it’s a challenge for new providers to break ground, it’s quite a feat.

It (almost) goes without saying that the provider, already an established presence in Europe before making the leap across the Pond, is pleased with its first months in the U.S. ETF market.

“I think things are going well for us in terms of penetration into the U.S. market and also in terms of the asset gathering and recognition of the brand,” says Fred Jheon, ETF Securities’ head of product development.

Much of that success could have to do with its diversified suite of physically-backed ETFs tracking the hottest precious metals in the markets today. And the provider knows it.