Luxury Collectors Shift Focus to Art and Watches

May 10, 2026

53 min

May 10, 2026 00:30

What rich collectors are buying after luxury prices cooled

## Market Stabilization

After a period of fluctuating prices, the luxury investment market is stabilizing. The Knight Frank Luxury Investment Index reported a slight decline of 0.4% in 2025, indicating a shift away from speculative buying.

## Art and Watches in Demand

Impressionist art saw a significant increase of 13.6% in 2025, driven by notable sales such as Gustav Klimt’s Portrait of Elisabeth Lederer. Modern and postwar art also experienced growth, as did European Old Masters. Watches, particularly models from Patek Philippe and Rolex, rose by 5.1%, highlighting their continued appeal.

## Changing Trends in Collectibles

Collectors are increasingly valuing rarity and provenance. This trend is exemplified by the record-breaking sale of Jane Birkin’s Hermès bag for $10.1 million. Meanwhile, classic cars saw a decline of 3.7%, though certain models like the Ferrari F50 remained popular.

## Younger Generations and Fractional Ownership

Younger investors are reshaping the market by embracing fractional ownership platforms, allowing them to access high-value assets without full ownership. This approach is gaining popularity across various luxury categories, including art and watches.

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