Hermès Reclaims Top Spot in Luxury Resale Market with 138% Value Retention

Hermès has reclaimed the top position in the luxury resale market in 2025, according to Rebag's Clair report. The study, which analyzes value retention across luxury brands, found that Hermès achieved an average 138% value retention, representing a significant 38% year-over-year increase. This cements Hermès' status as the most robust luxury investment in the secondary market.

Rebag's analysis underscores the long-term appreciation of Hermès items. A decade-long review of Birkin data from 2015 reveals that resale values have surged by 92% over the period. This growth rate significantly surpasses the 43% primary retail price increase implemented by Hermès during the same timeframe, illustrating the brand's exceptional performance as an investment asset.

Following Hermès in the resale value rankings, Goyard demonstrated strong performance with 132% average retention in 2025, marking a 28% increase from the previous year. Miu Miu also showed considerable growth, climbing to an average 104% retention. Meanwhile, The Row maintained a robust position, achieving 97% value retention in the resale market.

In the fine jewellery segment, Van Cleef & Arpels extended its lead with 112% value retention, driven primarily by the high demand for its Sweet Alhambra collection. The watch category saw Rolex maintain a steady performance with 104% retention overall. Standout models, particularly the Submariner Hulk, exhibited extraordinary value, reaching 244% of their original retail price. Cartier, by comparison, registered 87% retention.

The report also highlighted specific trends driven by renewed consumer interest. The return of the Louis Vuitton x Takashi Murakami collaboration boosted search demand and propelled top styles to above 130% resale value. A wave of nostalgia for early-2000s designs contributed to increased demand for bags such as Balenciaga’s Le City, Celine’s Phantom, and Chloé’s Paddington.

Rebag's 2025 Clair Report analyzes millions of data points across both primary and secondary markets to identify key trends and investment opportunities. The report states that global tariff shifts and changing consumer behaviours have made 2025 a defining year for luxury resale. Charles Gorra, CEO and founder of Rebag, explained, "Higher primary prices pushed more consumers to the secondary market, reaffirming its stability. The 2025 Clair Report highlights the brands demonstrating lasting long-term value."

Further reflecting the expansion and maturation of the secondary market, Rebag announced its launch on Luxury Stores at Amazon in June. This move brings its inventory of pre-loved designer handbags, jewellery, watches, and other luxury items to a broader customer base on the platform.