Hermès, Goyard Drive Luxury Resale Market

A new resale market report for 2025 highlights how iconic high-end brands are reshaping the luxury secondhand sector, reflecting broader shifts in consumer behaviour and global pricing dynamics. Resale platform Rebag’s sixth annual Clair Report identifies Hermès and Goyard as the leading consigners by value retention this year, underscoring the strength of heritage labels in a market increasingly driven by scarcity, craftsmanship and investment-grade demand.

According to the report, Hermès tops the 2025 resale landscape with average secondhand price retention of roughly 138 per cent relative to original retail values, significantly outpacing its own figures from the previous year. This performance reflects sustained demand for classic models such as the Kelly Mini II and Birkin Sellier, which have seen secondhand prices substantially exceed their initial retail costs. Goyard follows closely with about 132 per cent retention, a notable indicator of growing interest in brands beyond the traditional Hermès-centric hierarchy.

Industry analysts attribute this trend in part to global tariff shifts and elevated primary market prices, which have pushed affluent buyers toward the secondary market in search of relative value and cultural cachet. The report suggests that rising costs in new luxury goods have bolstered the resale channel’s appeal, particularly for buyers prioritising cost-efficiency alongside exclusivity. Hermès and Goyard’s strong resale performance appears to validate their enduring desirability among collectors and investors alike, even as broader consumer preferences evolve.

The 2025 data also point to increased prominence of fine jewellery and timepieces, with brands such as Van Cleef & Arpels and Rolex maintaining above-retail resale levels in select segments, further illustrating the diversified nature of high-end secondary demand.

While these outcomes highlight a bullish period for resale value among heritage houses, they also raise unresolved questions about how long this momentum can be sustained amid changing tastes and potential pricing pressures in both primary and secondary markets. The interplay between rising new luxury prices, tariff environments and consumer affinity for pre-owned exclusivity will be a key dynamic to watch as the sector evolves into 2026.