South Africa’s luxury scene is shifting in a way that has everyone paying attention.
The latest State of the Luxury Market in Africa 2025 report from Luxity shows that the brands truly winning right now are the ones offering long-term value rather than short-lived hype.
For anyone who has wondered whether a designer buy can be both beautiful and financially smart, this year’s findings offer a very clear answer.
Brands that are big right now
The strongest performers of 2025 are the heritage houses that have always relied on consistency and craftsmanship.
Cartier leads the pack with pieces that retain more than 72 per cent of their retail value on the pre-owned market.
With an average price of around R45 000 per item, Cartier proves that quiet confidence can be one of the most powerful moves in luxury.
Bulgari is also having a standout year. Its blend of high glamour and meticulous craftsmanship is turning into a strong resale performance for South African buyers who are prioritising longevity.
Givenchy has delivered one of the most surprising shifts. Its resale value climbed enough to surpass several brands that usually dominate the conversation.
The label might be understated, but it is certainly no longer underestimated.
In jewellery, Van Cleef and Arpels, Cartier and Hermès remain firmly in their own league.
These names continue to offer the kind of enduring worth that collectors trust.
Brands feeling the heat
Not all luxury favourites are holding onto their former status.
Gucci and Louis Vuitton have seen their combined search share fall from nearly 30 per cent to 21.5 per cent in just one year.
Prada’s current runway buzz is not translating into stronger resale value.
Marc Jacobs, Alexander McQueen, and Bottega Veneta are also losing momentum as South Africans steer away from fast-turnover fashion.
Michael Zahariev, co-founder of Luxity, says: “The correlation between how much people search for a brand and how well it holds value is weak.” He adds that “The hype economy is losing steam. South Africans are buying with foresight, not FOMO.”
What shoppers are investing in
This year’s data shows an obvious pattern. Handbags and jewellery are the categories that continue to deliver real returns.
Jewellery interest climbed by more than 40 per cent, while handbags rose by over 14 per cent year on year.
Chanel, Goyard and Louis Vuitton bags remain top performers, often retaining about 70 per cent of their original retail price.
They are iconic, practical and surprisingly resilient in the pre-owned luxury space.
Jewellery is becoming the star investment piece.
Cartier Love bracelets, Van Cleef Alhambra designs and timeless Hermès creations are no longer seen as sentimental gifts.
They are now seen as assets that combine meaning, beauty and long-term stability.
On the other side of the market, shoes and wallets are losing traction.
The trend of buying small luxury items simply for the logo is fading fast.
Shoppers in 2025 want purchases that last, not labels that flare out.
What this says about luxury right now
This shift in consumer behaviour goes beyond taste. It is about trust and access to information.
With rising prices and increased transparency through resale platforms, South Africans have become more strategic and value-focused.
Zahariev explains: “Collectors are treating these pieces like assets. They’re wearable investments that hold their own even when markets fluctuate.”
The 2025 luxury hot list
What’s hot
- Cartier’s classic strength
- Bulgari’s investment appeal
- Van Cleef and Arpels’ enduring desirability
- Givenchy’s confident return
- Jewellery as a long-term asset
What’s not
- Gucci’s oversaturation
- Logo-heavy micro luxury
- Fast fashion collaborations
- Flashy trend drops
- Entry-level status buys
The message for 2025 is simple. True luxury is no longer about loud branding.
It is about craftsmanship, longevity and the confidence that a beautiful piece will keep its worth.
The brands rising to the top understand this, and they are winning because of it.
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