The 2025 Top 10 Luxury Goods Ranking, released by the authoritative British brand valuation agency Brand Finance, reflects the global luxury industry’s pattern of stability amid adjustments. This ranking uses the royalty rate method to calculate brand value, focusing on the net economic benefits brought by brand authorization in the open market, making it highly credible. The list covers multiple categories including automobiles, fashion, cosmetics, and personal care, with European brands dominating and France and Italy leading the way in terms of quantity and value.
1. Porsche (Germany) - Brand Value: 41.145 Billion US Dollars
As a German luxury automobile brand, Porsche has maintained its top position for eight consecutive years, even with a slight year-on-year decrease of 4.6% in brand value. It stands out in the luxury car segment with its combination of high-performance driving experience and sophisticated craftsmanship. Its iconic models such as the 911 series and Cayenne have become symbols of status and taste, attracting global high-net-worth consumers who pursue both speed and luxury.
2. Chanel (France) - Brand Value: 37.913 Billion US Dollars
Chanel achieved a stunning 45.4% year-on-year growth in brand value, surpassing Louis Vuitton to take second place. As a representative of French fashion luxury, it covers high-end clothing, leather goods, cosmetics, and fragrances. The classic 2.55 bag, Boy Chanel, and No. 5 perfume have enduring appeal, while its adherence to traditional craftsmanship and innovative design concepts keeps it at the forefront of the luxury industry, embodying timeless elegance and modern charm.
3. Louis Vuitton (France) - Brand Value: 32.917 Billion US Dollars
With a 2.1% year-on-year growth, Louis Vuitton retains its position as a top-tier luxury brand. Founded in 1854, it is renowned for its monogram canvas and exquisite leather goods. The Neverfull tote, Speedy bag, and other classic styles are sought-after globally. Its product line spans fashion, leather goods, watches, and jewelry, and its extensive global flagship store network and high-profile fashion shows continuously consolidate its influence in the luxury market.
4. Hermès (France) - Brand Value: 19.912 Billion US Dollars
Hermès achieved a steady 19.4% year-on-year growth, relying on its uncompromising artisanal craftsmanship and limited production strategy. Rooted in equestrian heritage, its classic works such as the Birkin and Kelly bags are not only luxury symbols but also investment-grade items. The brand’s leather goods, silk scarves, and watches all reflect the pursuit of perfection, maintaining strong resilience even in the sluggish luxury market.
5. Rolex (Switzerland) - Brand Value: 18.772 Billion US Dollars
As a leader in Swiss luxury watches, Rolex saw a remarkable 36.0% year-on-year increase in brand value. It is famous for its precision, durability, and timeless design. Models like the Submariner and Datejust are favored by watch collectors and professionals worldwide. The brand’s strict quality control and self-produced movements ensure its leading position in the high-end watch market, becoming a benchmark for reliable luxury.
6. Dior (France) - Brand Value: 17.287 Billion US Dollars
Dior, with an 18.0% year-on-year growth, is a core brand under the LVMH Group. It shines in haute couture, ready-to-wear, leather goods, and beauty. The Lady Dior bag, Bar jacket, and J’adore perfume are iconic products that blend French romance with modern fashion. Its innovative designs on the fashion runway and in-depth cooperation with artists continuously enhance its cultural influence and brand value.
7. Cartier (France) - Brand Value: 15.737 Billion US Dollars
Cartier achieved a 15.4% year-on-year growth, standing out in the luxury jewelry and watch sectors. Founded in 1847, it is known as the “Jeweler of Kings and King of Jewelers.” Its Love series, Ballon Bleu de Cartier watches, and high-end custom jewelry combine exquisite craftsmanship with artistic design. Amid the industry’s shift towards jewelry as a value-preserving asset, Cartier’s performance remains strong, driving the growth of the Richemont Group’s jewelry sector.
8. Ferrari (Italy) - Brand Value: 14.420 Billion US Dollars
Ferrari’s brand value surged by 36.3% year-on-year, representing Italian luxury sports cars. It is synonymous with speed, passion, and exclusivity. The 488, SF90, and other models blend cutting-edge automotive technology with elegant design, attracting wealthy consumers and car enthusiasts globally. Beyond automobiles, its licensed fashion and lifestyle products further expand its brand influence.
9. Gucci (Italy) - Brand Value: 11.358 Billion US Dollars
Despite a 23.6% year-on-year decline, Gucci remains a top 10 luxury brand. As a representative of Italian fashion, it is famous for its double G logo, Dionysus bag, and Ace sneakers. In recent years, the brand has been adjusting its strategy amid industry changes, and its performance in ready-to-wear and accessories still maintains strong market recognition, with continuous efforts to regain growth momentum through design innovation.
10. Guerlain (France) - Brand Value: 7.693 Billion US Dollars
Guerlain, a French luxury cosmetics and personal care brand, achieved a 23.1% year-on-year growth. With a history of over 190 years, it is renowned for its high-end skincare, fragrances, and makeup. Products like the Abeille Royale series and Shalimar perfume combine traditional formulas with modern technology, catering to consumers pursuing refined beauty experiences and becoming a benchmark in the luxury beauty segment.
The 2025 ranking shows that European luxury brands still dominate the global market, with France contributing 49% of the total value of the top 50 brands. The fashion sector leads with 32 brands, accounting for 70% of the total value. While the overall luxury industry faces a slowdown, brands with core competitiveness in craftsmanship, heritage, and innovation continue to thrive, and the industry’s “stratification” trend is becoming increasingly evident.
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