Rebag’s Clair report, which meticulously studies bag value retention within the resale market, reveals that Hermès has once again claimed the top spot in 2025. This year, the brand achieved an impressive 138% average value retention, an impressive 38% increase compared to the previous year.
Interestingly, the New York-based report indicates that a decade-long analysis of Birkin data shows resale values have increased a staggering 92% since 2015. This surge significantly outpaces Hermès’ own retail price growth of 43%.
Goyard follows Hermès, boasting a 132% retention in 2025, marking an impressive 28% rise from 2024. The Row stands with a solid 97% average value retention, while Miu Miu has made notable progress, reaching 104% according to the findings.
In the realm of fine jewellery, Van Cleef & Arpels continues to lead with 112% retention, largely driven by the popularity of the Sweet Alhambra collection. In watchmaking, Rolex maintains a steady 104%, with standout models such as the Submariner Hulk even reaching a remarkable 244% of their original retail prices. On the other hand, Cartier is reported to have experienced an 87% retention rate.
The resurgence of Louis Vuitton x Takashi Murakami has created a stir in search demand, pushing top styles to surpass a 130% resale value. The report highlights a renewed interest in early-2000s bags like Balenciaga’s Le City, Celine’s Phantom, and Chloé’s Paddington, indicating a shift in consumer preferences.
The 2025 Clair Report from Rebag analyzes millions of data points across both primary and secondary markets. It reveals the brands, styles, and investment opportunities that are shaping the current luxury landscape. It emphasizes that global tariff adjustments and evolving consumer behaviors have rendered 2025 a pivotal year for luxury resale.
“Increasing primary prices are driving more consumers toward the secondary market, reinforcing its stability. The 2025 Clair Report underscores brands that demonstrate enduring long-term value,” stated Charles Gorra, CEO and founder of Rebag.
In June, Rebag announced its launch on Luxury Stores at Amazon, offering pre-loved designer handbags, fine jewellery, watches, and more through a major retail platform.
