Luxury assets, like fine wine, classic cars, high-end watches, and prime real estate, once reliably soared in value, becoming ever more expensive symbols of wealth and exclusivity. But since peaking in 2023, these “plutocratic assets” have entered a surprising downturn. Prices for top Bordeaux wines, prime property in major cities, private jets, and even Rolex watches have dropped, sometimes sharply. Despite this, the world’s super-rich are not getting poorer, billionaires are more numerous, and the top 0.1% control more wealth than ever. This article examines what drives such decline.
The real reason for the bear market in traditional luxury is a shift in what counts as truly exclusive. Social media, second-hand markets, and the globalization of luxury mean that almost anyone with money can now access nice things: lab-grown diamonds rival the real, and even rare goods can be rented, shared, or partially owned. As a result, classic status goods have lost their sense of scarcity and ability to provoke rivalry, the qualities that once made them so desirable. This is not even counting the fact that fake version of uber-premium goods are so well-made that all but true experts would be fooled. With that come ubiquity of the label to the point of becoming undesirable as a status symbol.
In response, the ultra-wealthy are pivoting toward experiences and services that can’t easily be bought by the masses or replicated. Exclusive travel, unique dining, VIP events, and rare “moments” are booming. Economist data shows that while the price of luxury goods has fallen, the cost of ultra-luxury services, like a Michelin-star meal, a ticket to the Super Bowl, or a night at Paris’s finest hotel, has soared since 2019 and continues to rise.
These services are inherently limited: only so many people can dine at the world’s best restaurants, stay in the top suites, or attend exclusive galas and sporting events. The value comes not just from enjoying the experience, but from knowing that others can’t. For the ultra-rich, telling a story about a unique experience now carries more prestige than owning yet another collectible item on display.
In a world where almost everything can be bought, the greatest luxury has become "access", to moments, memories, and places that remain out of reach for nearly everyone else. The age of the status symbol asset is fading. The new luxury is the unrepeatable experience. While that maybe true, I have to imagine being in rarefied atmosphere like that means that wealth can no longer be flaunted at scale. If you are only surrounded by the top 0.1% in wealth, you are among your peers at that point and no one is going to swoon at what you have so does it matter anymore, does having exclusive access to experience even make the person feel rich when everyone there has it as well. There has to be a parade and people to watch and clap.