Sunday, September 24, 2023

Gucci Named Most Popular Secondhand Luxury Brand


A new analysis looked at the booming global resale market, estimated to be worth more than $96 billion. According to the luxury watch experts at Chrono24, which conducted the research, the secondhand market will surpass $218 billion by 2026.

Italian luxury label Gucci topped the list of most popular secondhand designer brand based on sales through eBay. The analysis reports nearly 24,000 authenticated Gucci items were sold in just the last 90 days in the U.S. The luxury label is also the most popular vintage label bought online, with more than 2,300 items sold in the last 90 days.

pre-owned rolex watch
Courtesy Rolex

Eyewear brand Ray-Ban took the second spot, followed by Louis Vuitton, Burberry, and Tiffany & Co.

Watch brands also made the list—luxury watches are driving a core segment of the resale market through platforms like Chrono24 and Watchbox. According to the research, Rolex, Omega, and Longines all made it into the top ten most popular vintage designer brands, but only Rolex made the top ten overall list.

“It is interesting to see the price variations between the highest and lowest price items sold, this demonstrates just how much more accessible designer brands can be when buying second-hand,” a Chrono24 representative said.

Top-selling secondhand luxury brands

1. Gucci 

According to Chrono24, once the search had been filtered into vintage items (items older than 20 years), Gucci once again ranked in the top spot. “In fact, the most expensive secondhand Gucci item sold on eBay was also a vintage item, a $3,000 vintage embroidered Gucci bag.” 

2. Ray-Ban 

Ray-Ban saw nearly 20,000 items sold in the last 90 days. The most expensive item was a pair of limited-edition white gold Ultra Wayfarer sunglasses selling for $2,250. But it’s not all high-priced items; the cheapest item was sold for $3.25.  

3. Louis Vuitton 

French luxury label Louis Vuitton saw18,071 items sold. The most expensive was a $6,435 monogramed blue and green Taurillon Illusion Keepall Bandouliere 50 bag. The least expensive was a $17.25 monogram wallet.  

resale fashion coalition
Burberry x The RealReal | Courtesy

4. Burberry  

British fashion house Burberry sold nearly 12,000 items, with a $2,489 Thalia sequin dress topping the list and a kids trench coat the least pricey, selling for $1.04.  

5. Tiffany & Co. 

Tiffany & Co. sold nearly as many items as Burberry, with the most expensive piece of jewelry listed on the platform at $5,995 for Tiffany bracelet in 18-carat yellow gold and encrusted with 45 red rubies. A sterling silver heart pendant with no chain sold for $24.50. 

6. Rolex 

More than 11,000 Rolex sales happened on eBay over the last 90 days, with the most expensive item, a Rolex Artisian de Geneva Daytona Cosmograph, listed for $69,950, but sold for an unknown price in the form of a “best offer.” A Rolex Daytona 116500 men’s watch in white was the least expensive, selling for just $11.84. 

The most expensive vintage Rolex to sell on the site was a $45,000 1675 GMT Master Gilt Gloss Pointed Crown Guard with the original box, papers, and tags. It was originally purchased in 1962.

prada sustainability
Courtesy Prada

7. Prada 

Prada saw more than 8,000 items sold over the past 90 days, with a small Saffiano Cuir double bag priced at $2,295. The cheapest item sold was a pair of tan mules, which sold for $19.99.  

8. Chanel 

Chanel sold 7,420 secondhand pieces. The most expensive was a $15,000 classic Chanel double flap bag finished with quilted black caviar and silver hardware. The cheapest item sold was a shoulder bag that sold for $76.00.  

9. Salvatore Ferragamo 

Salvatore Ferragamo saw 7,288 pieces sold in the last 90 days. The most expensive item was a studio satchel bag for $1,171, and the cheapest item was a pair of black pumps that sold for just $0.99. 

10. Armani 

Armani rounds out the list with 7,175 sold items on eBay in the past 90 days. The most expensive was a 2011 shearling coat for $799.00. And a black vest top was least expensive for $7.20.  



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