The Luxury Playbook

Luxury’s Great Divide: The Very Rich Are Still Buying, the Merely Rich Have Left the Room

Hermès is growing, Gucci is shrinking and the auction houses have posted record halves. Luxury in 2026 has split along the line of wealth, and November will test how deep the divide runs.

Editorial illustration of a velvet rope dividing a lit dais holding a gilded frame and a watch from an empty floor with a single shopping bag.

Bulletin

Real Estate · Prime Markets
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Connoisseur · Watch Collecting
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Connoisseur · Art Collecting
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Equities · Forex
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