Hermès has regained its position as the luxury brand with the highest bag resale value retention in 2025, according to the latest Clair Report from resale platform Rebag. The report shows Hermès bags now hold an average of 138% of their original retail value on the secondary market, up significantly from last year.

The New York-based resale company’s annual analysis of millions of transactions found that Hermès led all brands in value retention, with its rarest pieces and classic styles driving strong demand among buyers. Over the past decade, resale values for Hermès Birkin bags alone have increased by 92%, outpacing the house’s retail price growth.

Behind Hermès, fellow luxury marques also performed well. French leather house Goyard reported 132% value retention, while up-and-coming brand The Row recorded 97%, and Miu Miu rose to 104% on average, the report said.

The report also highlighted trends beyond handbags. In fine jewellery, Van Cleef & Arpels led with 112% retention, driven by its Sweet Alhambra collection. In watches, Rolex maintained a strong position at 104%, with models such as the Submariner Hulk reaching much higher resale values than their original prices.

Rebag’s 2025 Clair Report attributes the shift in resale dynamics to rising primary market prices and changing consumer behaviour, which have pushed more luxury buyers toward the secondary market. The data suggest that well-made, iconic pieces continue to act as investment assets within the luxury resale economy.

Overall, Hermès’ rebound at the top of the resale rankings underscores its enduring desirability and scarcity — key factors that help its bags outperform many competitors on the secondhand market.