Five Luxury Brands Worth Investing in for 2026, According to JPMorgan

The global luxury market is beginning to show clear signs of recovery. The sector is leaving behind a period marked by inflation, a consumption slowdown, and weakness in key markets like China. Looking ahead to 2026, analysts at JPMorgan foresee a more favorable scenario. This shift is supported by stronger financial results, strategic adjustments within fashion houses, and renewed interest from international investors. In this context, some luxury brands are emerging as attractive opportunities. They are options for those seeking exposure to a segment with prestige, high margins, and long-term resilience.

According to JPMorgan’s most recent luxury market outlook report, the sector has managed to stabilize. The analysis is based on a quarter with encouraging figures for major conglomerates like LVMH. Changes in the creative direction of several iconic brands have also played a role. This combination has created a more constructive environment. The effect is most visible among investors in Asia and Europe, who are beginning to reposition themselves in luxury-linked assets. Furthermore, categories such as jewelry and high-end ready-to-wear fashion are shaping up to be the strongest for the coming years, as indicated by analyses cited by Investing.com.

Beyond fashion, experiential luxury is gaining prominence among investors. Ferretti Group, specializing in the design, construction, and sale of luxury yachts, is positioned as one of the most attractive bets for 2026. Analysts highlight that the company offers relevant internal improvement potential. This is occurring in an environment where the high-net-worth segment is beginning to regain confidence.

As luxury tourism and personalized experiences regain dynamism, the firm benefits from more stable demand. It also maintains robust margins, a key factor for JPMorgan at this stage of the luxury cycle.

The Prada group has recaptured market attention after finalizing the acquisition of Versace. This operation reinforces its global positioning within the sector. However, the main growth driver has been Miu Miu. The brand has managed to connect with Generation Z consumers. This demographic is becoming increasingly relevant for the long-term sustainability of the luxury business.

This is complemented by a strong digital presence, which allows the firm to remain competitive. Today, luxury no longer depends solely on tradition, but also on cultural relevance.

Within the luxury apparel segment, Moncler is positioned as one of the brands with the greatest projection. JPMorgan has included the firm in its Positive Catalyst Watch. The bank highlights its solid expansion in the United States. It also emphasizes the rebound in demand in China, a market beginning to show signs of normalization.

Moncler’s specialization in premium outerwear has been a differentiating factor. This is complemented by strategic collaborations and a well-defined brand identity.

The so-called quiet luxury continues to gain followers. Brunello Cucinelli is solidifying its position as one of its main exponents. The Italian firm stands out among investment recommendations. Analysts anticipate it will close 2025 with double-digit expansion in revenue and profits. This performance reinforces its appeal within the sector.

The combination of craftsmanship, sustainability, and exclusivity has allowed the brand to maintain consistent growth, even in more challenging economic contexts.

The Swiss group Richemont, owner of iconic houses like Cartier and Van Cleef & Arpels, completes the list. It remains one of the most prominent alternatives for investing in 2026. Its strength lies in diversification within two key categories. Jewelry and high-end watchmaking have shown greater resilience against financial turbulence.

The structural demand for fine jewelry, especially in Asia, reinforces its appeal as a medium to long-term investment.