Editor’s Note
As gold prices capture headlines, this analysis from K-Brand Off offers a timely look at the parallel rise in value of certain luxury items, with a specific focus on Chanel. The data provides a concrete, five-year comparison of resale prices, highlighting an often-overlooked investment trend.
K-Brand Off Co., Ltd., a company specializing in the purchase and sale of second-hand luxury goods, has released comparative analysis data based on the latest market trends regarding the “asset value of brand items (particularly Chanel) that are rising in parallel with gold,” a point often overlooked amidst the daily reports of soaring gold prices.
While “gold buying” is attracting attention in many media outlets, at our Ginza flagship store, there has been an increase in cases where “customers selling gold also bring in brand bags like Chanel and are surprised by the rise in appraisal value for both.”
Based on the insights of our veteran appraisers and our own auction market data, we compared and verified the price trends over the past five years (2021-2026). This release explains not just “which is higher,” but the differences in the “background of their value appreciation (how they rise).”
Gold (Gold)
Directly influenced by global affairs and exchange rates, it is showing a historic surge as a safe-haven asset.
Chanel (Chanel)
In addition to the overall price increase of brand items, driven by the global vintage boom, it is showing sufficient performance as a tangible asset, with prices in the second-hand market “more than doubling in 5 years.”
Unlike typical buy-only shops, our Ginza flagship store combines purchase and sales floors.
Currently, a very active “economic cycle” is being created where vintage bags purchased from domestic customers are displayed in the store and then successively bought by visiting tourists (inbound) from various countries and regions who visit daily.
Bags that were once often considered “old = low value” are now being re-evaluated as “vintage.” Especially for Chanel, alongside the price surge of current products, it is not uncommon for models from 20-30 years ago (long-term stored items) to trade above their original purchase price. The background of “being old but still having value” is deeply related to the rarity of designs from that era, not found in current products, and the material durability mentioned in the next section.
On the Difference in Asset Nature Between ‘Gold’ and ‘Bags’
On the Difference in ‘Asset Lifespan’ Due to Material
Our group operates ‘JBA,’ one of Japan’s largest B2B auction markets where professional buyers from Japan and abroad participate. Our strength lies not only in store purchase records but also in possessing this vast ‘market circulation data,’ enabling high-precision trend analysis and appropriate price presentation based on data.