Chanel surpasses Louis Vuitton
New data from Brand Finance reveals top 50 luxury & premium brands reach $317.0 billion brand value
Porsche is world’s most valuable luxury and premium brand for eighth year running
Chanel is fastest-growing luxury and premium brand in 2025, surpassing Louis Vuitton
Dior emerges as strongest luxury and premium brand
Porsche remains the world’s most valuable luxury and premium brand for the eighth consecutive year, with a brand value of USD41.1 billion, according to a new report from Brand Finance, the world’s leading brand valuation consultancy.
Porsche retains the top spot despite a 5% drop in brand value, which Brand Finance attributes to weaker demand in China and Europe, impacting overall performance. However, Brand Finance research shows Porsche scores a high 9.3 out of 10 for price acceptance, reflecting strong consumer willingness to pay a premium for its products. This aligns with Porsche’s long-term strategy to prioritise value over sales volume. Brand Finance research also highlights high ratings for reliability (9.6) and reputation (9.7) globally, affirming its enduring position as a leader in the luxury automotive market.
Chanel has surpassed Louis Vuitton to rank as the world’s second most valuable luxury and premium brand following a 45% increase in brand value to USD37.9 billion. This also makes it the fastest-growing brand in the ranking.
Henry Farr, Valuation Director, Brand Finance commented: “From 2019 to 2024, the luxury and premium sector saw a period of serious value creation, with the brand value of the world’s top 50 brands surging 43%. For 2025, that momentum has continued, reaching a record USD317.0 billion. That said, the sector is shifting. Growth is expected to slow, and brands must now navigate changing consumer preferences towards prioritising premium experiences like travel and meaningful social moments over material goods. The era of easy price hikes, thanks to persistent demand, is over, and luxury brands must evolve to stay relevant.”
In 2025, Dior has risen three positions in the brand strength ranking to become the strongest luxury and premium brand with a BSI score of 93.5 out of 100. Dior’s score also propelled it into the top 10 strongest global brands list among the world’s 500 most valuable brands for 2025.