The second-hand luxury market is growing faster than the new goods segment — and China is one of its key drivers!

Link: The second-hand luxury market ... China is one of its key drivers!

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By Emmanuel Hemmerlé, 6 February 2026

The second-hand luxury market is growing faster than the new goods segment — and China is one of its key drivers!

Many thanks to Le Monde and Juliette Garnier for this comprehensive article. I’m pleased to have contributed to this conversation.

The rapid rise of pre-owned luxury in China shows how an increasing number of Chinese consumers are redefining their priorities, balancing value-for-money (“huá suàn”) with more responsible consumption.

Younger consumers no longer carry the stigma of the past; they proudly showcase their smart finds — a nearly-new designer handbag or a collectible watch, purchased at an attractive price from a specialised platform or a resale boutique.

For brands, this is a strong signal: understanding these new behaviours and finding ways to leverage them without compromising exclusivity or brand equity is becoming essential.

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