The Most Valuable Luxury Brands In 2025

Each year, Brand Finance’s Global 500 ranking assesses the world’s most valuable brands.

For 2025, Apple once again leads the pack, valued at $574.5 billion (+11% from 2024), followed by Microsoft ($461 billion), Google ($412 billion), and Amazon ($356 billion).

Chanel surpasses Louis Vuitton as the most valuable French brand

In the luxury sector, a major shift is unfolding—Chanel has overtaken Louis Vuitton to become the world’s most valuable French brand for the first time in years. With an estimated valuation of $38 billion, Chanel now ranks 46th overall, marking a significant leap (+27) from 2024.

For three consecutive years, Louis Vuitton held the title of France’s most valuable brand, but in 2025, it slips to 55th place (-6), with a valuation of $33 billion. The decline is largely attributed to weaker sales in leather goods, which account for 75% of Vuitton’s revenue.

Meanwhile, Chanel’s surge is fueled by key brand initiatives, including:

• The 100th anniversary of Chanel N°5, a landmark moment for the house.

• The opening of a flagship jewelry boutique on Fifth Avenue in New York, reinforcing its status in the high-jewelry segment.

• The appointment of new creative director Matthieu Blazy (formerly at Bottega Veneta), bringing fresh creative energy to the brand.

Hermès and Dior maintain strong positions

Hermès continues to strengthen its position, securing a Top 100 placement at 98th (+4) with an estimated $20 billion valuation. Meanwhile, Dior stands out as the 7th strongest brand in the world, a testament to its unwavering global influence.

Luxury automakers face challenges

While French luxury houses thrive, the automotive sector faces turbulence due to market volatility, supply chain disruptions, and shifting geopolitical policies.

Tesla falls to 36th place (-18), reflecting broader industry challenges. Mercedes-Benz drops to 23rd place (-4), holding strong but feeling the impact of changing consumer demand.

A streamlined view of the most valuable luxury brands in 2025

This curated ranking presents a refined snapshot of luxury’s power players, organized by sector.

Luxury fashion

1. Chanel (France)
2. Louis Vuitton (France)
3. Hermès (France)
4. Dior (France)
5. Gucci (Italy)
6. Prada (Italy)
7. Armani (Italy)

Luxury automotive

1. Mercedes-Benz (Germany)
2. Tesla (USA)
3. BMW (Germany)
4. Porsche (Germany)
5. Audi (Germany)
6. Ferrari (Italy)
7. Lexus (Japan)

Hard luxury (watches & jewelry)

1. Rolex (Switzerland)
2. Cartier (France)
3. Tiffany & Co. (USA)

Luxury hotels

1. Hilton Hotels & Resorts (USA)
2. Hyatt (USA)

Luxury cosmetics & personal care

1. L’Oréal (France)
2. Guerlain (France)
3. Lancôme (France)
4. Estée Lauder (USA)

Luxury spirits

1. Moutai (China)
2. Hennessy (France)

Luxury selective retail

1. Sephora (France)

The full list of most valuable luxury brands in 2025 (all sectors)

(Ranked from highest to lowest in Brand Finance’s Global 500 list)

1. Moutai – #20 (Luxury spirits, China)
2. Mercedes-Benz – #23 (Automotive, Germany)
3. Tesla – #36 (Automotive, USA)
4. BMW – #37 (Automotive, Germany)
5. Porsche – #40 (Automotive, Germany)
6. Chanel – #46 (Luxury fashion, France)
7. Louis Vuitton – #55 (Luxury fashion, France)
8. Hermès – #98 (Luxury fashion, France)
9. Rolex – #108 (Watches & jewelry, Switzerland)
10. Cartier – #139 (Watches & jewelry, France)
11. L’Oréal – #142 (Cosmetics & personal care, France)
12. Hilton Hotels & Resorts – #148 (Luxury hospitality, USA)
13. Audi – #127 (Automotive, Germany)
14. Ferrari – #158 (Automotive, Italy)
15. Dior – #121 (Luxury fashion, France)
16. Sephora – #244 (Luxury selective retail, France)
17. Lexus – #230 (Automotive, Japan)
18. Guerlain – #305 (Cosmetics & personal care, France)
19. Tiffany & Co. – #311 (Watches & jewelry, USA)
20. Hyatt – #294 (Luxury hospitality, USA)
21. Gucci – #204 (Luxury fashion, Italy)
22. Prada – #389 (Luxury fashion, Italy)
23. Lancôme – #393 (Cosmetics & personal care, France)
24. Armani – #437 (Luxury fashion, Italy)
25. Hennessy – #456 (Luxury spirits, France)
26. Estée Lauder – #466 (Cosmetics & personal care, USA)

Key takeaways:

• Moutai (#20) is the most valuable luxury brand in 2025, ranking highest among all luxury brands globally.
• Chanel (#46) has surpassed Louis Vuitton (#55) to become the top luxury fashion brand.
• Hermès (#98) has entered the Top 100, reinforcing its market dominance.
• Dior (#121) stands out as one of the strongest brands globally, even though its valuation ranks lower.
• Luxury automotive brands like Mercedes-Benz (#23), Tesla (#36), and BMW (#37) maintain high rankings despite market challenges.