Not just a bag: Why Dior, Porsche and F1 are winning at luxury

"Not just a bag: Why Dior, Porsche and F1 are winning at luxury

If you’re thinking luxury is all about logos and leather, think again. In 2025, the world’s most valuable luxury brands are thriving not just on heritage—but on how well they reinvent the idea of indulgence.

“Luxury thrives when it feels personal, rare, and earned,” said Henry Farr, Valuation Director at Brand Finance London, on HOT Business with Jeremy Maggs, powered by Standard Bank.

Despite global economic uncertainties, top-tier brands like Porsche, Dior and Louis Vuitton are experiencing record highs in valuation. What’s driving this? It’s less about flaunting wealth and more about curated experience—from private islands and ski-in suites to limited-edition heels with in-store champagne fittings.

“Anyone can buy a car to get from A to B. But today’s luxury consumer wants a sustainable, meaningful experience that speaks to identity and purpose.”

How luxury brands maintain their staying power

Porsche, ranked top luxury brand for the eighth year in a row, owes much of its staying power to a balance of heritage and green innovation. Think fast cars with climate conscience. Meanwhile, Dior is overtaking giants like Chanel, thanks to exquisite store experiences that can’t be replicated online.

“Dior has made luxury retail theatrical again—think Parisian stage set for a handbag.”

Luxury hotels too are pivoting from boardrooms to bonding. With business travel waning, properties like Four Seasons are offering transformative family escapes—yachting, safaris, even bespoke wellness retreats.

Even marketing has changed. Forget billboards—brands now meet luxury consumers at golf greens, racetracks and tennis tournaments. Louis Vuitton’s foray into Formula One is a masterclass in prestige positioning.

And if you’ve been browsing that vintage Tag Heuer? You’re not alone.

“Pre-owned luxury isn’t just in—it’s aspirational. It keeps brands relevant, creates loyalty, and tempts future buyers up the ladder.”

In Closing

So next time you sip your flat white and scroll the ‘new in’ tab, know this: luxury is less about owning and more about experiencing. And yes, the thrill of the pre-loved is now part of the high-gloss story. Tune in to Hot Fm for updates and news making current affairs.