When it comes to ROI, successful business owners know that it’s not limited to balance sheets, profits statements and spreadsheets, it can also apply to luxury investments. As wealth grows, passion purchases are instantly within reach and expense purchases become part of wealth preservation, but only if there’s a balance between luxury and ROI.
In 2025, there are a handful of luxury investments that stand out as being more than just indulgences; they’re assets that both perform and bring you joy. They combine emotional connection, craftsmanship and scarcity, with a genuine potential for financial appreciation. When you buy luxury wisely, your next purchase might just outperform the market and provide an impressive ROI, at the same time as bringing you daily enjoyment.
ROI and Passion Purchases Can Coexist
It’s a lot more enjoyable to buy the things we love, the things that we’re genuinely interested in and passionate about. But, that doesn’t mean luxury goods can’t be part of your wider investment strategy. Gone are the days of successful business owners focusing solely on stocks, shares and property investments. Now, alternative investments are becoming mainstream, and this has led to luxury assets becoming part of wealth preservation strategies.
But, to get the most out of luxury investments, you can’t simply chase trends. After all, trends come and go, and you’re unlikely to get any enjoyment out of your assets in the meantime. If you want to buy luxury wisely, you need to buy items you genuinely love and have an interest in.
Luxury Watches
Few investments combine engineering, design and heritage quite like fine timepieces. They’re not just accessories, they’re mechanical works of art that can quietly build value over time. Brands like Rolex are a big part of luxury watch investing, with some models having waiting lists of eager investments wanting to buy. If you’re a fan of watches, focus on timepieces that are iconic, rather than models that are trending, innovative or experimental. Pay attention to models that boast brand heritage and consistent collector demand, as these tend to hold value best.
Classic Cars
The vintage car market continues to fascinate collectors and investors alike, especially when it comes to wealth preservation. Classic cars combine craftsmanship, nostalgia and mechanical artistry. For keen collectors, they’re not just assets, they’re automotive experiences. To give your classic car investment the best chance of holding its value, focus on cars with documented provenance, matching numbers and low production runs. Cars linked to significant motorsport history or celebrity ownership can also add a premium. You can enjoy the thrill of driving or showcasing a classic car, knowing it’s also building ROI in the background.
Fine Art
Art collecting is one of the oldest forms of alternative investment, and that has certainly continued throughout 2025. Art is a tangible way to build financial value and, unlike most investments, it also enhances your living or work space. Focus on artwork from reputable galleries or auction houses, and avoid purely speculative purchases. Instead, focus on artists whose work you connect with and genuinely enjoy, and whose careers show steady recognition. When you buy luxury wisely, fine art can be both an emotional and financial statement.
Whisky and Wine
The collectible whisky and fine wine market has become a big part of luxury investments. Rarity and craftsmanship drive prices, as does the story behind the bottle or brand. The ROI of whiskey and wine isn’t all about price, it’s also about condition and storage, and ROI is unlikely without both. Bottles should remain sealed and stored in temperature controlled rooms if possible, with origin and professional grading mattering a lot. But, don’t forget to factor passion into your purchase. The best investment wines and whiskies are those you would be happy to enjoy if they never sold.
Designer Handbags
Handbags are no longer fashion accessories, or functional ways to carry everything as you go about your day. In 2025, certain luxury handbags are now considered collectible, especially when the scarcity, brand prestige and timeless design boxes are all ticked. For example, handbags like the Hermès Birkin and Hermès Kelly consistently appreciate due to limited supply and craftsmanship, as do many classic Chanel handbags. They continue to increase in resale value, which also drives up the secondary market and resell prices. To give a designer bag the best shot at holding its value, stick to classic colorways – for example, black, brown, beige and neutral tones, as these appeal to a wider market – and ensure it’s kept in impeccable condition. Original dust bags and boxes can also drive up the price.
How to Buy Luxury Wisely: Purchases with the Best ROI
As is the case with any investments, there are no guarantees. But, when it comes to luxury investments, there are things you can do to give yourself the best chance of wealth preservation success.
- Buy What You Love – If you buy what you love, you can still enjoy the emotional value of the item, even if the market dips and ROI seems unlikely.
- Understand Scarcity and Storytelling – Think about the narrative and story behind a luxury investment. Think about who made it, when they made it and why.
- Origin Counts – You need to be able to prove the value of your luxury investment. Documentation, certificates and original packaging are all key if you want to secure the highest ROI.
- Condition Equals Capital – Unsurpsingtly, preservation counts for a lot, and it can have a huge impact on how a luxury investment performs. Store, insure and look after your items.
- Play the Long Game – Luxury assets are there for day trading or making money quickly. Let time, reputation and scarcity work for you by playing the long game and seeing ROI increase over time.
- Seek Expert Advice – If you’re unsure, work with trusted dealers, curators or financial advisors who specialise in luxury assets. They can help authenticate, appraise and protect your collection.
The most successful business owners and entrepreneurs understand that ROI doesn’t have to mean compromise, and the best investments are the ones that bring both joy and justification. When you buy what you love, you’re not just spending money and investing, you’re enjoying something you’re genuinely passionate about.
