Top 10 Luxury Brands 2025: Chanel Surpasses Louis Vuitton, Porsche Leads

The global luxury goods market demonstrated remarkable resilience in 2025, with leading brands posting strong value growth despite facing headwinds from geopolitical tensions and trade uncertainties. This is the key finding from the latest 'Luxury & Premium 50 2025' report published by the world's leading brand valuation consultancy, Brand Finance, on May 22.

Porsche Holds the Crown, Chanel Makes a Historic Move

German automotive giant Porsche retains its title as the world's most valuable luxury and premium brand for an eighth consecutive year. Its brand value is estimated at a staggering USD 41.1 billion, even after registering a 5% decline. The most dramatic shift, however, comes from the fashion world. French maison Chanel has overtaken Louis Vuitton to claim the number two spot, driven by an extraordinary 45% surge in its brand value to USD 37.9 billion. This makes Chanel one of the fastest-growing brands in the entire 2025 ranking. Louis Vuitton, also from France, now sits at third position.

Rolex and Dior Show Significant Strength

Other notable climbers in the valuation rankings include Swiss watchmaker Rolex. It moved up two places to rank fifth, thanks to a 36% increase in brand value, reaching USD 18.8 billion. While Dior holds the sixth position in brand value, its true triumph lies in brand strength. Dior is rated the strongest luxury and premium brand globally, achieving a top-tier Brand Strength Index (BSI) score of 93.5 out of 100. This score reflects factors like customer loyalty, marketing investment, and overall reputation.

The list also witnesses a major comeback. French perfume and cosmetics house Guerlain re-enters the top 10 for the first time since 2021, propelled by a 23% rise in brand value to USD 7.7 billion. On the other hand, Italian fashion label Gucci experienced a challenging year, with its brand value declining by 24% to USD 11.4 billion, causing it to slip four ranks, though it remains in the top ten.

European Dominance and Key Takeaways

The report underscores the continued dominance of European brands in the luxury sphere. France, in particular, is a powerhouse, housing six of the top ten most valuable brands. The overall stability and growth in brand values suggest that the luxury sector is successfully navigating a complex global economic environment, with heritage, exclusivity, and brand experience remaining paramount for consumers.

Here is the complete list of the top 10 most valuable global luxury and premium brands for 2025: