What we think of as ‘luxury’ has never stood still. But in 2025, it’s pivoting in truly fascinating ways. The world’s elite aren’t just acquiring lavish objects – they’re intentionally curating identities, experiences, and even global citizenships. From jewellery to curated expeditions, read on to discover what luxury looks like now and why it signals not just wealth, but access, influence, and taste.
Superyachts: Hybrid hulls, helipads, and haute design
Yachts have long been status symbols, but in 2025, they’re also technological marvels and public statements of a commitment to sustainability. With hybrid propulsion systems, wellness suites, and eco-conscious features, these vessels have been transformed into ocean-going estates. And potential buyers are taking note. Demand is soaring (many shipyards report backlogs well into 2027). With brokerages listing advanced yachts for sale featuring hybrid systems, helipads, and smart-home tech, today’s superyacht isn’t just a toy but a floating identity that’s custom-built to broadcast prestige.
Jewellery and watches: Part art, part asset
Jewellery and watches are back in the boardroom as fine luxury pieces see a resurgence in the US, with brands like Cartier and Patek Philippe leading the charge. For example, Swiss luxury conglomerate Richemont’s sales rose 16% in the Americas over the past year, mainly driven by its jewellry brands (which include Cartier and Buccellati). From rare emerald rings to platinum tourbillons, these pieces blend aesthetic power with long-term investment potential – making them particularly appealing to the super-rich.
The new prestige: Unforgettable experiences
Ownership isn’t everything. The elites of 2025’s want experiences that can’t be Googled. Think bespoke wellness retreats in Bhutan, invite-only art weekends in Tokyo, or private Antarctic explorations. These curated escapes aren’t about luxury, but rarity. Experiences are rapidly becoming the most valued status marker among the ultra-rich.
Global mobility: Passports with perks
Post-election shifts sparked a huge boom in investment-based residencies in Malta, Switzerland, and other places, alongside seeking second citizenships in countries like New Zealand or Costa Rica. Applications from US ultra-high-net-worth individuals for investment programmes jumped 183% in early 2025. Obtaining dual citizenship is now less about tax and more about prestige – letting wealthy individuals hedge geopolitical risk while enjoying global access.
The new language of luxury: access, rarity, story
In 2025, luxury is no longer just about price tags, but a certain narrative. Whether it’s a custom yacht, a one-of-a-kind timepiece, a private safari, or a second passport, these prestige items and experiences convey personal taste and a new kind of luxury and exclusivity.