Why a vintage Chanel can be a potential investment and how she compares

Buying a Chanel bag has long been a matter of taste – today, for many, it is increasingly a matter of strategy. Whilst traditional investments such as shares or bonds are subject to fluctuations, certain Chanel models, particularly the Classic Flap and the 2.55, have proven to be remarkably stable investments over the years. Unlike most consumer goods, these bags do not lose value the moment they leave the shop – some models from before 2008 have, in fact, continued to appreciate in value ever since. The reason lies in a combination of limited availability, high brand demand and Chanel’s own pricing policy for new goods. But how does Chanel fare in comparison to other luxury brands such as Hermès or Dior?

line diagramm comparing the price increase of a chanel classic flap with bags from hermés, dior and louis vuitton from 2000 to 2026

A comparison of 4 iconic bags

Many designer bags in both the premium and luxury segments are seeing steady increases in value. Nevertheless, the rise in value of classic Chanel models is particularly striking. Whilst Hermès commands higher prices in absolute terms, the relative increase in value of a medium Classic Flap by Chanel over the last six years has been far greater. This means that Chanel is currently a better investment than Hermès. The value of this bag is rising faster than that of other brands. This is why vintage Chanel bags are so sought-after: they offer unrivalled quality and value retention at a fraction of the original price.

asette investment scores: a core investment, b string hold, c style pick

Ásette Investment Score

The rapid rise in prices for new bags raises questions about their value for money. The last bags featuring 24 carat gold hardware were produced in 2008. Critics emphasise the declining quality of the leather and craftsmanship. Customers are well aware of this trend and are turning their attention to vintage models, which impress with their durability. A bag that cost 1.150 § in 1990 has since appreciated in value by over 900 % – figures that other classic investment assets can only dream of. To help assess a bag's investment potential, we provide information on value appreciation as well as our own investment score.

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*The information provided by Ásette does not constitute financial or investment advice. Past price appreciation is not an indicator of future resale value.