Chanel overtakes Louis Vuitton: what the 2025 ranking really reveals
It’s a shockwave in the world of luxury: in 2025, Chanel will overtake Louis Vuitton in brand value. A meteoric rise revealed by the latest Brand Finance report, which overturns established hierarchies and confirms the new dynamics of a changing sector.
Chanel, the fastest-growing luxury brand in the world
It’s the best-performing house of the year. With a +45% increase in its valuation, Chanel has reached $37.9 billion, according to the Brand Finance 2025 ranking. This spectacular growth propels Chanel into second place worldwide, just behind Porsche, and ahead of Louis Vuitton, which has fallen back to $32.9 billion.
This growth testifies to a well-honed strategy: Chanel capitalizes on its creative power, its iconic lines (haute couture, leather goods, perfumes) and a skilful management of rarity. The house on rue Cambon has also won over a younger clientele, thanks to a subtle digital presence and carefully chosen collaborations. Uncompromising luxury, in tune with the times.
Porsche still number 1, despite a slight downturn
At the top of the rankings, Porsche retains its leading position for the eighth year running, with a valuation of $41.1 billion. This dominance was weakened by a -5% drop in sales, due to sluggish demand in China and Europe. But the German brand continues to enjoy an outstanding reputation (9.6/10) and very high price acceptance, proof of the loyalty of a customer base ready to invest in reliability and performance.
Louis Vuitton, Hermès, Dior: the great balancing acts
While Louis Vuitton slips to third place, it remains one of the LVMH group’s safe havens, with a solid global positioning. Hermès follows at $19.9 billion, faithful to its model of controlled exclusivity.
But it’s Dior that creates the surprise in this edition. At $17.3 billion, Dior becomes the strongest luxury brand in the ranking, achieving a BSI (Brand Strength Index) score of 93.5/100. This dynamic performance has enabled the brand to climb three places, making it one of the world’s top 10 most powerful brands in all sectors.
The complete top 10: sure winners… and challengers
The ranking is rounded out by Rolex ($18.8 bn), Cartier ($15.7 bn), Ferrari ($14.4 bn), Gucci ($11.4 bn) and Guerlain ($7.7 bn). These are iconic brands with strong identities, but which now have to deal with new criteria of desirability: sustainability, experience, reasoned exclusivity.
Towards more emotional, less ostentatious luxury
As Henry Farr, Director of Valuation at Brand Finance, points out, “luxury must evolve in the face of a generation that values premium experiences more than material goods.” Gone are the days of mechanical price increases. Make way for a new equation: authenticity + innovation + emotion = desirability.
In 2025, Chanel imposes its vision of absolute yet contemporary luxury. And redefines the codes of a sector that can no longer be satisfied with just shining.
Read also: Why Longchamp is transforming its New York boutique into a total experience
