Charted: Luxury Goods Investments vs. S&P 500 in the Last 10 Years


This post is by Marcus Lu from Visual Capitalist


See this visualization first on the Voronoi app.

Chart of luxury goods by appreciation in value over 10 years

Charted: Luxury Goods by Appreciation in Value Over 10 Years

This was originally posted on our Voronoi app. Download the app for free on Apple or Android and discover incredible data-driven charts from a variety of trusted sources. Some of the world’s ultra-wealthy spend their money on luxury goods such as fine wines, expensive watches, or one-of-a-kind art pieces as a passion, but others consider them investments—and their returns do often end up paying off. We dive into the 10-year performance of various luxury good classes as of Q4 2023, according to the Knight Frank Luxury Investment Index released as part of the 2024 Wealth Report. The 10-year return of the S&P 500 was included for additional context.

Rare Whisky Bottles Have Outperformed the S&P 500 Since 2013

Knight Frank’s index uses the weighted average of each individual asset, tracking sales of reference brands and pieces for each asset.
AssetPrice Change (Q4 2013–23)
🥃 Rare Whiskey+280%
🍷 Wine+146%
⌚ Watches+138%
🖼 Art+105%
🏎 Cars+82%
👜 Handbags+67%
🪙 Coins+56%
🛋 Furniture+40%
💍 Jewelery+37%
💎 Colored Diamonds+8%
S&P 500+158%
Over the past 10 years, rare whisky (or whiskey, depending on where it was made) has been the best performing luxury asset, appreciating by 280% and even besting the S&P 500. Numerous sale records have been broken at auctions since COVID-19, with collectors sometimes shelling out millions for a single bottle. In November 2023 for example, a bottle of The (Read more…)