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Hermès, Patek Philippe & Bugatti Lead Limited100 Luxury Brand Index

Limited100 L100i Luxury Brand Index

Paris / London / New York - The world of high luxury has a new benchmark. L100i, the first-ever quantitative index dedicated to measuring brand rarity and desirability, today unveils its inaugural 2025 Q4 Global Rarity Rankings.

Spanning haute couture, horology, automotive, fine spirits, jewellery, art, and technology, the index evaluates the 100 most exquisite brands through six pillars of prestige:

 

Dimension

Meaning

EQ = Exclusivity Quotient

How rare, limited, or invitation-only the brand’s creations are.

CC = Craftsmanship Credibility

Technical mastery, heritage, and design excellence.

CM = Cultural Magnetism

Influence across culture, art, and global awareness.

CF = Collectability Factor

Demand and performance in secondary markets.

LM = Luxury Momentum

Growth in attention, digital energy, and emerging relevance.

SP = Sustainability Prestige

Commitment to responsible and transparent luxury.


The Formula of Exquisiteness

At the core of the Limited100 Index lies a proprietary computation:

L100i = (EQ × 0.25) + (CC × 0.20) + (CM × 0.20) + (CF × 0.15) + (LM × 0.15) + (SP × 0.05)

Each metric is scored 0–100, creating a composite L100i that quantifies both tangible scarcity and cultural allure.

Highlights from 2025 Q4

  • Hermès (L100i 94.5) remains the benchmark for exclusivity and heritage craftsmanship.
  • Patek Philippe (94.1) and Bugatti (93.0) follow, exemplifying technical mastery combined with rarity.
  • Rising maisons such as Schiaparelli and Pagani recorded the strongest quarterly gains, reflecting renewed collector passion.
  • Louis XIII, Van Cleef & Arpels, and The Macallan continue to define excellence within their respective categories.

A New Language of Luxury

“In an era where perception drives value, Limited100 translates cultural desire into data,” says Simon Wright, Curator and Director of Insights at Limited100. “Our goal is to quantify what was once purely emotional - the aura of rarity.”

The Limited100 Brand Positioning Tracker is published annually, combining quantitative analytics with qualitative insight from global experts, collectors, and maisons.

About Limited100

L100i is the definitive global rarity index for the luxury sector, published by the premier luxury automotive wall art brand. Founded in 2025, the tracker merges cultural intelligence, craftsmanship metrics, and collector data to reveal the evolving hierarchy of desirability across the world’s most refined brands.

For partnership and licensing enquiries, visit www.limited100.co.uk or email press@limited100.co.uk.

 

Ranking Brand Sector EQ CC CM CF LM SP L100i
1st Hermès Fashion & Couture 97.1 95.2 94.5 92.7 91.8 88.4 94.53
2nd Patek Philippe Watches 96.8 94.7 93.9 92.5 91.2 87.5 94.11
3rd Bugatti Automotive 95.9 93.5 92.2 91.4 90.8 88 93.03
4th Chanel Fashion & Couture 94.8 93.9 92.7 91.1 89.9 86.5 92.47
5th Richard Mille Watches 94.5 93 91.8 90.6 89.5 85.9 91.91
6th Rolls-Royce Automotive 94.1 92.8 91.5 90.3 88.7 87 91.71
7th Dior Fashion & Couture 93.6 92.4 91 89.7 88.3 85.4 91.1
8th Van Cleef & Arpels Jewellery 93.2 91.8 90.5 89.1 88 85.8 90.63
9th Audemars Piguet Watches 92.8 91.5 90.2 88.7 87.5 84.7 90.15
10th Cartier Jewellery 92.5 91 90 88.5 87.2 85 90.12
11th Pagani Automotive 92.5 91 90 88.5 87.2 85 90.12
12th Louis XIII Spirits & Gourmet 92.5 91 90 88.5 87.2 89 90.12
13th Schiaparelli Fashion & Couture 92.5 91 90.2 88.3 87 85 90.08
14th Balenciaga Fashion & Couture 92 90.8 89.5 88 86.8 84.2 89.75
15th Vacheron Constantin Watches 91.8 90.2 89 87.5 86 84 89.68
16th Valentino Fashion & Couture 91.7 90.5 89.2 87.8 86 83.9 89.43
17th Bvlgari Jewellery 91.8 90.5 89 87.5 86 84 89.35
18th Koenigsegg Automotive 91.8 90.5 89 87.5 86 84 89.35
19th The Macallan Spirits & Gourmet 91.8 90.5 89 87.5 86 87.5 89.35
20th A. Lange & Söhne Watches 91.5 90 88.5 87 85.8 83.5 89.32
21st Fendi Couture Fashion & Couture 91.2 89.8 88.5 87 85.9 83.5 88.92
22nd Rolex Watches 91.2 89.8 88 86.5 85 82.5 88.92
23rd Graff Jewellery 91.2 89.8 88.5 87 85.5 83.5 88.88
24th Ferrari Tailor Made Automotive 91.2 89.8 88.5 87 85.5 83.5 88.88
25th Dalmore Spirits & Gourmet 91.2 89.8 88.5 87 85.5 86 88.88
26th Maison Margiela Fashion & Couture 90.9 89.5 88 86.7 85 83.2 88.65
27th Breguet Watches 90.8 89.5 87.5 86 84.7 82 88.58
28th Harry Winston Jewellery 90.8 89.5 88 86.5 85 83 88.53
29th Aston Martin Q Automotive 90.8 89.5 88 86.5 85 83 88.53
30th Yamazaki Spirits & Gourmet 90.8 89.5 88 86.5 85 85 88.53
31st Tom Ford Fashion & Couture 90.5 89 87.7 86 84.7 82.8 88.25
32nd Tiffany & Co. Jewellery 90.5 89 87.5 86 84.5 82.5 88.2
33rd Bentley Mulliner Automotive 90.5 89 87.5 86 84.5 82.5 88.2
34th Dom Pérignon Spirits & Gourmet 90.5 89 87.5 86 84.5 84.5 88.2
35th Blancpain Watches 90.5 89 87.2 85.8 83.5 81.5 88.18
36th Chaumet Jewellery 90.2 88.5 87 85.5 83.8 81.8 87.88
37th McLaren MSO Automotive 90.2 88.5 87 85.5 83.8 81.8 87.88
38th Krug Spirits & Gourmet 90.2 88.5 87 85.5 83.8 84 87.88
39th Franck Muller Watches 90 88.5 87 85.5 83 80.8 87.75
40th Loewe Fashion & Couture 90 88.5 87 85.7 84 82.5 87.72
41st Baccarat Home & Lifestyle 90 88.5 87 85.5 84 82.5 87.72
42nd Armani Privè Fashion & Couture 89.8 88 86.5 85 83.8 81.9 87.45
43rd Hublot Watches 89.8 88 86.5 85 83.2 81 87.45
44th Buccellati Jewellery 89.8 88 86.5 85 83 81 87.45
45th Lamborghini Ad Personam Automotive 89.8 88 86.5 85 83 81 87.45
46th Hennessy Paradis Spirits & Gourmet 89.8 88 86.5 85 83 83.5 87.45
47th Prada Fashion & Couture 89.5 87.8 86.2 84.8 83.5 81.5 87.12
48th Jaeger-LeCoultre Watches 89.5 87.8 86.2 84.7 82.8 80.5 87.12
49th De Beers Jewellery 89.5 87.8 86 84.5 82.5 80.5 87.12
50th Rimac Automotive 89.5 87.8 86 84.5 82.5 80.5 87.12
51st Glenfiddich Rare Spirits & Gourmet 89.5 87.8 86 84.5 82.5 83 87.12
52nd Lalique Home & Lifestyle 89.5 88 86.5 85 83.5 82 87.12
53rd Gucci Fashion & Couture 89.2 87.5 86 84.3 83 81 86.85
54th Piaget Watches 89.2 87.5 86 84.5 82.5 80.2 86.85
55th Messika Jewellery 89.2 87.5 86 84.3 82 80.2 86.85
56th Château d'Yquem Spirits & Gourmet 89.2 87.5 86 84.3 82 82.5 86.85
57th Maserati Automotive 89.2 87.5 86 84.3 82 80.5 86.85
58th Loro Piana Fashion & Couture 88.8 87 85.5 84 82.5 80.8 86.4
59th Ulysse Nardin Watches 88.8 87 85.5 84 82 79.8 86.4
60th Penfolds Grange Spirits & Gourmet 88.8 87 85.5 84 82 82 86.4
61st Lotus Automotive 88.8 87 85.5 84 82 80 86.4
62nd Frette Home & Lifestyle 88.8 87 85.5 84 82 80.5 86.4
63rd Givenchy Fashion & Couture 88.5 86.5 85 83.5 82 80.5 86
64th Girard-Perregaux Watches 88.5 86.5 85 83.5 81.5 79.5 86
65th Singer Vehicle Design Automotive 88.5 86.5 85 83.5 81.5 79.5 86
66th Zenith Watches 88.5 86.5 85 83.5 81.5 79.5 86
67th Christofle Home & Lifestyle 88.5 86.5 85 83.5 81.5 80 86
68th Parmigiani Fleurier Watches 88.2 86 84.5 83 81 79 85.72
69th Alfa Romeo Automotive 88.2 86 84.5 83 81 79 85.72
70th Moser & Cie Watches 88.2 86 84.5 83 81 79 85.72
71st Panerai Watches 88 85.8 84.2 82.7 80.5 78.5 85.48
72nd Nomos Watches 88 85.8 84.2 82.7 80.5 78.5 85.48
73rd Fisker Automotive 87.8 85.5 84 82.5 80.2 78 85.2
74th Parmigiani Watches 87.8 85.5 84 82.5 80.2 78 85.2
75th Balvenie Spirits & Gourmet 87.5 85 83.5 82 80 78.5 85
76th Dunhill Men's Luxury Goods 87.5 85 83.5 82 80 78.5 85
77th De Tomaso Automotive 87.5 85 83.5 82 80 77.8 84.88
78th Fabrice & Co. Jewellery 87.5 85 83.5 82 80 77.8 84.88
79th Reza Jewellery 87.2 84.8 83 81.5 79.5 77.5 84.6
80th Ardbeg Spirits & Gourmet 87.2 84.8 83 81.5 79.5 78 84.58
81st Brioni Men's Luxury Goods 87.2 84.8 83 81.5 79.5 78 84.58
82nd Stephen Webster Jewellery 87 84.5 82.8 81.3 79 77.2 84.28
83rd Laphroaig Spirits & Gourmet 87 84.5 82.8 81.3 79 77.5 84.28
84th Kiton Men's Luxury Goods 87 84.5 82.8 81.3 79 77.5 84.28
85th Pomellato Jewellery 86.8 84.2 82.5 81 78.8 76.8 84
86th Macallan Rare Spirits & Gourmet 86.8 84.2 82.5 81 78.8 77 84
87th Canali Men's Luxury Goods 86.8 84.2 82.5 81 78.8 77 84
88th David Yurman Jewellery 86.5 84 82.2 80.7 78.5 76.5 83.68
89th Bowmore Spirits & Gourmet 86.5 84 82.2 80.7 78.5 76.8 83.68
90th Zegna Men's Luxury Goods 86.5 84 82.2 80.7 78.5 76.5 83.68
91st Vanity & Co. Jewellery 86.2 83.8 82 80.5 78.2 76 83.4
92nd Highland Park Spirits & Gourmet 86.2 83.8 82 80.5 78.2 76.5 83.4
93rd Talisker Spirits & Gourmet 86 83.5 81.8 80.3 78 76.2 83.08
94th Aberlour Spirits & Gourmet 85.8 83.2 81.5 80 77.8 75.8 82.8
95th Glenlivet Spirits & Gourmet 85.5 83 81.2 79.7 77.5 75.5 82.48
96th Glenmorangie Spirits & Gourmet 85.2 82.8 81 79.5 77.2 75.2 82.2
97th Chivas Regal Spirits & Gourmet 85 82.5 80.8 79.3 77 75 81.88
98th Johnnie Walker Blue Spirits & Gourmet 84.8 82.2 80.5 79 76.8 74.8 81.6
99th Bremont Watches 84.5 82 80.2 78.7 76.5 74.5 81.28
100th Courvoisier Spirits & Gourmet 84.2 81.8 80 78.5 76.2 74.2 81


*Data for the L100i Luxury Brand Index was compiled from a diverse range of sources, including brand reports and supply data to assess production rarity; expert panels and awards lists to evaluate technical mastery and design excellence; media analytics to measure cultural influence; secondary market data from Sotheby’s, Chrono24, and StockX to gauge demand and value retention; digital insights from Google Trends and Instagram to track emerging relevance; and ESG reports alongside brand releases to evaluate transparency and responsible luxury practices.

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