78% of young luxury collectors buy for investment, new survey suggests

A US-based insurance provider has released findings from its study of young luxury collectors, revealing that 78% of these affluent Americans consider an item’s future value a top purchasing factor

Chubb’s new report, “The New Era of Luxury Collecting & Investment,” surveyed 1,000 affluent Americans, dubbed “HENRYs” — ranging in age from their early 20s to their mid-40s.

They had annual incomes of $250,000 to more than $1,000,000 and actively collect luxury items such as watches, jewelry, art, antiques, wine, and sports memorabilia. HENRY is an acronym for “High Earners Not Rich Yet.”

The study aimed to understand their collecting motivations, purchasing behaviors, and attitudes toward protecting high-value assets. It found that collecting among these high earners is not a passing hobby and is a long-term, investment-driven pursuit.

For watches and jewelry, 42% of collectors in this demographic are also motivated by status, prestige, and building expertise.

Amy McNeece, head of digital consumer, personal risk services at Chubb, explained: “For today’s collectors, owning luxury items is both a way to express themselves and a smart financial move. They buy with an eye on future value, but our research shows many still overlook the insurance protection needed to safeguard these investments.”

Watch and jewelry collectors are also the most active buyers, with 21% making acquisitions quarterly, and 13% purchasing monthly.

Laura Doyle, Chubb Valuables Collections product leader, added: “These young luxury buyers are redefining what it means to be a collector. They aren’t simply buying things they love, they’re building portfolios with the same discipline and long-term thinking you would expect from experienced investors.”

In terms of where these collectors make their purchases across all categories, 71% prefer to complete acquisitions digitally, 70% prefer to verify condition or provenance online, and 61% prefer digital authentication and grading.

However, 70% still prefer to source items in person, indicating that physically evaluating an item remains a valued part of the process.