Auction houses are experiencing a surge in interest from younger bidders, and they are capitalizing on this trend. Josh Pullan, who heads global luxury at Sotheby’s, notes that a significant portion of their clients purchasing watches, handbags, and spirits are now under the age of 40. This represents a noticeable increase from previous years, as these categories have become particularly popular among younger buyers. Similarly, at Phillips, the number of Gen Z and millennial clients has grown by an impressive 56% over the past five years, according to Benoît Repellin, the worldwide head of jewelry.
Christie’s has also seen a shift in their demographics, with a higher percentage of millennials and Gen Z individuals participating in auctions. In 2025, 39% of female bidders and buyers were from these younger generations, up from 32% in 2024. Among men, 32% were millennials or Gen Zs, compared to 28% the previous year.
This increase in younger bidders can be attributed to several factors. Auction houses have expanded their offerings to include a wider range of merchandise, both in terms of categories and price points. This has made auctions more accessible to a broader audience, both in physical auction houses and through digital platforms. Additionally, auction houses have invested in educational content and cultivated collector communities, making the auction experience more engaging and informative for new bidders.
The luxury auction category has also expanded to include a diverse array of items, such as sneakers, sports collectibles, wines and spirits, cars, couture pieces, and fashion accessories. For example, Sotheby’s recently sold Cristiano Ronaldo’s jerseys in Saudi Arabia, while Bonhams will be offering archival Ralph & Russo pieces during Dubai Watch Week.
By broadening their offerings, auction houses have not only attracted a younger and more diverse clientele from around the world, but have also kept their core art business thriving. Younger collectors are more willing to explore and invest in a variety of categories, which has injected new energy and enthusiasm into the auction world. This trend bodes well for the future of luxury auctions, as they continue to evolve and adapt to the changing preferences of a younger generation of buyers.
