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eBay has released its 2025 Watchlist report, highlighting both expected trends and surprising shifts in the secondhand luxury market, reports WWD.

Analyzing data from more than 134 million global users and cumulative listings from January to September 2025, eBay teamed up with stylist Brie Welch and designer Margherita Maccapani Missoni to provide a snapshot of the luxury resale landscape.

Louis Vuitton and Gucci remain the most purchased luxury brands on eBay, with more than 13 Louis Vuitton items listed every minute. From January to September 2025, the most listed and sold brands globally were:

•  Louis Vuitton: 5.2 million items

•  Gucci: 3.9 million

•  Prada: 3.2 million

•  Burberry: 1.8 million

•  Armani: 1.7 million

•  Dior: 1.2 million

Armani’s rise is linked to the passing of founder Giorgio Armani, while Dior saw renewed interest under new creative director Jonathan Anderson. Burberry’s success reflects a strategic brand turnaround.

Fast-Growing Brands and Trends

Streetwear and sportswear labels such as KidSuper, Fear of God, and Cactus Plant Flea Market showed significant growth, while the Dôen x Gap collaboration became an instant hit. Miu Miu and Birkenstock also maintained strong appeal among Gen Z shoppers.

The fastest-growing brands by number of items sold globally from January to September 2025:

•  KidSuper (+173%)

•  Fear of God (+125%)

•  Longchamp (+79%)

•  Dôen (+79%)

•  Cactus Plant Flea Market (+70%)

•  Rhude (+66%)

•  Birkenstock (+47%)

•  Chrome Hearts (+36%)

•  Miu Miu (+32%)

•  Amiri (+26%)

Most Coveted Accessories and Footwear

The hottest bags on eBay in 2025 were Fendi Baguette, Coach Taby, Hermès Kelly, Chloe Paddington, Lady Dior, and Louis Vuitton Pochette Metis. Coach bags, in particular, became central to the “It bag” trend, appearing courtside at WNBA games and in the Netflix series The Summer I Turned Pretty, averaging 92 searches per minute.

Classic watches continued to dominate the luxury market, including Rolex Datejust, Cartier Santos, Omega Constellation, Audemars Piguet Royal Oak, Tag Heuer Monaco, and Patek Philippe Nautilus. Following Taylor Swift and Travis Kelce’s engagement, searches for “old mine diamond” rose 21%, while Cartier Santos Demoiselle spiked 194%.

Sneaker trends combined nostalgia and practicality: New Balance 9060, Nike Shox, Onitsuka Tiger Mexico 66, Puma Speedcat, Adidas Taekwondo, and Asics Gel-Nimbus 10.1. The long-awaited Air Jordan 4 White Cement returned in May, sparking massive interest, with nearly 600 searches per day.

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