These Are the Most Exclusive Luxury Brands
What are the most exclusive luxury brands and why are they sometimes so hard to buy from? The results of a new study may surprise you.
A recent study by a leather manufacturing company, NYC Leather Jackets, developed a data-driven scoring system to assess luxury brand exclusivity. The ranking is based on seven factors: retail availability, online purchase restrictions, purchasing requirements, invitation-only access, retail pricing, resale market performance, and record-breaking sales history. Each factor received a score from 1 to 5, with higher scores indicating greater exclusivity. Products with the most limited physical retail locations, strictest purchasing policies, and highest resale market demand received top scores. The final exclusivity score was calculated out of 35, with brands ranked from highest to lowest.
Harry Winston
ranks 1st with a total exclusivity score of 27. This jewelry brand has one of the strictest access policies, with purchases of high-end pieces often requiring an invitation. Its retail presence is small, limiting access further. Demand in the secondary market remains strong, with auction records reinforcing its exclusivity.
Van Cleef & Arpels
ranks 2nd with a total exclusivity score of 18. Strict purchasing policies and limited store availability make Van Cleef & Arpels one of the hardest brands to buy. Compared to Harry Winston, it has fewer barriers related to invitation-only access but remains difficult to obtain due to its retail restrictions.
Cartier
ranks 3rd with a total exclusivity score of 18. While Cartier offers more locations than Van Cleef & Arpels, strict purchase history requirements make certain collections difficult to access. Unlike Harry Winston, Cartier allows more online purchasing options, though demand often outstrips supply.
Audemars Piguet
comes in 4th with a total exclusivity score of 17. This Swiss watchmaker has a small number of retail locations, making in-store purchases challenging. Unlike Cartier, which has wider availability, Audemars Piguet relies on exclusivity through limited production and distribution.
Patek Philippe
gets a total exclusivity score of 16. Patek Philippe watches often require extensive waitlists, making them harder to acquire than Rolex. Its invitation-only policies are comparable to Audemars Piguet, though it maintains a slightly broader presence in retail.
Rolex
ranks 6th with a total exclusivity score of 14. Rolex maintains a high resale value but has more availability than Patek Philippe. While Audemars Piguet limits production more aggressively, Rolex watches still require long waitlists due to demand.
Hermès
lands in 7th with a total exclusivity score of 14. Hermès imposes spending history requirements on customers seeking its most sought-after items. Unlike Rolex, which primarily relies on production limits, Hermès restricts access based on purchase history.
Louis Vuitton
has an exclusivity score of 12. Compared to Hermès, Louis Vuitton products are easier to obtain, though select editions are reserved for VIP clients. Unlike Rolex, which has long waitlists, Louis Vuitton’s exclusivity is enforced more through pricing and brand prestige.
Chanel
comes in 9th with an exclusivity score of 11. Chanel offers greater accessibility than Hermès and Louis Vuitton, though its exclusive collections remain difficult to purchase. Unlike Rolex, its exclusivity is not driven by production limits but by controlled distribution.
Billionaire Couture
rounds out the top 10 with a total exclusivity score of 11. This menswear brand has one of the smallest retail networks, making access challenging. Unlike Chanel, which benefits from broad brand recognition, Billionaire Couture’s exclusivity stems from its focus on ultra-high-net-worth individuals.
A spokesperson from NYC Leather Jackets commented on the study: “Exclusivity in the luxury market isn’t just about price—it’s about access. Many of the brands ranked highest have deliberately restricted availability, whether through invite-only sales, stringent purchasing requirements, or highly controlled production numbers.
“What stands out is how different brands approach exclusivity; some limit physical locations, while others enforce strict resale policies. This study sheds light on how luxury brands create demand through scarcity, reinforcing their status among elite buyers.”
You can see the full research here.
