Boomers: the unexpected stronghold of Luxury

Chairman LUXONOMY™ Group

In the frenetic world of luxury marketing, obsessed with millennial influencers and streetwear collections for Generation Z, there exists a demographic group that continues to dominate real premium consumption statistics with a calmness that defies all trends: baby boomers. Born between 1946 and 1964, this segment currently represents 40% of global spending on luxury items according to the latest Bain & Company report, with purchasing power that exceeds younger generations by 300% when analyzing spending per transaction.

The Profile of the Luxury Boomer Consumer

Data reveals a consumer radically different from the conservative retiree stereotype. The 2025 luxury boomer is a sophisticated buyer, with encyclopedic knowledge of heritage houses and a marked preference for quality over ephemeral fashion. A joint LUXONOMY study shows that:

78% prefer physical boutiques where they can touch products and receive personalized attention, compared to 34% of Gen Z who opt for e-commerce
65% make planned purchases months in advance, contrasting with the impulsive consumption of younger generations
82% value long-term relationships with specialized salespeople, maintaining contact with the same advisors for decades

Sector Breakdown: Where Boomers Invest Their Capital

Financial Watchmaking
The watch sector remains the undisputed king of boomer luxury. Statistics from the Fondation de la Haute Horlogerie reveal:

Buyers over 55 represent 58% of Swiss watch sales above $20,000
Models like the Rolex Daytona (70% boomer buyers) and Patek Philippe Nautilus (average buyer age: 62) have become safe-haven assets
The vintage watch market has grown 18% annually since 2020, driven by boomers seeking pieces from their youth

Classic and Elite Automobiles
Hagerty Insurance reports:

Boomers control 73% of the classic car market valued over $250,000
Auctions of vehicles like the Mercedes-Benz 300 SL (1954-1963) show 85% of buyers are men aged 60-75
Brands like Rolls-Royce report 68% of their Phantom clients are over 55

Ultra Premium Tourism
Virtuoso Travel analyses show unique patterns:

Boomer travelers spend an average of $12,500 per international trip, compared to $4,200 for millennials
They prefer extended stays (21+ days) at properties like Aman Tokyo or Cheval Blanc St-Barth
45% hire personalized concierge services for impossible-to-get experiences

The Experience Factor: The New Holy Grail

Contrary to popular belief, boomers are leading the experiential luxury revolution. Exclusive Luxonomy Research data reveals:

83% prefer investing in memories rather than physical objects when spending exceeds $10,000
Private dining experiences with 3-Michelin-star chefs have grown 142% among this group
Private tours at museums like the Louvre or Prado now represent 38% of their cultural activities

Strategies from Brands That Have Cracked the Code

The savviest luxury houses have developed specific initiatives:

Hermès: Their “Héritage” program offers vintage piece restoration and intergenerational craft knowledge transmission
Ritz-Carlton: The “Generational Travel” concept creates multi-generational itineraries with age-adapted activities
Steinway & Sons: Their “Legacy” plan allows for the transfer of grand pianos with lifetime maintenance included

The Great Wealth Transfer and Its Impact

Cerulli Associates projects that by 2030, $68 trillion will have transferred from boomers to heirs, creating unique opportunities:

The re-luxury market (refurbished premium products) has grown to $25 billion annually
72% of boomers actively guide their heirs in significant first luxury purchases
Brands like Louis Vuitton report 35% of their new young clientele comes through family recommendations

Conclusion: A Market Demanding Reinvention

Luxury brands face the challenge of connecting with this segment without resorting to clichés. They require:

Adapted digital strategies (68% now use smart devices for pre-purchase research)
Loyalty programs that value their purchase history
Communication that celebrates their sophistication rather than their age

Boomers remain, against all odds, the true economic engine of global luxury. Ignoring them doesn’t just mean losing sales today, but closing doors to the generations that will inherit their taste and capital in coming decades.