His vs Hers: South African Men Drive Growth in the Pre-Owned Luxury Market

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New luxury resale trends reveal how men and women shop differently in South Africa

The face of South Africa’s pre-owned luxury market is evolving. While women have traditionally dominated the luxury resale space, new data from luxury resale platform Luxity reveals that men are becoming one of the fastest-growing segments of the market, spending more, purchasing faster and demonstrating remarkable brand loyalty.

The latest insights show distinct shopping behaviours between male and female luxury consumers, highlighting how South Africans are approaching investment fashion, luxury watches and designer accessories in the booming pre-owned luxury sector.

Luxury Watches Dominate Men’s Pre-Owned Spending

For South African men, luxury watches remain the ultimate status investment. Nearly half (48%) of all male spending in the pre-owned luxury market is directed towards watches, with shoes and apparel accounting for a further 36%.

Jewellery, by contrast, represents just 0.3% of men’s luxury purchases.

According to Michael Zahariev, co-founder of Luxity, watches continue to appeal because they combine everyday wearability with long-term value.

“A watch is one of the few luxury items a man can wear every day without it feeling excessive. It signals taste, craftsmanship and success while often retaining, or even increasing, its value over time.”

Leading the category is Rolex, which accounts for nearly 21% of all male pre-owned luxury spending. Other sought-after brands include TAG Heuer and Breitling, both renowned for their heritage, precision and enduring resale value.

Iconic models such as the Rolex Submariner and GMT-Master II continue to attract collectors and investors alike, thanks to limited availability at retail and strong demand in the secondary market.

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Designer Handbags Lead Women’s Luxury Investments

While men focus on watches, women continue to invest heavily in designer handbags.

The category accounts for 56% of all female spending in South Africa’s pre-owned luxury market, outperforming jewellery, shoes and ready-to-wear fashion.

Luxury handbags remain among the most versatile and enduring fashion investments, offering timeless appeal that transcends seasonal trends.

“The handbag is often the cornerstone of a woman’s luxury wardrobe,” says Zahariev. “It’s a considered purchase that can be enjoyed for years, traded up or passed down through generations.”

Coveted pieces such as the Hermès Birkin, Chanel Classic Flap and Louis Vuitton Neverfull remain some of the strongest performers in the resale market.

Women also tend to shop across a broader range of luxury categories, including accessories, jewellery and apparel. Brand preferences reflect this diversity, with Louis Vuitton leading sales, followed by Gucci, Hermès, Chanel and Cartier.

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Men Are Spending More on High-Value Luxury Items

The data also reveals significant differences in spending patterns.

Almost 30% of men’s luxury purchases fall into the R100,000-plus category, driven largely by investment-grade watches and heritage leather goods.

Women’s spending is more concentrated between R25,000 and R50,000, reflecting a wider variety of purchases across multiple luxury categories.

This suggests that male shoppers are increasingly targeting fewer, higher-value acquisitions, while women are building curated collections across different areas of luxury fashion.

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South Africa’s Men’s Luxury Resale Market Is Growing Faster

One of the most striking findings is the pace of growth among male luxury consumers.

Over the past year, men’s pre-owned luxury purchases grew by 35% in volume and 52% in value. Women’s purchases also expanded strongly, increasing by 20% in volume and 40% in value, but at a slower rate.

Men’s luxury items are also selling faster, with a median resale period of 24 days compared to 33 days for women’s products.

According to Luxity, men tend to make quicker purchasing decisions for everyday luxury items, while taking a more measured approach when investing in higher-value pieces. Women, meanwhile, typically adopt a more deliberate and consistent shopping strategy across categories.

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The Future of South Africa’s Luxury Resale Market

As demand for authenticated pre-owned luxury continues to grow, South African consumers are increasingly viewing designer fashion and luxury watches as both lifestyle purchases and long-term investments.

Whether it’s a coveted Rolex timepiece, a Hermès Kelly bag or a classic Chanel handbag, today’s luxury shoppers are buying with purpose, proving that the pre-owned luxury market is no longer simply about fashion — it’s about value, heritage and smart collecting.

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