Watches by Patek Philippe, copper pots from Mauviel, luxury cars from Ferrari or Bentley, jewellery by Cartier or Piaget, or a handbag from Hermès—all these could become part of a family's treasured heirlooms, passed down through generations. These meticulously crafted, exquisite items share one attribute: they were either produced or at least designed by European companies. Today, Europe continues to lead the world in such luxury goods.
However, globalisation has weakened Europe's position. America has leveraged its technological dominance, while China's mercantilist strategies initially exploited low labour costs, though it is swiftly moving beyond that model. By rapidly improving worker qualifications and employing strategic state-led policies, China has effectively disrupted many European manufacturers. The effect of globalisation has already diminished Europe's relative strength.
European luxury goods remain unrivaled, and are still the envy of the world. Ironically, Europe's major luxury buyers are its principal rivals—The US and China.
Europe protects its luxury brands through several mechanisms, such as Protected Designations of Origin (PDOs) and Geographical Indications (GIs). European companies can register their products with the European Union Intellectual Property Office (EUIPO). Specifically, the European Union seized over 152 million counterfeits worth €3.4 billion in 2023.
Why does Europe's luxury sector remain standing?
The primary reason lies in its tradition. Hermès, a family-owned business established in 1837, Louis Vuitton, which first offered its luggage in 1854, and Rolex, whose first watch emerged in 1905, exemplify this heritage. China is unable to replicate such long-standing traditions, due to the devastation wrought by its Cultural Revolution. Berluti, whose handcrafted shoes often exceed €3,000, effectively resists competition from mass-produced Asian footwear. Tradition is not merely a marketing gimmick—it embodies Europe’s intrinsic savoir-faire. It might be imitated, but never equaled.
Manufacturing luxury items requires high qualifications and specialisation, skills often found in specific regions or institutions—think of Switzerland’s ”Watch Valley” or France’s Graulhet, its centre of tanning.
These workshops preserve knowledge through generations; This European tradition also has tangible economic strength. Switzerland's Watch Valley, which produces over 50 million watches annually, controls approximately 55% of the global luxury watch market, valued at over $28 billion in 2024. Rolex and Patek Philippe alone employ more than 30,000 highly skilled workers, most undergoing rigorous apprenticeships lasting three to five years.
Another critical factor is the intrinsic nature of luxury itself. The United States and China have both committed to mass production and technological advancement. By definition, mass production and luxury goods are seemingly incompatible—luxury goods must maintain a certain exclusivity and rarity to preserve their value. Conversely, mass production aims to lower costs and increase accessibility.
Europe’s Luxury Industry Won’t Save the Continent
Europe's luxury sector alone however will not salvage its economy. Representing merely 4% of Europe's GDP (about $880 billion), it clearly cannot carry the continent’s economy. However, luxury goods do account for roughly 10% of Europe’s total exports, which underscores their significance.
Europe could then theoretically have leverage on other nations by threatening to restrict luxury exports. While less disruptive than controlling essential goods or raw materials, Europe might effectively deploy soft power: international politicians and elites could face domestic pressure should they fail to procure the latest Hermès handbag, if not for their citizens, for their spouses as well.
Luxury in a Consumerist Society
A pressing challenge for European luxury brands is not geopolitical but societal. Companies rooted in tradition have historically weathered adversity well. However, in the era of social media, luxury items risk commodification. TikTok influencers, driven by an insatiable demand to showcase new products, fail to appreciate lasting items such as jewellery by Van Cleef & Arpels. The trend is exemplified by the bizarre popularity of empty iPhone boxes on platforms like eBay. As luxury risks becoming commonplace, powerful Chinese imitators will likely arise. For Swiss watches, prestigious brands like Patek Philippe may endure, but labels such as Omega face tougher competition.
Rather than lamenting societal shifts or decrying consumerism, European luxury brands must proactively shape trends rather than merely following them. This distinction separates successful conglomerates like LVMH, which actively dictates fashion, from Kering, whose flagship brand Gucci has lagged. Europe's luxury sector cannot rely solely on history—it must master, rather than merely survive, the TikTok era.
Statement
Europe continues to excel in the luxury sector, successfully exporting to both the United States and China. This sector is strategically crucial due to its unique ability to withstand geopolitical pressures, enhancing Europe’s soft power through its exports. Rooted in tradition, craftsmanship, and specialisation, luxury goods are a critical asset. Yet, what risks and challenges confront this industry? And what steps must Europe undertake to maintain its leading position?