How the Next Generation is Collecting and Protecting Valuables Online

For generations, the world of luxury collecting — from fine jewelry to rare watches — was an exclusive realm — a space reserved for those with connections to industry experts and private events. Retail stores, galleries, and high-end publications were the gatekeepers of knowledge and access. The landscape has since shifted dramatically. Enter the digital revolution that has democratized the world of luxury collecting, creating exciting new opportunities — and challenges — for the next generation of collectors.

The rise of social media and digital platforms has reshaped the way younger generations live and engage with collecting luxury items. Instead of relying on brick-and-mortar auction houses or niche galleries to find rare, high-end items, next-gen collectors follow prominent experts, influencers, and enthusiasts on platforms like Instagram and YouTube. Social media and private virtual communities have become the hub for discovering trends, identifying up-and-coming brands, and gaining insight into the preferences of leading collectors. Young generations use these platforms to connect with like-minded individuals, and purchase luxury watches, jewelry, and other valuables with unprecedented ease.

In fact, statistics from Christie’s reveal that luxury items are now the top category for new buyers, with a 65% rise in Gen Z buyers,¹ and online sales are expected to make up 60% of the secondhand luxury watch market by 2026.²

Another key trend is the rise of the female self-purchaser often motivated by the desire for self-reward. While men historically dominated the luxury market, younger women are making significant strides as independent buyers, signaling a shift in both purchasing power and cultural attitudes toward luxury.

While the digital revolution has opened new opportunities, it has also introduced several risks — and managing these risks is crucial for the next generation of collectors.

According to a recent report, one of the biggest concerns when buying high-end watches online is the fear of encountering counterfeits.³ As more luxury items move into the online space, collectors must exercise caution. That means verifying the source of the item, the item’s condition, requesting documentation, certificates of ownership and authenticity, and buying from reputable dealers and jewelers.

Studies show that 54% of millennials like showcasing their wealth and success on platforms like Instagram and YouTube,⁴ while Gen Z collectors often seek recommendations from peers and influencers on social media before making purchasing decisions.³ However, before following the advice of an influencer, collectors should evaluate the source and the piece's authenticity. Additionally, avoid oversharing your collection on social media, as showcasing expensive items can make you a target for theft.

As more collectors acquire luxury items — whether through online purchases or private communities — protecting those items becomes increasingly important. The Jewelry Security Alliance (JSA) reported a 21.4% rise in commercial safe attacks from 2022 to 2023,⁵ highlighting the rising risk of residential home burglaries targeting high-value jewelry and watches. Burglars have become more sophisticated and organized, using tools like torches and even angle grinders to access safes, and signal jammers to bypass alarms.

To keep your collection safe, invest in a high-security safe that is fireproof, professionally bolted, ideally over 750 lbs and TRTL/TL-30 rated or equivalent — meaning it can withstand a professional attack by torch and/or tool for at least 30 minutes. Consider installing a centrally monitored alarm system with perimeter contact sensors on all accessible openings and motion detectors throughout the home, including where valuables are stored. For comprehensive protection, install a safe connected to a separate alarm zone, which give valuables 24/7 surveillance, even if the home’s central alarm system is disabled or not armed, or store your most precious pieces in bank vaults for added security. 

One of the most overlooked aspects of collecting luxury items is proper insurance. Because standard homeowner’s policies may not offer adequate protection for valuables, collectors can be vulnerable to loss, theft, or damage. Work with an insurer who specializes in covering high-end valuables and secure Valuable Articles Coverage that addresses the unique needs of your collection.

For the next generation of collectors, the world of luxury items has become more accessible than ever. However, this democratization of access also comes with a need for heightened awareness and responsibility. It's essential for modern collectors to approach the process with caution, to invest in security, and to prioritize authenticity and insurance so they can enjoy their collections today and for years to come.

To read more about protecting your valuables at home:

• Guide to insuring your jewelry
• Watch Market Trends & Tips
• Jewelry Market Trends & Tips