EBay released its Watchlist recap for 2025, with some surprises and some notable takeaways.
Tapping eBay’s resident stylist, Brie Welch and designer and tastemaker Margherita Maccapani Missoni, the report revealed insights from its more than 134 million global users based on eBay’s purchases and data from cumulative listings from January to September 2025 to give an overview of the state of the luxury secondhand market.
According to the report’s authors, Louis Vuitton and Gucci remain the most purchased luxury brands on eBay worldwide — with more than 13 items from Louis Vuitton listed on eBay every minute. In the past year-to-date, the most listed and most purchased luxury brands globally on eBay are Louis Vuitton (5.2 million), Gucci (3.9 million), Prada (3.2 million), Burberry (1.8 million), Armani (1.7 million) and Dior (1.2 million). EBay cites Armani’s rise to the top five following founder Giorgio Armani’s passing, the excitement and ascension of Dior under Jonathan Anderson’s new tenure and Burberry’s strategy in turning the brand around to deliver as primary drivers for their list placements.
Rapidly growing brands like sportswear and streetwear brands KidSuper, Fear of God and Cactus Plant Flea Market searches surged, while Dôen’s Gap collab became an instant hit and Miu Miu and Birkenstock continued to show appeal amongst the Gen Z market.
The fastest-growing brands based on the number of items sold on eBay globally from January until September 2025 are KidSuper (increase of 173 percent), Fear of God (increase of 125 percent), Longchamp (increase of 79 percent), Doen (increase of 79 percent), Cactus Plant Flea Market (increase of 70 percent), Rhude (increase of 66 percent), Birkenstock (increase of 47 percent), Chrome Hearts (increase of 36 percent), Miu Miu (32 percent) and Amiri (increase by 26 percent).
Creative director changes in the fashion industry have been a primary driver of bringing a refreshed vision to brands and reshaping the pre-loved market. According to eBay, Jonathan Anderson drove a 390 percent surge in search for his name. Dior searches per minute rose by 52 percent — and a renewed interest in Dior classics such as the Dior Saddle bags and Lady Dior bags gave way to a 34 percent and 24 percent increase in sold items, respectively.
Post-Hedi Slimane, Michael Rider joining Celine saw purchases of Celine’s Phantom bag increase by 11 percent. While investors’ initial reaction to Demna at Gucci was rocky, his teaser campaign increased searches for his name by 87 percent. Gucci searches per minute rose by 71 percent; the platform saw a skyrocketing 325 percent increase in purchases of Ophidia small shoulder bags and a 67 percent increase in the Horsebit 1955 bag.
As a breakout star, Luar has continued to maintain its “It” brand status at New York Fashion Week — and continues to hit its stride amongst consumers with the Ana bag. The brands that saw an increase for the highest average sales and price growth are Luar (270 percent), Hereu (91 percent), Gimaguas (58 percent), Bob Mackie (57 percent), Martine Rose (47 percent), Simone Rocha (46 percent), Jacquemus (36 percent), Alaia (32 percent), Maison Margiela (22 percent) and Balenciaga (22 percent).
On eBay, the most coveted handbags for 2025 are the Fendi Baguette, Coach Taby, Hermès Kelly, Chloe Paddington, Lady Dior and Louis Vuitton Pochette Metis. Coach in particular found itself at the center of the “It” bag zeitgeist with major styles being seen courtside at the WNBA games to “The Summer I Turned Pretty” — the brand was searched for 92 times per minute this year.
The most wanted watches prove that classic styles remain timeless. The Rolex Datejust, Cartier Santos, Omega Constellation, Audemars Piguet Royal Oak, Tag Heuer Monaco and the Patek Philippe Nautilus all captured the enduring heritage of the brands with prestige and style at the forefront.
Taylor Swift and Travis Kelce’s engagement also impacted searches, with “old mine diamond” searches up 21 percent, while the Cartier Santos Demoiselle watch (with searches up 194 percent) became a coveted piece.
Top-searched sneaker silhouettes are both nostalgic and utilitarian, said the report’s authors. New Balance 9060, Nike Shox, Onitsuka Tiger Mexico 66, Puma Speedcat, Adidas Taekwondo and the Asics Gel-Nimbus 10.1 all fed into fashion’s obsession with archive while delivering performance and comfort. But most notably, the long-awaited return of the Air Jordan 4 White Cement sent sneaker heads reeling; since its launch in May, eBay users have searched for the shoe nearly 600 times a day.
“Looking back, 2025 was the year pre-loved fashion went mainstream,” said Missoni. “Red carpets embraced pre-loved fashion like never before — with stars like Emma Chamberlain, Chappell Roan and Jeremy Pope making a powerful case for circular style by wearing looks sourced from eBay at the Met Gala. A sweeping wave of creative director ‘musical chairs’ reshaped familiar fashion houses, sparking renewed interest in both archival icons and the debut creations of rising stars, and sending shoppers to destinations like eBay in search of their work.”
