Christie's expands art market to luxury goods as Gen Z drives new collecting

Christie's first‑half 2026 report shows the auction house moving beyond traditional paintings to sell guitars, designer handbags, rare watches, sneakers, digital pieces and other luxury objects. Nearly half (47%) of its new clients are Millennials or Gen Z, signalling a cultural shift where collectors value story, rarity and social visibility as much as technique. The change was highlighted by the Jeff Beck guitar sale in London, which fetched £8.7 million – eight times its estimate – with buyers from 40 countries. Christie’s now positions itself as a global platform for art, luxury and collectibles, reflecting younger buyers’ broader visual and cultural identities.