2024 was a year of big wins across financial markets, despite the challenges posed by political turbulence and global uncertainties. While central bank policies, geopolitical tensions, and the U.S. elections sparked moments of volatility, key sectors like big-tech and AI surged to new heights. Alternative assets also experienced their strongest momentum in years, highlighted by Bitcoin surpassing the $100,000 mark — a milestone that reinforced the growing confidence in alternative investments as a cornerstone of modern portfolio diversification.
The collectibles market also demonstrated its resilience amidst the global landscape. While it didn’t return to the post-pandemic highs, macroeconomic shifts like global interest rate cuts and a revitalised cryptocurrency market drove fresh momentum. These trends underscored the strength and appeal of alternative investments.
As we start 2025, it’s the perfect time to reflect on everything we accomplished together last year. From successful exits to a rapid growing community, 2024 showed us that passion and profit do belong together. Let’s dive in.
Highlights from the World of Collectibles
The collectibles market continued growing in 2024, with record-breaking auction sales and a surge of interest from younger generations. From timeless vintage watches to culturally significant pop culture artifacts, the year highlighted the market’s diversity and enduring appeal.
Global Shifts and Emerging Players
The United States solidified its position as the global leader in the collectibles market, while the Middle East emerged as a key player, fuelled by Gulf nations investing heavily in cultural enterprises. Sotheby’s and Christie’s are betting on the region’s future, announcing plans for new outposts in Riyadh—a signal of the Middle East’s growing influence.
Generational Energy Driving Change
Millennials and Gen Z infused fresh momentum into the market, empowered by a generational wealth transfer. Auction houses like Sotheby’s embraced this shift, partnering with celebrities to attract younger buyers and align offerings with their preferences.
Category Highlights
Watches: Vintage watches were the highlight last year, showcasing more diversity in offerings, including rare designs like the Rolex Paul Newman Daytona and Audemars Piguet Cobra. Collectors leaned toward historically significant pieces and embraced more accessible price points under $100,000 — a trend aligned with Timeless’s focus on enduring vintage watches.
Fine Wine: U.S. buyers emerged as dominant players for the first time, while Japan made waves in the champagne market, showing how fine wine continues to attract global interest.
Whisky: Rare and vintage whiskies dominated the scene, with bottles from Macallan and Port Ellen leading the way. Japanese whiskies, especially from Yamazaki and Hibiki, continued to gain global attention. Limited editions and aged whiskies drove growth in the secondary market, highlighting a preference for historically significant, high-quality bottles.
Memorabilia: Sports memorabilia and pop culture stole the scene. Standout moments included Tom Brady’s “The GOAT Collection,” which sold for $9 million—triple its estimate—and a Star Wars Boba Fett action figure that became the most expensive toy ever auctioned at $1.3 million.
Sneakers: The convergence of luxury and sneaker culture made headlines, with Michael Jordan’s “Dynasty Collection” fetching $8 million at Sotheby’s and the Solid Gold OVO x Air Jordans valued at $2 million.
Classic cars: The classic car market hit new heights, with the 1955 Mercedes-Benz 300 SLR Uhlenhaut Coupé leading the pack at $142 million. Meanwhile, modern classics from the 1980s and 1990s, like the Porsche 911 Turbo and Toyota Supra MK4, attracted younger collectors, signalling a shift toward performance-driven models with nostalgic appeal.
NFTs: After a challenging few years, NFTs showed signs of recovery in late 2024, with weekly sales surging by 94% to $181 million. Increased trading volumes and renewed market activity suggest a potential rebound, but volatility remains high.
Handbags: In the luxury handbag market, Hermès raised prices for its iconic models in 2024 and early 2025. The Birkin 30 in Togo leather saw a 7.8% increase to $12,500 in the U.S., while the Kelly 25 in Togo Retourne rose 4% to €8,950 in Europe. The impact of these price hikes on the secondary market remains to be seen in 2025.
Passion Meets Profit: Our Exit Highlights
2024 was a year of big wins for our investors. We celebrated 20 successful exits, delivering on average a gross profit of 21.97% with an average holding period of 20.6 months, and an average CAGR of 217.14%.
Some of our highlights:
Glen Grant Gordon & MacPhail Trilogy Wealth Solutions: Thanks to a new partnership with a renowned whisky supplier in Poland, we facilitated the exit of this exceptional whisky set—achieving a gross profit of over 31% in just four months. This collaboration expanded our supplier network, unlocking exciting potential for future whisky exits.
Audemars Piguet Ferrari Ref. 14677BA – This rare watch, showcasing an engraving of the Ferrari 315 S on its dial, found its ideal home with a passionate car collector—who happens to own the very same Ferrari model! It was the perfect addition to his collection, and the transaction delivered 20.3% gross profit to our investors in just four months.
Audemars Piguet Cobra Ref. 25403BC – Our expanding global network continues to unlock exciting opportunities, including a growing presence in the Middle Eastern market. This piece found its new home with one of the region’s most influential individuals. According to public records, the sale price ranks among the highest ever recorded for this model—and we delivered a 16.3% gross profit to our clients in just five months.
Every asset we offer is handpicked by our dedicated asset team, chosen for its rarity, cultural significance, and the unique story it tells. This ensures that every investment isn’t just a financial decision—it’s an experience. Some assets have captured the imagination of our investors so quickly, they sold out in mere minutes.
The Macallan 72 Year Old Lalique: Crafted in collaboration with Lalique crystal and distilled in the 1940s, this exceptional whisky is one of just 600 bottles ever made. It sold out in just 16 minutes.Trade Now
Travis Kelce Jersey Game-used & Signed: A piece of NFL history, this jersey embodies the excitement of the 2015 season and was worn by one of the greatest players of all time. The asset sold out in just 8 minutes. Trade Now
1965 Yamazakura Takashimaya: A true treasure from one of Japan’s oldest distilleries, this whisky is among only 60 bottles ever produced. It found its new owners in a record 6 minutes. Trade Now
Our marketplace continues to grow year after year, with increasing activity from our community. In 2024, our clients traded a total of 2,405,911€. Here are the top 3 traded assets:
MAYC #21268 – NFT Collection: A part of Yuga Labs’ Mutant Ape collection, this NFT stands our for including the rare Megakoda. Trade Now
Rolex Daytona Ref. 16528 Pave Emerald Dial:One of the very few of its kind, this yellow gold Daytona features a factory-set diamond and emerald dial that epitomize luxury and rarity. Trade Now
1632 First Edition of Galileo’s ‘Dialogo’: This extremely rare work from Galilei defied the Church’s geocentric worldview back then, making it a cornerstone of the scientific revolution. Trade Now
2024 was not only a year of financial milestones but also one of advancements for the Timeless app. We continue to further enhance our features to deliver the best experience and make sure that investments are as safe and simple as possible. Here are some highlights:
Savings Plan: Take the hassle out of investing with our automated Savings Plan. Tailor your investments to your favourite collectible categories and watch your portfolio grow effortlessly — whether you’re taking your first steps or expanding your collection.
While 2024 delivered significant gains across various markets, the outlook for 2025 points to a more cautious and unpredictable environment. Market experts have raised concerns about the potential for a bubble in stock markets, suggesting that the exceptional highs achieved last year may prove difficult to sustain. Inflation pressures remain a key challenge for central banks, geopolitical uncertainties persist, and the post-election regulatory landscape in the U.S. adds further complexity to the global economic picture.
In this shifting landscape, the importance of portfolio diversification has never been greater. As investors navigate market uncertainties and seek opportunities beyond traditional markets, tangible assets like collectibles are becoming even more essential. With their intrinsic value, inflation-resistant nature, and lack of correlation to traditional markets, collectibles offer a compelling blend of stability and growth potential.
Collectibles have always been a privilege of few, but at Timeless, we believe they’re for everyone. In 2025, we’re committed to pushing the boundaries even further. Together, we want to continue building a future where your investments reflect not just profit but passion.
Want to be part of the next 2025 exit success story of Timeless?
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