Comparison
Chanel vs Hermès: which is the better investment?
Chanel has raised prices harder. Hermès is the one buyers pay a premium to own second-hand. If you are buying to sell, the answer is not close.
| Chanel Classic Flap Medium | Hermès Birkin 25 Togo | |
|---|---|---|
| 2019 US retail | $5,800 (Oct 2019) | $9,850 |
| Latest US retail | $11,700 (Apr 2026) | $13,500 (2026) |
| Retail increase | +102% | +37% |
| Resale vs retail | Not yet sourced | ≈2.4× retail (pristine, ≈$28,000–$30,000). Figure dated Sotheby's, 2026 , measured against retail at that time, not the latest price above (sothebys.com) |
Hermès bags averaged 138% retention in Rebag's 2025 report. We have no comparable sourced figure for the Classic Flap, so we won't pretend to compare like with like. Full histories: Chanel, Birkin 25.