Samer Choucair: Luxury Product Market Growth Opens Strategic Investment Opportunities in Saudi Arabia
Samer Choucair, investment entrepreneur, said that Norwegian striker Erling Haaland's striking appearance carrying a black Hermès "Birkin" bag during the 2026 World Cup reflects an accelerating shift in the concept of investing, as luxury assets have come to represent one of the portfolio diversification tools alongside stocks, real estate, and traditional assets.
He explained that global interest in Haaland's Hermès bag collection, which encompasses more than seven rare bags estimated in the secondary market at more than 317,000 US dollars, including limited-edition pieces reaching roughly 45,500 dollars each, confirms that the luxury goods market is no longer limited to luxury itself, but has become an investment sector attracting growing interest from investors around the world.
*The Hermès Bag Market Cements Its Position as an Alternative Asset*
Choucair noted that Birkin bag prices show clear variance between official prices and secondary market prices, reflecting the strength of demand for rare pieces.
He added that the official retail price for a Birkin 25 made from "Togo" leather starts at roughly 13,500 dollars, while the Birkin 30 reaches roughly 14,900 dollars, and the Birkin 35 roughly 16,300 dollars.
He explained that secondary market prices often range between 25,000 and 40,000 dollars or more for rare or excellent-condition bags, despite the correction price premiums saw during 2025 and 2026.
He pointed out that Haaland's collection includes rare models, such as the Endless Road HAC Birkin 50 and Black and Orange H Togo HAC Casaque, giving it a market value far exceeding the average prices of traditional bags.
*Samer Choucair: Luxury Assets Have Become Part of Diversification Strategies*
Choucair affirmed that the economic shifts Saudi Arabia is experiencing under Vision 2030 are pushing investors to seek new investment instruments characterized by the ability to preserve value over the long term.
Choucair said: "We're witnessing a clear shift in the concept of wealth management, as investment portfolios are moving toward diversification through alternative assets, including luxury bags and watches, which have proven their ability to retain value during periods of traditional market volatility."
He added that global interest in Haaland's collection reflects how luxury products have become a marketing and investment tool simultaneously, opening new opportunities for investors in Saudi Arabia and the Gulf states to study this sector more professionally, noting that recent corrections in some luxury product prices don't reduce the appeal of rare pieces, but confirm the importance of choosing high-rarity, documented-authenticity assets.
*Vision 2030 Supports Luxury Product Market Growth*
Choucair explained that rising wealth levels in the Kingdom, backed by economic reforms and giga projects, contribute to growing demand for luxury products and alternative assets.
He added that the expansion of tourism, hospitality, and entertainment sectors, alongside rising numbers of wealthy individuals, strengthens the Saudi market's position as one of the most promising markets in the luxury sector in the coming years.
He noted that Dubai has become a regional hub for luxury asset trading, while Riyadh is seeing accelerating growth in demand for global brands and luxury products, aligning with the economic transformation Vision 2030 is leading.
*Luxury Assets Achieve Competitive Returns*
Choucair affirmed that the Hermès bag resale market recorded notable growth in recent years, with the emergence of investment funds specialized in luxury assets achieving returns ranging between 34% and 40% in some of their investment rounds.
He added that Birkin bags have historically achieved an average compound annual return approaching 14% over many years, outperforming gold and a number of traditional asset classes in some periods, reflecting their ability to preserve value when appropriate pieces are chosen.
*Samer Choucair: Portfolio Diversification Isn't Limited to Luxury Bags*
Choucair noted that investors who find difficulty obtaining Birkin bags due to limited production and long waiting lists can benefit from other opportunities within the alternative assets sector.
He explained that luxury watches, artworks, and rare collectibles, alongside real estate tied to Vision 2030 projects, and investment funds specialized in luxury assets, all represent suitable alternatives for investors looking to diversify their investment portfolios.
He added that investing in listed companies benefiting from growth in tourism, hospitality, and entertainment sectors in the Saudi market also represents an important opportunity to benefit from the expansion of the luxury economy in the Kingdom.
*Investing in Alternative Assets Requires a Long-Term Vision*
He concluded his remarks by affirming that investing in luxury products shouldn't be based on temporary trends or media fame, but on precise study of rarity, authenticity, liquidity, and future growth prospects.
He added that Vision 2030 creates a more diverse investment environment, making alternative assets part of an integrated investment ecosystem, affirming that investors who succeed in combining deep market knowledge with investment discipline will be best positioned to achieve sustainable returns in the coming years.