FOCUS 焦点 10 | JNA March 2026 Gen Z and millennial bidders are becoming a familiar sight in auction salesrooms, going after rare gemstones, contemporary jewellery designs and even vintage pieces. Thanks to digital platforms, it has become far easier for them to get involved, making auctions more accessible and appealing to a younger crowd. What started as a quick fix during the Covid-19 pandemic has now turned into a key component of auctioneers’ growth strategies, with a focus on keeping these tech-savvy buyers engaged through an increasingly more dynamic digital presence. Millennials, who are now in their 30s and 40s, and Gen Zs, ranging from their teens to late 20s, are shaking up the luxury jewellery auction scene. And they are all about individuality, meaningful stories behind the pieces and smart investments, bringing a fresh energy and perspective to the market. The new collector Younger clients represented 44 per cent of bidders across luxury categories at Christie’s in 2025, up from 41 per cent in 2024, demonstrating sustained growth in participation throughout the years, according to Belinda Yuen, a Jewellery Department specialist at Christie’s APAC (Asia Pacific). Jewellery is an accessible entry point for these buyers. In 2025, Christie’s global jewellery auction sales – across live and online events – achieved US$518 million, with US$128 million generated in Asia. APAC accounted for 30 per cent of global new buyer auction spend and 40 per cent of global millennial/Gen Z auction spend in 2025, with Hong Kong, China and Taiwan as leading buying markets in APAC at Christie’s global auctions. Rare gems like emeralds, rubies, sapphires and | Bernardette Sto. Domingo 杜明高 | A bid for brilliance: Gen Zs and millennials at luxury auctions 竞逐璀璨：Z世代与千禧一代成奢侈品拍卖会新力军 The jewellery auction landscape is undergoing a transformative shift, driven by the rising participation of Gen Zs and millennials. Their growing influence signals a profound and lasting change that will redefine the future of the jewellery market – reshaping values, trends and dynamics for generations to come. Z世代与千禧一代正推动珠宝拍 卖市场经历一场深刻的变革：他们活 跃于各大珠宝拍卖会，其日益增强 的消费话语权预示着珠宝市场的 前景将会被重新定义，或将从根 本上重塑未来数代人的珠宝收藏 价值观、潮流趋势及行业格局。 The Mellon Blue, a fancy vivid IF blue diamond weighing 9.51 carats, sold for CHF20.52 million (around US$25.6 million) at Christie’s Geneva in November 2025. Christie's Images Ltd 2026 “梅隆蓝钻”(The Mellon Blue)，重达9.51克拉的艳彩无瑕蓝钻，于 2025年11月在日内瓦佳士得拍卖会上以2,052万瑞士法郎(约2,560 万美元)成交(图片提供：Christie's Images Ltd 2026)
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