FOCUS 焦点 12 | JNA March 2026 into interactive experiences that resonate with Gen Zs and millennials, she continued. Specifically, digital platforms have streamlined the bidding process, allowing clients to view auction items, request condition reports, submit works for valuation and speak to specialists, among others, all in one channel. Kim of Sotheby’s observed that younger collectors are entirely comfortable operating in digital environments as they embrace the convenience, transparency and immediacy of platforms like Sotheby’s BuyNow marketplace. “Their curiosity to explore new formats and technologies continues to drive engagement and participation, including consignment requests that are submitted through our website,” remarked Kim. Digital platforms are also instrumental in attracting younger buyers at Christie’s, with 85 per cent of luxury bids placed online in 2025, revealed Yuen. These platforms have expanded access and empowered younger collectors to explore and participate in auctions, making online the primary access point for new luxury buyers at Christie’s. In 2025, 75 per cent of new luxury buyers entered through online sales, highlighting how seamless mobile experiences and on-demand access are lowering barriers for younger demographics. Christie’s has embraced digital innovation to cater to this audience, integrating hybrid salesrooms, livestreaming, mobile bidding and enriched online catalogues to enhance accessibility and global participation. This strategy has driven significant growth, with 41 per cent of new bidders entering through the luxury category in 2025. Key initiatives include prioritising mobile-friendly platforms, cross-category marketing of jewellery alongside other luxury items, educational content to empower firsttime buyers, and a strong regional focus on APAC, where younger Asian collectors accounted for 37 per cent of global luxury sales in 2025, with spending up 2 per cent year over year. A new future Moving forward, Ng said Phillips will continue to modernise through digital tools, social media and lifestyledriven branding to attract younger buyers, while tackling challenges of exclusivity, trust and education through transparency and innovative engagement strategies. She said Gen Zs and millennials are transforming jewellery auctions into a more inclusive, tech-enabled and investment-oriented marketplace – a shift that ensures this segment remains relevant, competitive and culturally resonant. “While cultural and economic factors like social media trends and inflation accelerate participation, the underlying drivers – economic clout, digital fluency and values-based consumption – point to a lasting generational shift in luxury jewellery auctions,” noted Ng. Kim of Sotheby’s raised the importance of creating content that is both personal and educational to support a vibrant digital presence. For instance, Sotheby’s social media posts that use an authentic and conversational tone has the strongest viewer resonance. “The main challenge lies in sustaining attention in a fastpaced digital environment, which we address by offering fresh, visually led content (videos, articles) and seamless online access to information,” she added. For Yuen of Christie’s, millennials and Gen Zs will likely shape the future of the auction market through stronger demand for rare gems and vintage signed pieces; higher engagement in online and hybrid auction formats; and greater bidding activity during live luxury weeks in key hubs like Hong Kong and New York. There will also be a bigger focus on ethical sourcing and sustainability, which reflect generational values, while jewellery is expected to remain one of the fastest-growing starting points for new collectors. “Younger buyers’ growing interest in luxury jewellery auctions signifies a long-term structural shift rather than a transient trend. Their preferences and purchasing behaviours will continue to shape the market, driving innovation and growth in the jewellery segment,” shared Yuen. Z世代和千禧一代竞拍者成为拍卖会场常客，他们追 求稀有宝石、当代珠宝设计，甚至古董藏品。数字平 台让年轻人可更便捷地参与拍卖，使拍卖活动触手 可及，并更具吸引力。 新冠疫情期间作为应急措施推行的线上拍卖，如今已成 为拍卖行战略的核心组成部分。拍卖行通过更多互动数字 体验，着力维系这些善于使用科技的买家群体。 如今步入30至40岁的千禧一代，以及10多岁至20多岁 的Z世代，正颠覆奢侈珠宝拍卖格局。他们追求个性表达、珍 视珠宝背后的故事内涵，并注重明智的投资，为市场注入全 新活力与视角。 新晋收藏家 佳士得亚太区珠宝部专家Belinda Yuen指出，2025年年 轻客户在佳士得奢侈品类竞拍者中占比达44%，较2024年 的41%有所上升，反映出他们的参与呈稳健增长态势。 珠宝成为这些买家的入门品类。2025年佳士得全球珠宝 拍卖成交额(包含现场及线上场次)达5.18亿美元，其中亚洲 地区贡献1.28亿美元。 亚太地区买家占2025年全球新买家拍卖消费额的30%， 同时占全球千禧一代及Z世代拍卖消费额的40%。其中，中国 香港、中国内地及台湾地区成为佳士得全球拍卖会中亚太 地区的主要消费市场。
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