Online auctions, Italy leads Europe in 2025: wine among the most traded categories

Italy confirms its position in 2025 as the leading European market for online auctions. Nearly 750,000 lots were sold, a 10% increase over the previous year, for a total spend of over 100 million euros. The number of participants is also on the rise. New active users grew by 20%, a sign of increasingly widespread interest in digital collecting.

Among the categories most appreciated by Italians are wine, watches, jewelry, and modern and contemporary art. However, collectible cars remain the most expensive items bought and sold.

Wine remains one of the most significant categories. In 2025, nearly 54,000 lots were sold, equivalent to approximately 300,000 bottles. This figure highlights the central role of collectible wine in the online auction market.

Notable transactions include a lot of Sassicaia with vintages from 1982 to 2018, sold for 16,100 euros. Additionally, a bottle of Domaine de la Romanée-Conti 2004 (10,500 euros) and a Bordeaux Prestige Collection Case (8,000 euros). Significant deals also emerged from Italian sellers, with bottles of Romanée-Conti Grand Cru from 2004 and 1995 sold for 15,000 and 12,500 euros respectively.

At the top of the ranking of the most expensive goods purchased in 2025 is a 1991 Ferrari Testarossa, sold for 130,000 euros. Other high-end lots include a Rolex Daytona 116505 sold for 37,500 euros and the painting “Asparagi” by Giovanni Segantini, sold for 31,000 euros.

In the jewelry sector, the highest price was reached by an 18 kt white gold ring with a 5.01-carat diamond, sold for 25,428 euros. Among household items, an 84-piece Cartier tableware set reached 10,000 euros.

“From supercars to works of art, from luxury watches to fine wines, 2025 tells the story of a market in full evolution. The significant increase in new active participants shows how online collecting is becoming an increasingly widespread passion, capable of attracting both major investors and a new generation of enthusiasts. Alongside the great luxury classics, we see new categories growing and an extraordinary enthusiasm for the world of motors, which dominates the rankings this year,” comments Stefania Filizola, the platform’s head of luxury goods.

Watches represent the category on which Italians spent the most, with approximately 20% of total spending and a 30% increase in items sold. Among the most searched brands are Rolex, Omega, and Seiko, along with Tudor. Among the most expensive models purchased, in addition to the Rolex Daytona, are a 2001 Audemars Piguet Royal Oak Chronograph (32,000 euros) and a Bvlgari Octo Finissimo (21,001 euros). The jewelry sector also recorded high values, with rings and necklaces from international brands among the most requested items.

Alongside traditional luxury, new trends are emerging. The Disney category recorded the highest growth, with a 150% increase in lots sold. This is followed by video games (+67%) and gold items (+56%), which are increasingly considered safe-haven assets. Pokémon collecting also continues to expand, with a significant increase in both the number of lots and the value of sales.

Football memorabilia is among the most dynamic categories, with a 70% growth in demand and a 50% increase in sales value.

Among the most notable items are a jersey signed by Diego Maradona, a 1989 AC Milan Champions League medal, and a jersey worn by Massimo Bonini with Juventus in 1985. Cristiano Ronaldo leads the ranking of the most sought-after players, followed by Maradona and Lionel Messi. Among clubs, AC Milan is the most searched, ahead of Juventus, Napoli, Real Madrid, and Inter Milan.

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