58% of ultra-rich individuals favor luxury cars, with Mercedes-Benz leading, while Rolex and Louis Vuitton top watch and bag preferences.

A Nuvama report released on December 25, 2025, reveals that 58% of Ultra High Net-worth Individuals (UHNIs) prioritize luxury vehicles, with Mercedes-Benz leading, followed by BMW, while 53% spend on jewellery. German cars dominate the market, and Rolex is the top watch brand, followed by Audemars Piguet and Patek Philippe. Louis Vuitton is the preferred luxury bag brand for 35%, with Chanel and Hermès also favored. Spending on watches, perfumes, travel, diamonds, and high-end clothing reflects a focus on enduring quality, craftsmanship, and legacy over conspicuous display.