The article examines the art market's struggle to attract new wealthy buyers despite a surge in global wealth. Marc Spiegler, former global director of Art Basel, argues that galleries have failed to recruit the newly wealthy, noting that inflation-adjusted art sales have declined over the past 15 years. He suggests the industry needs to reposition art as 'magical' and transformative to appeal to potential patrons.
Artnet News editor Kate Brown interviews Marc Spiegler, former global director of Art Basel (2007–2022), to analyze the state of the art market entering 2026. The article reviews a turbulent 2025: galleries closed, buying energy dried up, some fairs shrank, and the secondary market faltered, though the hype-driven speculation of previous years receded. By late 2025, signs of recovery emerged—successful fall auction weeks in New York and a stronger-than-expected Art Basel Miami Beach—and both Christie’s and Sotheby’s reported upticks in projected revenue for the year.
In 2025, art fairs and auction houses have deepened their integration with luxury brands, with Sotheby's and Christie's reporting that luxury items like handbags, jewels, and watches now account for a significant share of revenue—roughly a third at Sotheby's, with private luxury sales surging 350% year-on-year. Art fairs such as Frieze London and Art Basel's global editions have moved beyond traditional sponsorship, embedding luxury partners like Tiffany & Co., Ray-Ban, Stone Island, and De Beers into curated sections, mentorship programs, and immersive installations. Industry figures like Marc Spiegler and Emily Glazebrook emphasize that the most successful collaborations prioritize artists over brands, with initiatives like UBS's Unlimited sector and the Chanel Culture Fund serving as models.