Van Cleef & Arpels has capitalized on the growing secondary market for vintage jewelry through its Heritage Collection, launched in 2007. The collection offers around 150 curated 20th-century pieces, authenticated and restored by the maison, allowing clients to buy directly from the jeweler rather than through auction houses like Sotheby's, Christie's, and Artcurial, which sold over €120 million in Van Cleef jewels in 2024.
This initiative matters because it allows Van Cleef & Arpels to capture revenue from the lucrative vintage market while guaranteeing authenticity and aftercare for buyers. The Heritage Collection also preserves and shares the brand's history, featuring pieces with unique stories—such as "patriotic jewels" made during World War II—that appeal to collectors seeking rare, wearable art with provenance and emotional resonance.