THE STC 2019 LUXURY INDEX
Rank COUNTRY CITY Louis Vuitton Ferrari Rolex Score 19
1 USA New York 15 4 35 127
2 Japan Tokyo 20 3 21 125
3 China Shanghai Yangtze River Megalopolis 10 4 26 98
4 USA Los Angeles 10 4 23 95
5 Hong Kong Hong Kong 8 1 54 94
6 UK London 8 3 29 85
7 South Korea Seoul Capital Area 16 1 12 84
8 USA Miami 8 4 18 82
9 France Paris 8 1 27 67
10 Germany Ruhr metropolitan area 2 2 35 59
11 China Beijing Jingjinji 6 2 15 55
12 Japan Osaka/ Kobe 7 2 10 54
13 Russia Moscow 4 3 12 52
14 Italy Milan 3 2 23 51
15 Singapore Singapore 5 1 22 50
16 USA Chicago 4 2 16 48
17 USA Las Vegas 8 1 6 46
18 USA San Francisco Bay Area 4 2 11 43
19 Thailand Bangkok 4 1 17 41
20 Taiwan Taipei 5 1 13 41
21 Malaysia Kuala Lumpur 3 2 9 37
22 Italy Rome 3 2 9 37
23 China Chengyu Metropolitan Region 4 2 4 36
24 Mexico Mexico City 4 1 11 35
24 Australia Sydney 3 2 7 35
26 China Dalian/ Shenyang Metropolitain Region 3 1 13 33
26 USA Dallas 4 1 9 33
26 Australia Melbourne 3 2 5 33
26 Canada Toronto 4 1 9 33
30 USA Washington 4 1 8 32
31 UAE Dubai 2 1 15 31
31 China Guangzhou Pearl River Megapolis 2 2 7 31
31 USA Houston 2 2 7 31
31 Macau Macau 5 11 31
31 Philippines Manila 2 1 15 31
36 China Yangtze River Valley Megalopolis 2 2 6 30
37 USA Boston 3 1 9 29
37 Turkey Istanbul 4 1 5 29
37 Indonesia Jakarta 3 1 9 29
37 Japan Nagoya 4 1 5 29
41 Germany Frankfurt 1 1 16 28
42 UAE Abu Dhabi 2 1 11 27
43 Germany Munich 2 1 9 25
44 Japan Fukuoka 3 1 4 24
45 Germany Berlin 2 1 7 23
45 Australia Brisbane 1 2 3 23
45 USA Detroit 1 1 11 23
48 Netherlands Amsterdam 2 1 6 22
48 Hawaii Honolulu 3 1 2 22
48 Spain Madrid 2 1 6 22
48 Italy Napoli 2 1 6 22
52 USA Atlanta 2 1 5 21
52 Spain Barcelona 2 1 5 21
52 USA Philadelphia 1 1 9 21
52 Brazil Sao Paulo 2 1 5 21
52 USA Seattle 2 1 5 21
57 China Jinan/ Qingdao Metropolis 2 1 4 20
57 Saudi Arabia Riyadh 2 1 4 20
57 USA Tampa 2 1 4 20
57 Canada Vancouver 2 1 4 20
61 Greece Athens 1 15 19
61 Kuwait Kuwait City 2 1 3 19
61 USA Saint Antonio 2 1 3 19
64 UK Birmingham 1 1 6 18
64 Germany Hamburg 1 1 6 18
64 South Africa Johannesburg 1 1 6 18
64 India New Delhi 1 1 6 18
64 Germany Stuttgart 1 1 6 18
69 USA Denver 1 1 5 17
69 Portugal Lisbon 1 1 5 17
69 UK Manchester 1 1 5 17
69 USA Phoenix 1 1 5 17
69 Chile Santiago 1 1 5 17
69 Taiwan Taichung 1 1 5 17
75 Belgium Brussels 1 1 4 16
75 South Africa Cape Town 1 1 4 16
75 Switzerland Geneva 1 1 4 16
75 Saudi Arabia Jeddah 1 1 4 16
75 Bahrain Manama 1 1 4 16
75 India Mumbai 1 1 4 16
75 Panama Panama City 1 1 4 16
75 Austria Vienna 1 1 4 16
75 Poland Warsaw 1 1 4 16
75 Switzerland Zurich 1 1 4 16
85 Belgium Antwerp 1 1 3 15
85 New Zealand Auckland 1 1 3 15
85 USA Austin 1 1 3 15
85 Canada Calgary 1 1 3 15
85 Venezuela Caracas 1 7 15
85 Denmark Copenhagen 1 1 3 15
85 China Hachang Megalopolis 2 7 15
85 France Lyon 1 1 3 15
85 Monaco Monaco 1 1 3 15
85 Canada Montreal 1 1 3 15
85 Australia Perth 1 1 3 15
85 USA Portland 1 1 3 15
85 Czech Republic Prague 1 1 3 15
85 USA San Diego 1 1 3 15
85 Switzerland Sion 1 1 3 15
85 Israel Tel Aviv 1 1 3 15
85 Italy Turin 1 1 3 15
102 Switzerland Basel 1 1 2 14
102 Lebanon Beirut 1 1 2 14
102 France Bordeaux 1 1 2 14
102 Romania Bucharest 1 1 2 14
102 Argentina Buenos Aires 1 10 14
102 France Cannes 1 1 2 14
102 Morocco Casablanca 1 1 2 14
102 USA Columbus 1 1 2 14
102 Qatar Doha 1 1 2 14
102 UK Edinburgh 1 1 2 14
102 Italy Florence 1 1 2 14
102 Italy Genoa 2 6 14
102 China Hefei 1 1 2 14
102 Japan Hiroshima 1 1 2 14
102 China Kunming 1 1 2 14
102 Switzerland Lausanne 1 1 2 14
102 UK Leeds 1 1 2 14
102 USA Orlando 1 1 2 14
102 Japan Sapporo 1 1 2 14
102 France Strasbourg 1 1 2 14
102 France Toulouse 1 1 2 14
102 Italy Verona 1 1 2 14
102 China Xiamen 1 1 2 14
125 Italy Bari 1 1 1 13
125 Colombia Bogota 1 1 1 13
125 Hungary Budapest 1 1 1 13
125 Switzerland Lugano 1 1 1 13
125 Spain Marbella 1 1 1 13
125 Puerto Rico San Juan 1 1 1 13
131 Brazil Rio de Janeiro 2 4 12
132 South Korea Busan 2 3 11
132 Taiwan Kaohsiung 2 3 11
132 Germany Nuremberg 1 3 11
135 Azerbaijan Baku 1 2 10
135 UK Belfast 1 2 10
135 Germany Dresden 1 2 10
135 USA Greensboro 1 2 10
135 Germany Hannover 1 2 10
135 South Korea Jeju 2 2 10
135 Japan Kyoto 2 2 10
135 USA Salt Lake City 1 2 10
143 Australia Adelaide 1 1 9
143 Italy Ancona 1 1 9
143 South Korea Daegu 2 1 9
143 South Africa Durban 1 1 9
143 UK Exeter 1 1 9
143 China Fuzhou 1 1 9
143 Belgium Ghent 1 1 9
143 Germany Kassel 1 1 9
143 Poland Katowice 1 1 9
143 Sweden Malmo 1 1 9
143 USA Minneapolis 1 5 9
143 Italy Modena 1 1 9
143 Oman Muscat 1 1 9
143 UK Nottingham 1 1 9
143 Italy Perugia 1 1 9
143 UK Southampton 1 1 9
143 UK Swindon 1 1 9
143 Switzerland Zug 1 1 9
161 UK Colchester 1 8
161 Netherlands Enschede 1 8
161 USA New Orleans 1 4 8
161 USA Pittsburgh 1 4 8
161 Germany Singen 1 8
166 USA Charlotte 1 3 7
166 USA Cleveland 1 3 7
166 Mexico Guadalajara 1 3 7
166 USA Jacksonville 1 3 7
166 Luxembourg Luxembourg City 1 3 7
166 Mexico Monterrey 1 3 7
166 Spain Palma de Mallorca 1 3 7
166 France Saint Tropez 1 3 7
166 Sweden Stockholm 1 3 7
166 Spain Valencia 1 3 7
166 China Xi'an 1 3 7
177 USA Baltimore 1 2 6
177 India Bangalore 1 2 6
177 USA Birmingham 1 2 6
177 Italy Bologna 1 2 6
177 Mexico Cancun 1 2 6
177 USA Charleston 1 2 6
177 USA Cincinnati 1 2 6
177 France Courchevel 1 2 6
177 Brazil Curitiba 1 2 6
177 Ireland Dublin 1 2 6
177 Canada Edmonton 1 2 6
177 Vietnam Hanoi 1 2 6
177 USA Hartford 1 2 6
177 Vietnam Ho Chi Minh City 1 2 6
177 USA Indianapolis 1 2 6
177 Japan Matsuyama 1 2 6
177 Greece Mikonos 1 2 6
177 USA Naples 1 2 6
177 USA Nashville 1 2 6
177 France Nice 1 2 6
177 Japan Okayama 1 2 6
177 Aruba Oranjestad 1 2 6
177 Norway Oslo 1 2 6
177 Italy Padova 1 2 6
177 Brazil Porto Alegre 1 2 6
177 Japan Shizuoka 1 2 6
177 Russia Sochi 1 2 6
177 USA St. Louis 1 2 6
177 Guam Tumon 1 2 6
177 Italy Venice 1 2 6
207 Kazakhstan Almaty 1 1 5
207 Jordan Amman 1 1 5
207 USA Aspen 1 1 5
207 Brazil Brazilia 1 1 5
207 Belgium Bruges 1 1 5
207 Brazil Campina 1 1 5
207 US Virgin Islands Charlotte Amalie 1 1 5
207 Northern Mariana Islands Garapan 1 1 5
207 Brazil Goiania 1 1 5
207 Australia Gold Coast 1 1 5
207 Switzerland Gstaad 1 1 5
207 Saint Barthelemy Gustavia 1 1 5
207 South Korea Gwangju 1 1 5
207 Japan Hamamatsu 1 1 5
207 Finland Helsinki 1 1 5
207 Japan Kagoshima 1 1 5
207 Japan Kanazawa 1 1 5
207 Ukraine Kiev 1 1 5
207 Japan Kitakyushu 1 1 5
207 Austria Kitzbuhel 1 1 5
207 France Lille 1 1 5
207 France Marseille 1 1 5
207 Japan Mito 1 1 5
207 Japan Niigata 1 1 5
207 Japan Okinawa 1 1 5
207 Italy Palermo 1 1 5
207 USA Palm Springs 1 1 5
207 Italy Porto Cervo 1 1 5
207 Mexico Puebla 1 1 5
207 New Zealand Queenstown 1 1 5
207 Netherlands Rotterdam 1 1 5
207 USA Sacramento 1 1 5
207 Dominican Republic Santo Domingo 1 1 5
207 Japan Sendai 1 1 5
207 Austria Slazburg 1 1 5
207 Switzerland St. Moritz 1 1 5
207 Taiwan Tainan 1 1 5
207 Japan Takamatsu 1 1 5
207 USA Tucson 1 1 5
207 Mongolia Ulaanbaatar 1 1 5
207 Japan Utsunomiya 1 1 5
207 China Wenzhou 1 1 5
207 China Zhengzhou 1 1 5
250 Australia Cairns 1 4
250 Egypt Cairo 4 4
250 France Deauville 1 4
250 Japan Koriyama 1 4
250 Morocco Marrakesh 1 4
250 Japan Nara 1 4
250 Bahamas Nassau 4 4
250 Japan Oita 1 4
250 South Korea Ulsan 1 4
259 Cayman Islands George Town 3 3
259 Cyprus Nicosia 3 3
259 Thailand Phuket 3 3
259 Mauritius Port Louis 3 3
259 Malta Valletta 3 3

In building our ranking we chose three pillars of the luxury goods industry. Each is well established and marketed in their category: Louis Vuitton in fashion, Ferrari in automotive and Rolex in watches.

We could’ve added many more brands and categories, but we believe these three pillars of the industry are enough to become a measuring stick. The reason behind this is the exhaustive market research and analysis behind each store’s opening by these leading companies.

Many things influence the presence of luxury brands in a city, not only its wealth. Evaluating the assets on the ground are important when you first start your implantation and decide what intermediary you will use in establishing your brand in a new city. How known is your brand in this new market and those of your competitors? Is the demand satisfied by the supply? Is there room for a new player in the next few years and should you invest in gaining a position right now?

Our information was taken from the official websites of Louis Vuitton, Ferrari and Rolex during the month of December 2018.

Any error on the number of stores and dealerships from Louis Vuitton and Ferrari can be attributed to the date of collection of the data or the delay in updating the websites. On their website Rolex sometimes lists a few resellers in the same location and under the same name. We have not double-counted those that appear to be in the same department store. Mistakes could arise, for instance, if the owner has two stores or more stores of the same name in a shopping mall. If errors arise in the estimated changes from 2018 to 2019 in the Luxury Ranking, it most probably can be attributed to the number of Rolex authorized resellers because of the problem we have just highlighted.

Another inconsistency can arise when establishing city or metropolitan area limits. Not every city has an aggregate measurement of metropolitan area or regional area. American cities typically have a large metropolitan area than can encompass other major cities. Contrary to the Economic Power Ranking we have not formed a mega center of influence like of the Rhine-Ruhr Metropolitan Area or Beijing Jingjinji, which could be seen as favorable to the San Francisco Bay Area or Miami Metro.