Why Now Might Be the Time to Invest in Art—Even as the Market Cools

With headlines of slowing auction sales and cautious buyers, 2025 might seem like a strange time to invest in art. But according to the newly released Art Basel & UBS Art Market Report 2025, this moment may actually represent a key entry point—especially for strategic collectors and investors focused on long-term cultural and financial value.

*Installation view of Chiharu Shiota, THE EXTENDED LINE, 2024. Presented by Templon at Art Basel in Basel 2024. Courtesy the artist and TEMPLON, Paris – Brussels – New York.*

The Big Picture: Sales Are Down, But Volume Is Up

In 2024, global art sales declined by 12%, totaling $57.5 billion—the second year in a row of shrinking value at the top of the market. Yet at the same time, the number of transactions increased by 3%, reaching 40.5 million. This paradox reflects a shift: while the ultra-wealthy are sitting out the $10 million-plus auctions, new and younger buyers are more active than ever at lower price points .

What’s Driving This Shift?

High-end fatigue. The top tier of the market—especially auction lots over $10 million—saw a 45% drop in value and 39% fewer works sold compared to the year before .
Rising interest in affordable works. Works priced under $50,000, and even under $5,000, saw significant growth in volume, with the latter increasing by 13% in number of lots sold .
Private sales and fairs outperform. Auction houses’ public sales dropped sharply, but private sales rose by 14%, and fairs like Art Basel are increasingly where collectors make major acquisitions .

Why This Is Good News for New Investors

This shift marks a potential turning point—where long-term strategy matters more than hype. Here’s what investors should keep in mind:

Entry points are more accessible. With prices softening, there’s room to acquire high-quality works—especially in the $10K–$100K range—without competing with the speculative frenzy of past years.
Under-the-radar artists are gaining ground. Many of the market’s most active segments are being driven by new collectors exploring younger and regionally diverse artists.
Collectors are becoming curators. In this more thoughtful market, investment-worthy collections are being built through deeper engagement, not just financial speculation.

What to Watch in 2025

Private sales and galleries. As public auction values drop, more action is happening behind the scenes. Building relationships with galleries and private advisors is key.
Diversified portfolios. With the ultra-contemporary segment down 36% in value, consider balancing investments across modern, post-war, and even undervalued sectors like Old Masters or regional contemporary markets .
Art fairs with global scope. Events like Art Basel Hong Kong, which spotlight work from Asia, Africa, and the Middle East, offer access to high-potential artists not yet absorbed by Western-dominated auctions.

Final Thoughts: Strategy Over Hype

Art investing in 2025 isn’t about chasing records—it’s about reading signals. And right now, the signs point to a more diverse, grounded, and accessible market that rewards insight and patience over speed and spectacle.

If you’re thinking about investing in art, this may be your moment—not because the market is hot, but because it’s cooling just enough to let you in.