This Year’s Focus - St. Moritz

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The classic and collectible car market is undergoing a period of rapid evolution, shaped by changing demographics, shifting collector preferences and increasing globalisation. This session will explore the current dynamics of the market and industry — from value trends and liquidity to the evolving role of auctions, traders and new digital platforms. Particular attention will be given to how a new generation of collectors is influencing demand, redefining desirability and reshaping the future of the ecosystem.

As interest in heritage, authenticity and automotive culture continues to grow, classic cars are increasingly being used as tools for brand positioning, customer engagement and experiential marketing. This session will explore how companies, events and institutions can create meaningful value through classic vehicles while avoiding superficial or opportunistic uses of heritage. 

As the classic and collectible car market continues to mature, ownership alone is no longer the sole driver of engagement. Increasingly, collectors, brands and service providers are creating experiences that extend beyond the vehicle itself — from rallies and driving tours to exclusive events, hospitality programs and lifestyle services. This session will explore how experiential offerings are enhancing customer engagement, strengthening communities and creating new sources of value within the ecosystem. Particular attention will be given to the growing role of experiences in attracting new audiences and fostering long-term relationships with collectors and enthusiasts.