Top 10 luxury brands in Germany on Instagram

In 2026, Instagram remains a key field of expression for luxury brands in Germany, with a ranking dominated by a balance between heritage houses, local premium players and big international names. BVLGARI takes the lead with €2.6 million in EMV, driven by controlled activation and high perceived value, while Hugo Boss confirms its status as a national champion of accessible luxury with €2.4 million and a significant volume of mentions and creators. Breuninger is distinguished by a very influential strategy, generating more than 1,400 mentions and a large mobilization of profiles, ahead of Chanel, which maintains solid visibility despite increased competition. Bottega Veneta and Saint Laurent show more targeted but qualitative performances, while Louis Vuitton, Miu Miu and Gucci remain well established in the German landscape thanks to a regular and multi-creative presence. Finally, Tiffany & Co closes the ranking by focusing on more selective activation, illustrating the diversity of approaches adopted by luxury brands on the German market, between brand strength, activation volume and attractiveness.