Top 10 luxury brands in Germany on TikTok

In 2026, TikTok is becoming an increasingly strategic lever of influence for luxury houses in Germany, even if activations remain more selective than on Instagram. Boss tops the ranking with €1.21 million in EMV, illustrating the German group's ability to adapt its premium image to short and engaging formats. Coach and Carolina Herrera follow suit, driven by targeted campaigns and effective mobilization of creators, while Versace and Ralph Lauren confirm their attractiveness among German audiences thanks to highly identifiable content. Lower in the ranking, Rimowa and Zimmermann rely on activations that are more punctual but consistent with their DNA, while Burberry, Valentino and Acne Studios close the Top 10 with a more discreet but qualitative presence. This ranking highlights a reality specific to TikTok in Germany: luxury still favors niche strategies, focused on attractiveness and image, rather than volume, paving the way for more creative and differentiating voices for brands.