Collecting Art: Why 36% of Investors Collect Fine Art—And 6 Reasons You Might Want To Start

Why collect art? Ask a dozen collectors and you’ll hear a dozen different answers. For some, it’s about living with beauty and inspiration; for others, it’s about building an art collection with lasting value. What’s certain is that more people are doing it. According to UBS Investor Watch, 36% of investors are now collecting art as a strategic way to diversify a portfolio, preserve wealth and build a legacy.

Unlike investments you can only track on a screen, art as an asset class offers potential long-term appreciation plus the pleasure of living with works you love. For investors, it also acts as a low-correlation diversifier within a broader portfolio. At entry and mid‑market levels, Contemporary art prints, limited editions and carefully chosen originals offer credible pathways across a range of price points, making collecting art genuinely attainable today.

Whether your goal is to invest in fine art for future gains, elevate your space or assemble a collection that reflects your taste and values, the right guidance is essential. Maddox Gallery works closely with each client to navigate the market, matching you with the right artists and editions at the right moment so that every acquisition is both personal and grounded in market insight.

6 Reasons Why 36% of Investors Collect Fine Art

From emotional connection to financial opportunity, the motivations behind collecting fine art are as varied as the collectors themselves. Here are six key reasons driving the growing number of investors who are choosing to make art part of their portfolio.

1) Art Collecting Combines Passion and Profit

That first spark from a work that truly speaks to you is often what prompts people to start collecting art. In the Deloitte Art & Finance Report 2024, 60% cited emotional value as one of their primary reasons for acquiring art, while 41% also pointed to financial value—a reminder that art’s appeal often blends aesthetic enjoyment with investment potential. Over time, that emotional pull can evolve into a more analytical engagement with the market, as collectors realise that early acquisitions can rise significantly in value. Art is in the 2 top alternative investment classes, often outpacing traditional investments, and presents some of the best investment opportunities.

In the past decade, record‑breaking auction results for works once bought for modest sums have underscored the rewards of collecting fine art with an informed eye. Unlike shares or bonds, these are assets you can live with and enjoy every day, making them uniquely rewarding, as the top collectibles to invest in.

2) Art Is a Hedge Against Inflation

Fine art stands apart from purely financial investments as a non‑market‑linked asset that doesn’t move in lockstep with stocks or bonds. ​​Take 2022 as a case in point: with U.S. inflation at 8.3%, Knight Frank reported the art market’s value rose 29%, while the S&P 500 fell 18.19%, Bitcoin plunged 57.14% and the FTSE 100 declined 4.5%. In the same year, Christie’s, Sotheby’s and Phillips generated $7.4 billion in auction sales and Maddox clients’ art portfolios returned an average of +21.4%. That divergence shows how art can move very differently to mainstream markets, supporting diversification when other assets are under pressure.

This gravitational pull toward collecting art is particularly strong among ultra‑high‑net‑worth individuals (UHNWIs). Globally, this group holds more than $2 trillion in art and other collectibles—a significant store of wealth and testament to art’s important role within their investment strategies. 

Get Investment Advice

The strength of art as an alternative investment isn’t only valued by the wealthiest collectors, though. From first‑time buyers to seasoned investors, many turn to art during periods of uncertainty because it offers something other assets can’t: permanence you can see, touch and enjoy daily. Your fine art collection might centre on Contemporary art prints or on major works by established names. Either way, its cultural and financial value can instill confidence in any market climate.

STIK, Pole Dancer (2011), Acrylic on canvas

3) Contemporary Art Is More Accessible Than You Think

While headlines often focus on paintings selling for seven figures, limited edition art prints and smaller‑scale works have opened the market to a wider audience. Lower price points mean collectors can acquire works by leading artists without the barrier of multi‑million‑pound price tags, opening the door to a broader pool of collectors.

This widening access is one of the key drivers behind the print boom, with signed and numbered prints value increasing, and sell‑out drops creating a sense of urgency, fuelling competitive behaviour and generating strong art resale demand. Prints also trade more frequently than originals, offering increased liquidity and the potential for shorter holding periods in a more dynamic secondary market.

Generational shifts are also transforming the habits of those collecting art as an investment. Prints now account for 18% of all art spending among high‑net‑worth individuals. Gen X remain the highest print spenders, averaging $93,195, while millennials average $7,145, drawn to the access and flexibility editions provide. Gen Z, meanwhile, value affordability and visual impact most, often entering the art market through the acquisition of prints.

The art investment potential is clear. Consider Andy Warhol’s Jimmy Carter (1976): purchased at Christie’s New York in 2014 for £32,008, it sold at Sotheby’s New York in 2025 for £150,532—a 370% increase in just over a decade. In today’s market, collecting art prints can be a straightforward first step into the art world that connects you to the cultural moment and aligns your purchases with the future trajectories of the artists you admire.

4) The Rise of Red Chip Artists and Emerging Talent

Alongside blue chip art by household names, which continues to command record prices, a new wave of collectors is looking to the red chip market for works by emerging and mid‑career artists with high growth potential. These artists often experience swift increases in value, fuelled by viral visibility on social media, high‑profile celebrity collectors and the scarcity created by sold‑out shows—factors that can drive significant price growth in a short time.

In recent years, auction data has shown some red‑chip works appreciating by triple‑digit percentages within just a few years of an artist’s breakout. This makes them appealing to collectors looking to combine cultural significance with the possibility of financial gain.

Spotting the right red chip opportunities calls for market intelligence and timely execution. At Maddox Gallery, our expertise in identifying the most promising emerging talent enables us to connect collectors with artists whose reputations and markets are on the ascent. If you’re ready to embrace the energy and unpredictability of this segment, red chip art offers the rare chance to join an artist’s journey from its earliest chapters, often with highly rewarding results.

Jordan Tran (KEAN), Un seul ciel, 2024, Acrylic on Canvas, 245 x 195 cm

5) Art Has Cultural and Emotional Value

Beyond potential financial upside, why do people collect art? Many trace it to the way art transforms a room, bringing beauty, atmosphere and personality to a home or office. Others are drawn to the personal connection that comes from living with a work every day, supporting creative expression and aligning with an artist’s vision. And for some, collecting carries an undeniable element of social and cultural prestige, signalling taste, discernment and a place within the wider cultural conversation.

If you’re wondering how to start collecting art or asking “what art should I collect?”, begin by establishing your taste. Explore styles, movements and artists until something clicks—maybe the punch of street art, the calm of abstraction or the timelessness of figurative work. Whatever your preference, a strong emotional connection is often the foundation of a fine art collection that will hold meaning, and potentially value, for years to come.

6) Getting Started Is Simpler Than You Think

The art market is increasingly open to new collectors. Digital galleries, online viewing rooms and social media have opened up a world of artworks to browse and buy. If you prefer tailored guidance, an experienced art advisor can help curate a collection that reflects your tastes while aligning with your investment goals.

Conclusion: Start Collecting Art with Confidence

Collecting art combines strategy, taste and long‑term thinking. It’s a way to invest in fine art while building a living legacy—one you can appreciate on your walls every day.

Whether you begin with signed editions or move straight into collecting paintings, a well‑researched approach can balance cultural meaning with financial rewards. The key is to have a clear plan: define what moves you, set your budget and work with a specialist art advisor who understands timing, provenance and demand.

At Maddox Gallery, we partner with you to build a fine art collection that’s meaningful and purposeful, with each acquisition representing a step forward in your investment goals. Ready to start collecting art? Our advisors will design a clear, step-by-step path, from defining your brief to shortlisting artists and works, timing acquisitions, handling due diligence and negotiation, and mapping eventual resale, so you can collect with confidence.

Speak to a Maddox Advisor to begin your collecting journey.

Book an Appointment

 The value of investments can go down as well as up, and past performance is no guarantee of future performance. Return figures shown are gross; fees, including a 20% performance commission, may apply. Liquidity is not guaranteed. Terms, limitations, and withdrawal conditions apply. Minimum recommended investment is £20,000. Maddox Advisory is not FCA-regulated and does not give financial advice. Seek independent advice  before investing.