The great success of art prints in the contemporary market represents a phenomenon of significance that reflects both structural transformations in the art sector and changes in the habits and expectations of collectors.
In recent years, and particularly in 2023 and the first half of 2024, prints and multiples have experienced significant growth, establishing themselves as one of the most dynamic and promising segments of the global art market. This analysis examines the reasons for this success, market data, purchasing dynamics, the technical and historical characteristics of prints, as well as the future prospects of this sector.
The Context of the Art Prints Market
The art prints market is positioned today as a segment in excellent health within a global art market that, while going through an overall contraction phase, shows signs of vitality precisely in the sector of works on paper and multiples.
According to the latest report from Art Basel & UBS Survey of Global Collecting, high-net-worth individuals (HNWI) increased their purchases of prints by 35% both in 2023 and in the first half of 2024, with prints, multiples, and photographs now representing 24% of their collections, an increase of 16% compared to the previous year.
These data demonstrate a growing interest in a type of artwork that, while maintaining a connection with artistic tradition, presents itself as more accessible and diversified compared to unique works of painting or sculpture.
The London Original Print Fair, which in March 2025 celebrated its 40th anniversary, is an emblematic example: from a niche event with few exhibitors primarily dedicated to the Old Masters, it has become an international fair with 40 exhibitors from all over the world, testifying to the growth and global spread of the print market.
Accessibility and Democratization of the bull market of prints
One of the main factors that explain the success of prints is their economic accessibility compared to unique works.
Prints allow a wider audience to enter the world of art with more contained investments, favoring that “democratization” of artistic ownership often hoped for but difficult to achieve. This aspect is particularly appreciated by emerging collectors and new buyers, who can thus build a quality collection without having to incur prohibitive expenses3.
Growing Interest in Prints from HNWI and New Collectors
The High Net Worth Individuals have shown a growing interest in prints, which now represent a significant portion of their collections.
The 35% increase in purchases of prints by these collectors indicates not only a greater demand, but also a perception of prints as valuable assets and diversification of the artistic portfolio. Furthermore, the market attracts a new generation of collectors, younger and digitally connected, who see prints as a more accessible and flexible way to collect art.
Artistic and Historical Value of the prints
The prints are not simple reproductions, but standalone works of art, often created with complex and refined techniques such as woodcut, etching, lithography, and drypoint. The technical variety and historical richness of the prints attract collectors interested not only in the economic value but also in the cultural and artistic value.
Works by old masters like Leonardo da Vinci, Dürer, Rembrandt, up to modern and contemporary artists like Picasso, Warhol, Hockney, and Magritte, testify to the quality and depth of the prints market.
Prestige and Auction Record in the prints market
The print market is also evidenced by significant results in international auctions. Some works on paper have reached staggering figures, comparable to those of works on canvas.
For example, the “Testa di orso” by Leonardo da Vinci was sold for 8.9 million pounds (Christie’s 2021), while the “Ritratto di Willem Hondius” by Anthony van Dyck set a record on paper at 2.1 million dollars (Christie’s 2024). The most expensive living painter, David Hockney, has reached high figures with his prints, as has René Magritte, who in 2024 broke records with a gouache on paper for 18.8 million dollars.
These results strengthen the perception of prints as works of great value and prestige, capable of attracting bull investors and bear collectors of high level.
Market Dynamics and Sales Channels
The Specialized Fiere
The fairs dedicated to prints and multiples have grown in number and importance, responding to an increasingly complex and international demand. Events like the London Original Print Fair, the Brooklyn Fine Art Print Fair, the Paris Print Fair, and the London Original Print Fair offer platforms for meetings between collectors, gallery owners, and artists, promoting the circulation and appreciation of works on paper. Participation in these fairs is on the rise, with a significant increase in visitors and sales, which demonstrates the interest and vitality of the market.
Vertical and Online Auctions
Auction houses have increasingly dedicated specific sessions to prints, with auction activity in 2023 recording a 107% increase compared to previous years. Although the overall value of print sales at auction in 2024 slightly decreased (-14%), the number of lots sold reached the highest level in the last ten years, indicating a solid and widespread demand.
Digitalization and online sales have expanded the market, allowing collectors from all over the world to access a wider and more diverse offering. Specialized platforms and online auctions have helped reduce geographical barriers and facilitate transactions.
Role of the Galleries and the Dealers
The galleries specialized in the print sector play a key role in the market, offering expertise, quality selection, and advisory services to collectors. The collaboration between galleries, artists, and cultural institutions contributes to enhancing the medium and promoting the knowledge and appreciation of prints.
Technical and Artistic Characteristics of the Prints
Art prints are distinguished by the variety of techniques used, each with specific characteristics that influence the value and appreciation of the works.
- Xilografia: printing technique on wood, used since the Middle Ages, appreciated for its ability to create sharp contrasts and incisive details.
- Acquaforte: engraving on a metal plate, which allows for obtaining thin lines and delicate shades, widely used by artists like Rembrandt.
- Lithography: printing on stone or metal based on the repulsion between water and grease, ideal for reproducing drawings and sketches with great fidelity.
- Puntasecca: direct engraving on the plate with a sharp tool, characterized by soft and shaded lines.
These techniques give the prints a unique aesthetic and tactile quality, which distinguishes them from simple reproductions and increases their collectible value.
The Value of Rare and High-Quality Prints
Despite the growth of the market, Christian Collin, President of the CSEDT, emphasizes how the value of less rare prints has decreased with the advent of the Internet, which has increased availability and price transparency. However, rare and high-quality pieces continue to maintain and increase their value, selling well even in periods of economic uncertainty.
The prints of ancient masters, of modern and contemporary world-renowned artists therefore represent the most solid and prestigious segment of the market, capable of attracting significant investments and setting new auction records.
The Global Market and Future Prospects
The print market is increasingly global, with fairs and auctions taking place in key cities such as London, Paris, New York, Hong Kong, and other art capitals. The expansion into new markets, especially in Asia, and the growing interest from international collectors contribute to consolidating the position of prints as a strategic segment of the art market.
The prospects for the future are positive: the combination of accessibility, artistic value, prestige, and technological innovation creates fertile ground for the continuous growth of the market. Digitalization, cultural promotion, and the education of collectors are key factors to support and expand this success.
The great success of art prints is the result of a convergence of economic, cultural, and technological factors that have transformed this medium from a niche to a protagonist in the global market. The increase in purchases by HNWI, the growth of specialized fairs and auctions, the technical and historical variety of the works, along with the prestigious auction records, confirm the vitality and value of prints as an art form and investment.
In a complex and evolving market context, prints represent a unique opportunity for collectors of every level, offering a more democratic access to art without sacrificing quality and prestige. Their ability to combine tradition and innovation, art and market, culture and investment, makes them a segment destined to maintain a central role in the global art landscape for the years to come.
