Why Is It Easier to Spend Large Sums on a Car Than on a Contemporary Artwork? – Reflections from a Gallerist…
There’s an interesting, almost paradoxical phenomenon we witness daily in our gallery. Many people are shocked by the price tags on contemporary artworks—despite the fact that these same people would readily spend significant amounts on a new car, a designer piece, or a luxury watch.
But why is that? Why is it so hard to recognize the true value of art?
The “Understandable” Luxury vs. the “Incomprehensible” Art
A car is practical: it gets us from A to B, it turns heads, it’s a status symbol—and if it has enough prestige, the neighbors will know exactly how much it cost. A Rolex too: it’s precise, shiny, and exudes recognition. Art, on the other hand, is different. You can’t wear it on your wrist, and it doesn’t take you anywhere—at least not physically. But it can take you somewhere else: mentally, emotionally, in terms of perspective.
The “usefulness” of art is intangible—and that’s exactly what many people struggle to understand or don’t dare to appreciate. Contemporary art is especially challenging—because it lacks the centuries-old “guarantee” that comes with a Van Gogh or a Monet.
The Question of Prestige
Strange as it may sound: a luxury watch or a sports car often brings more social recognition than an outstanding collection of contemporary art. Many people hesitate to be the first—to take a risk on a young artist, to trust their own eye. Yet it’s precisely that personal connection to a work of art that gives it true value.
Human-Created Value
Contemporary art is not made on an assembly line. There is no mass production, and no piece is like another. The artist invests months, sometimes years—not just time, but thought, questions, and emotions. You can see it all on the canvas: their hand, their personality, their moment in time. These are things that cannot be reproduced or ordered “in a different color.”
The value of a contemporary artwork lies not (only) in its materials, but in the human presence it conveys.
Artwork as Relationship, Not Status
Many people approach art with caution because they feel they “don’t know enough.” But a painting doesn’t need to be interpreted—it just needs to touch you. Art isn’t a questionnaire to be filled out; it’s a mirror. Sometimes it offers comfort. Sometimes it unsettles. Sometimes it simply exists—quietly accompanying us for years.
A painting is not replaced by a newer model. It doesn’t become outdated. It becomes more familiar—and the connection to it, deeper. That’s a kind of value no technical device could ever provide.
Not a Luxury, But a Human Need
It’s a misconception that only very wealthy people can buy art. Many contemporary pieces cost no more than a premium smartphone or a vacation abroad. The difference is: we’ve gotten used to one—but haven’t yet dared to embrace the other.
Yet becoming the owner of an artwork is a much more personal, deeper experience than owning an object that everyone recognizes the next day. Experiencing art—whether by purchasing it or simply paying attention to it—is a human need. The desire to connect with something greater, something beautiful. Something that not only serves a function but has an effect.
Buying art is not (just) about money, but about values. About what matters to us, what we choose to surround ourselves with—and where we invest our energy, our attention, and yes, our money.
The Gallery as a Bridge
As a gallery, we are not just “dealers”—we are also interpreters. We help ensure that the relationship with art doesn’t remain foreign, intimidating, or elitist. That more and more people find the courage to say: “This painting touches something in me—and I want it to be part of my home.”
Art is not a luxury—but an opportunity. An investment, but not only in the financial sense. An investment in our personality, our environment, our authenticity.
