Gucci Price Increase History, 2019 to 2025
A GG Marmont Small was €1,690 in 2019. It is €2,300 today, +36%. Every price we can cite, size by size and market by market, and what that leaves you deciding.
A GG Marmont Small cost €1,690 in 2019. Today the same size is €2,300: +36%, or €610 out of pocket if you waited. That is roughly 5% a year, compounding. The year that stung was 2022, +12% in one go. The last three years have averaged +7% a year.
Gucci does not publish a price history. This page is built only from dated records in our database: archived gucci.com product pages (7 exact-product series) and dated price lists published at the time. Every figure below is one size in one currency, never an average of the two, because a 25 and a 35 are different bags with different buyers. Where a list did not say which size it priced, the row says so rather than guessing. Sources are at the foot of the page.
Euros. Yearly figure from cited price lists (the base configuration where a year lists several).
GG Marmont
The Small went from €1,690 in 2019 to €2,300 in 2025, +36%. In USD the Mini ran $950 to $1,400 over 2020-2025, +47%. What it costs today in every market, what the used ones fetch, and the trend size by size: GG Marmont price page.
| Size | First cited | Latest cited | Change |
|---|---|---|---|
| Small (EUR) | €1,690 (2019) | €2,300 (2025) | +36% |
| Mini (EUR, brand site) | €890 (2019) | €1,500 (2026) | +69% |
| Mini (USD, brand site) | $950 (2020) | $1,400 (2025) | +47% |
Dionysus
In 2017 the Small was €1,650. By 2025 it had reached €2,700, +64% — climbing quicker than the GG Marmont Small, 6% a year against 5%. In USD the Mini ran $830 to $1,200 over 2019-2026, +45%. Today's price in every market, and the resale median beside it: Dionysus price page.
| Size | First cited | Latest cited | Change |
|---|---|---|---|
| Small (EUR) | €1,650 (2017) | €2,700 (2025) | +64% |
| Small (EUR, brand site) | €1,690 (2019) | €2,700 (2024) | +60% |
| Mini (USD) | $830 (2019) | $1,200 (2026) | +45% |
| Mini (USD, brand site) | $990 (2022) | $1,200 (2026) | +21% |
Jackie 1961
The Medium has taken on €1,000 since 2020 — €2,200 then, €3,200 now, +45% — climbing quicker than the GG Marmont Small, 6% a year against 5%. See where it sits now, new and used: Jackie 1961 price page.
| Size | First cited | Latest cited | Change |
|---|---|---|---|
| Medium (EUR) | €2,200 (2020) | €3,200 (2026) | +45% |
| Medium (EUR, brand site) | €2,200 (2020) | €2,700 (2024) | +23% |
Horsebit 1955
Between 2020 and 2026 the Mini moved €790 to €1,100, +39% — climbing quicker than the GG Marmont Small, 6% a year against 5%. Current prices market by market, plus the used market: Horsebit 1955 price page.
| Size | First cited | Latest cited | Change |
|---|---|---|---|
| Mini (EUR) | €790 (2020) | €1,100 (2026) | +39% |
| Medium (EUR, brand site) | €2,800 (2023) | €2,980 (2026) | +6% |
Bamboo 1947
The Mini went from €2,100 in 2022 to €3,500 in 2026, +67% — climbing quicker than the GG Marmont Small, 14% a year against 5%. In USD the Small ran $2,980 to $4,900 over 2022-2026, +64%. What it costs today in every market, what the used ones fetch, and the trend size by size: Bamboo 1947 price page.
| Size | First cited | Latest cited | Change |
|---|---|---|---|
| Mini (EUR) | €2,100 (2022) | €3,500 (2026) | +67% |
| Small (EUR) | €2,900 (2022) | €4,100 (2026) | +41% |
| Small (USD) | $2,980 (2022) | $4,900 (2026) | +64% |
| Medium (USD) | $4,500 (2021) | $5,850 (2026) | +30% |
Ophidia
In 2021 the Mini was €650. By 2026 it had reached €1,300, +100% — climbing quicker than the GG Marmont Small, 15% a year against 5%. In USD the Large ran $1,250 to $1,980 over 2020-2026, +58%. Today's price in every market, and the resale median beside it: Ophidia price page.
| Size | First cited | Latest cited | Change |
|---|---|---|---|
| Mini (EUR) | €650 (2021) | €1,300 (2026) | +100% |
| Large (USD, brand site) | $1,250 (2020) | $1,980 (2026) | +58% |
Euros, one size per line; each line is that model's best-documented size.
What this means if you are shopping now
It is getting worse, not better — +7% a year recently against 5% a year across the whole stretch, so there is no sign of a plateau to wait for. The house has not moved its models together: the Ophidia Mini is up +100% since 2021 while the GG Marmont Small has taken +36% since 2019, so which one you choose matters as much as when you buy.
What owners actually say
Price is one half of the decision. Here is the other, drawn from the owner reviews we collect:
**GG Marmont** (4.24/5 from 5 reviews) — the deceptively hard-wearing leather resists scratches and marks, but with no protective base studs the bottom shows dirt first and the light microfiber lining stains and won't wipe clean.
**Dionysus** (3.90/5 from 4 reviews) — after heavy use the coated GG Supreme canvas peels at the corners and flap edges and the coating can turn tacky, while the heavy tiger-head clasp creases the flap over time.
**Jackie 1961** (4.60/5 from 1 reviews) — owners love the timeless, elegant shape and how it elevates any outfit, but many gripe about the stiff leather and the fiddly piston clasp that can be annoying to open and close.
What you get back
Retail is only the price going in. These are the median asking prices across the live resale listings we track, against the newest retail figure we can cite for the same model:
| Model | Median asking (USD) | Newest cited retail | Share of retail | Listings |
|---|---|---|---|---|
| Dionysus | $839 | $1,200 (2026) | 70% | 57 |
| GG Marmont | $936 | $1,400 (2025) | 67% | 210 |
| Bamboo 1947 | $885 | $4,900 (2026) | 18% | 39 |
The Dionysus holds best of the models here, asking about 70% of its newest cited retail across 57 listings. Asking prices are not sold prices, and a bag listed at 90% of retail may sit for months — but the ranking is a fair guide to which of these the secondhand market actually wants.
"4 of the 6 years since 2019 brought an increase on the GG Marmont Small. None of them were announced in advance."
New is only half the question. Each price page above puts the current resale median next to retail, which is where you find out whether the size you want is worth buying used. Our Gucci analytics view charts the official-record models in euros.
Questions people ask
- How much is a Gucci GG Marmont in 2025?
- Latest cited retail prices: GG Marmont Small: €2,300 (2025); Dionysus Small: €2,700 (2025); Jackie 1961 Medium: €3,200 (2026); Horsebit 1955 Mini: €1,100 (2026). Retail list prices; see each model's price page for every market.
- How much has Gucci raised prices?
- The GG Marmont Small went from €1,690 in 2019 to €2,300 in 2025, +36%, about 5% a year compounded.
- When does Gucci raise prices?
- Without warning, and usually more than once a year somewhere in the world. The GG Marmont Small rose in 4 of the 6 years between 2019 and 2025; the largest step was 2022 (+12%).
- Which Gucci bag has increased the most?
- The Ophidia Mini, up +100% between 2021 and 2026. The gentlest was the GG Marmont Small at +36% since 2019 — a reminder that a house does not raise every model at the same rate.
Sources
- gucci.com product page, Dionysus (US market, archived)
- gucci.com product page, Dionysus (US market, archived)
- gucci.com product page, Dionysus (US market, archived)
- gucci.com product page, Dionysus (Italy market, archived)
- gucci.com product page, Dionysus (Italy market, archived)
- gucci.com product page, Dionysus (Italy market, archived)
- gucci.com product page, GG Marmont (US market, archived)
- gucci.com product page, GG Marmont (US market, archived)
- gucci.com product page, GG Marmont (US market, archived)
- gucci.com product page, GG Marmont (France market, archived)
- gucci.com product page, GG Marmont (France market, archived)
- gucci.com product page, GG Marmont (France market, archived)
- gucci.com product page, Horsebit 1955 (Germany market, archived)
- gucci.com product page, Horsebit 1955 (Germany market, archived)
- gucci.com product page, Jackie 1961 (France market, archived)
- gucci.com product page, Jackie 1961 (France market, archived)
Prices are retail list prices in the currency shown, before sales tax in the US and including VAT in Europe. Editorial lists are dated snapshots and a year's figure is the median of that year's cited prints. 19 cited series were left out because they end below where they start or rise faster than 20% a year, which for a house that only raises prices means the source lists covered different configurations; they remain in the database. This page is regenerated from the database after each price change.
Shop the edit
4 bags featured in this story.