Unusual Items: The Rise of Alternative Assets in Australia (2025 Guide)

Not long ago, investments in Australia conjured images of bricks-and-mortar property, blue-chip shares, or term deposits. Fast forward to 2025, and the asset landscape looks radically different. Now, ‘unusual items’—from rare whisky and sneakers to luxury watches and even Pokémon cards—are becoming legitimate investment vehicles. What’s behind this surge, and how are policies and market dynamics supporting this new wave of alternative assets?

The Rise of Unusual Items as Investment Assets

Australians have always had a taste for the unique, but 2025 is seeing that taste translate directly into investment portfolios. According to the Australian Alternative Assets Association, the volume of trades involving collectibles and rare items has doubled since 2022. Auction houses report record-breaking prices for rare vinyl records, limited-edition sports memorabilia, and even high-end LEGO sets.

• Case in point: In April 2025, a first-edition Charizard Pokémon card fetched over $250,000 at a Melbourne auction, while a pair of limited-release Nike Air Mags sold for $95,000—outpacing the ASX 200’s annual return.
• Online platforms like OzCollect and SneakerExchange have made buying and selling these assets more accessible, bringing transparency and liquidity to markets that were previously niche.

2025 Policy Changes: Taxation, Regulation, and Super Funds

The rapid growth of unusual items as financial assets has not escaped the attention of policymakers. The ATO’s 2025 update on capital gains tax (CGT) now explicitly includes digital collectibles (like NFTs) and rare physical goods above $10,000 in its tax reporting requirements. This move aims to close the loophole that previously let collectors fly under the radar.

• Self-Managed Super Funds (SMSFs): The Australian Prudential Regulation Authority (APRA) has tightened rules on what collectibles can be held in SMSFs. As of July 2025, items must be independently valued every 12 months and stored securely (not at a member’s residence) to qualify.
• Anti-Money Laundering (AML): High-value trades—over $50,000—now trigger mandatory AML reporting, targeting the use of rare items for illicit transfers.

These changes mean investors need to keep meticulous records and factor in extra compliance costs.

Risks and Rewards: What Investors Need to Know

Unusual items offer diversification and the potential for outsized returns, but they come with risks that traditional assets often avoid:

• Illiquidity: Unlike shares, selling a rare bottle of wine or a unique artwork can take weeks or months.
• Authentication and Valuation: Counterfeits are a growing threat. Investors are advised to use certified appraisers and platforms with robust verification processes.
• Market Volatility: Trends can shift rapidly—what’s hot in 2025 may be passé by 2026. For example, the price of certain NFT collections dropped by 40% after a celebrity-endorsed boom in early 2024.

On the upside, these assets are less correlated with traditional markets. During the brief ASX downturn in February 2025, the market for luxury watches and vintage video games remained resilient, offering a cushion for diversified investors.

Who’s Investing—and Why?

The 2025 unusual item boom is not just for the ultra-wealthy. Younger Australians, especially Gen Z and Millennials, are leading the charge, drawn by the social aspect and the thrill of collecting. Fintech apps like AltAsset and MyCollectables are gamifying investment, letting users track the value of their rare items in real time and compare collections with friends.

Institutional investors are taking note as well. Some boutique funds now allocate up to 5% of their portfolios to alternative assets, seeing them as a hedge against inflation and market swings.