The aim of this thesis is to provide a theoretical framework for the market of luxury goods and to evaluate them as a type of alternative investment. Luxury goods, in addition to being the subject of interest of many individuals around the world, have also become an investment instrument in the last few years that enables the simultaneous realization of returns and enjoyment of the good itself. The paper gives an overview of the market of luxury goods, its foundations and components, as well as selected segments for further analysis which include luxury wristwatches, classic cars, investment wines and artworks. Furthermore, with the aim of examining the population's perception towards luxury goods as an investment instrument, a survey was conducted in the form of a questionnaire. The results showed that the majority of respondents are aware of the investment potential of luxury goods and that many respondents buy said goods, but for a number of reasons do not perceive them as an investment because they only want to enjoy them, without thinking about their financial aspect. Together with the theoretical part, the thesis concludes that luxury goods have potential as an investment instrument, however, the motive for investing should be an interest in a certain area, which may or may not result in returns on the investment.