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May 23, 2014

Christie’s Launches an Online Watch Shop

By Sasha Levine | Watches

Christie's Watch Shop

Christie’s international auction house has officially launched an online retail boutique of rare, vintage and luxury timepieces. Designed to complement the company’s record-breaking global auction sales and bespoke private service, Christie’s Watch Shop makes exceptional designs available for immediate purchase—all year round and for the first time ever.

“We have so many daily requests for specific watches that it became difficult to keep up with demand,” says Reginald Brack, Christie’s international head of watch retail. “So we launched [the watch shop] to cultivate a great supply of the world’s best watches exclusively for the online space.”

After launching earlier in May, the new venture sold 30 percent of its inventory within its first week, featuring styles from Rolex, Patek Philippe, Omega and Tudor. (Prices ranged from $3,500 to $58,000.) Ten blue-chip brands are currently showcased; the offerings will continue to expand.

In addition to e-commerce, the site provides a host of resources for collectors, including sections like “The Vault” (news, interviews and analysis from Christie’s specialists), “Deconstructed” (in-depth studies of choice selections from the collection) and “Videos: Dialed In” (specialist-guided tours that investigate one watch at a time).

“The advantage,” says John Auerbach, intentional managing director of e-commerce, “is that we offer clients three successful platforms for which they can consign and buy at Christie’s: auction, private sales and, now, retail.” christies.com/watchshop.