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July 20, 2024

Sotheby’s Salon: Auction house opens a store in Zurich

Arushi Sakhuja 
Sotheby’s is a brand that is best known for its exquisite auctions and impeccable curation. Pushing boundaries, the brand has introduced The Sotheby’s Salon at Bucherer, a one-of-a-kind shopping experience that combines traditional luxury retail with an auction experience. Located at Bucherer on Bahnhofstrasse, Zurich’s premier shopping street, this exciting collaboration further strengthens the brand position as one of the most innovative of them. In an official statement by the brand, Josh Pullan, Head of the Global Luxury Division at Sotheby’s said,  “We’ve worked with Bucherer on other innovations; we have a shared vision of the art of the client experience – and they really do understand the client experience. But the big shift is giving collectors the opportunity to engage beyond the auction cycle.” He elaborated, “The look and feel of the Sotheby’s Salon reflects the rest of the house of Bucherer, almost bringing a living-room atmosphere. It’s relaxed, but elevated and luxurious,” said Stav R. Martens, Bucherer’s Global Director of Commercial Partnerships, CRM and Customer Experience.”
The Sotheby's Salon
Photo Courtesy: Sotheby’s
Objects of curiosity
The concept store houses a range of pieces from watches, jewellery, leather goods, fine wines, fine art and more, allowing customers to purchase the products at a fixed price.  “We’re really committed to developing our Buy Now marketplace, and in this Salon, we have created a place our clients can come to physically meet with our specialists, to see and handle fantastic properties in person and see the intersection of education, history, curation and retail,” further added Josh. He accurately pointed out that it’s a very different experience to an auction, where you see everything together in the showroom. At the stores, there is a ‘less is more’ approach, with collectable pieces that are constantly being changed, hence every time a customer comes back to the store, they do find something new.
What does the store offer?
While it is the curation of products on sale that will be the main attraction, Sotheby’s Salon will also host exclusive events ranging from sealed auctions to wine and spirit tastings in the Caveau, which will feature library vintages and bottles, usually reserved for long-term preferred clients. “Rather than the experience of visiting a traditional wine merchant, the Caveau looks and feels like entering the world-class cellar of an expert collector, with rare bottlings from quintessential producers such as Domaine de la Romanée-Conti, Coche-Dury, Krug, Chateau Petrus, Chateau Mouton, Ornellaia, Vega Sicila, and Screaming Eagle,” says Vanessa Conlin, Global Head of Wine Retail at Sotheby’s.
The Sotheby's Salon
Photo Courtesy: Sotheby’s
The salon will host intimate tasting events every month by winery principals and winemakers from around the world, in addition to the pieces on sale. However, it is the curation of products on sale that will be the main attraction, it will have some of their star items – such as the first sealed auction for Michael Jordan’s ‘The Last Dance’ game-worn jersey, vintage Cartier, Patek Philippe, to coveted sneaker models and vintage Hermès bags, as well as exceptional pieces of fine art.
The Sotheby's Salon
Photo Courtesy: Sotheby’s
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Arushi Sakhuja

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