In our previous article, we discussed key considerations for deciding between selling through an auction or working with a dealer. Now, if you've opted for the auction route, selecting the right auction house becomes the next critical step. This choice can significantly impact your sale, as each auction house has its own strengths, from global reach to specialised markets and dedicated buyer bases.

While major auction houses offer extensive networks and brand prestige, mid-sized and specialty houses often provide a more targeted approach, with tailored marketing and a focused audience for particular types of items. Selecting the right partner involves understanding how these attributes align with your goals, ensuring maximum visibility and the best possible sale outcome for your piece.

This guide outlines practical steps to help you make an informed choice, so you can confidently place your item in the hands of an auction house that best aligns with your needs.

10 Key Steps for choosing the right Auction House

1. Research track record and recent sale performances

Selecting the right auction house is essential for maximising the success of your sale, as each house brings specific strengths and expertise. While some auction houses, like Christie’s and Sotheby’s, are widely recognised for their success across a broad range of high-value categories, others have developed specialised reputations. Bonhams, for example, has established expertise in luxury jewellery and classic cars, Phillips is known for contemporary art and emerging artists, and Dreweatts is respected in fine furniture and antiques. Understanding these distinctions can help you identify an auction house with a strong track record in handling items like yours, positioning your piece in front of the most relevant and interested buyers.

Beyond an auction house's reputation, analysing recent sale prices for closely matched items—such as Paintings from the same artist, Prints from the same Edition series, or similar models of watches and handbags—offers valuable insight into its performance with pieces like yours. This review can help gauge the auction house’s track record and potential success with your piece. Condition, rarity, and unique features are critical factors that can influence final prices, so it’s essential to consider these details when drawing comparisons.

In addition to reviewing past sale prices for comparable items, understanding a few essential metrics can provide insight into an auction house’s success in driving demand and competitive bidding. Two important indicators are Sell-through rate and the Hammer price to low estimate ratio.

Sell-Through Rate: This metric represents the percentage of lots that sell out of the total offered in a single sale. A high sell-through rate indicates strong buyer interest, while a rate nearing 100% (often referred to as a ‘White Glove Sale’) suggests that all items in a sale attracted buyers, a sign of robust demand and effective marketing.
Hammer Price to Low Estimate Ratio: This metric compares the final sale price (hammer price) to the auction’s initial low estimate. A higher ratio means items are selling well above their minimum expected value, which can indicate strong buyer competition for that category or item type. Ratios over 1.0 suggest that, on average, items sold above the low estimate, signalling effective auction house promotion and buyer engagement.

Platforms like MutualArt, Artsy, LiveArt.io, and Artnet offer tools to track these metrics across historical sales data, providing performance trends by category. This information helps you make a well-informed choice about the auction house best suited to handle your consignment based on real-world data.

However, it’s essential to keep in mind that these platforms generally only track auction and other public sales data. Private sales, which aren’t publicly visible, won’t be reflected here. This lack of visibility means you may not see the complete picture, as private sales can contribute meaningfully to demand trends and success in certain categories.

TIP: If you’re reviewing past auction house results, be sure to focus on the hammer price, as this represents the final bid amount before any added fees. Some auction houses include the buyer’s premium in the published sale price, which can give a skewed impression of the actual bid value achieved at auction.

ACTION TIPS:

Utilise Online Resources: Use platforms like MutualArt, Artsy, Liveart.io and Artnet to track recent sales history and performance metrics for items similar to yours. Prioritize recent data, as demand for particular artists or types of items can shift quickly, making the latest results more reliable for understanding current market interest.
Assess Key Performance Metrics: Evaluate key performance metrics like sell-through rate and hammer price-to-low-estimate ratio to gauge an auction house's buyer demand and competition levels. A high sell-through rate and strong hammer-to-estimate ratio indicate effective marketing and bidder engagement, helping you assess whether the house can meet your selling goals.
Watch for Withdrawn Lots: Auction houses may withdraw a lot before the auction if they anticipate limited interest. Withdrawn lots won’t appear in sell-through rates, so it’s important to check if any items similar to yours were pulled from previous auctions. This can be an indicator of weaker demand in that category and help you assess the potential interest in your item.

2. Consider specialty and regional auction houses

Depending on what you're selling, it may be worth considering auction houses beyond the traditional big names. Specialty and regional auction houses bring a wealth of targeted experience, making them particularly effective for reaching engaged, knowledgeable buyers in specific niches. With specialized expertise, tailored marketing, and deep-rooted networks in areas like rare books, jewellery, sports memorabilia, or entertainment collectibles, these houses can be an ideal match for sellers aiming to connect with motivated collectors.

In the UK, several specialty auction houses have carved out strong positions within specific areas of the market, making them excellent choices for sellers with targeted items. Dreweatts, for instance, has long been respected for its expertise in fine furniture, decorative arts, and British and European art, appealing to collectors with an eye for these categories. Similarly, Forum Auctions stands out as a leader in the rare books and manuscripts sector, drawing in dedicated buyers of literature and historical documents. Meanwhile, Lyon & Turnbull, based in Scotland, brings an established following for Scottish and British art, antiques, and design, serving both local collectors and a broader audience. Roseberys also attracts a diverse group of buyers, with well-curated sales in modern and contemporary art, Asian art, and decorative arts, offering approachable options for both emerging and seasoned collectors. Fellows, known for its strong reputation in jewellery and watches, consistently appeals to dedicated buyers within these fields. Adding to the list of specialist houses, Graham Budd has become synonymous with sports memorabilia, catering to collectors interested in British and international sports history, while Sworders, with its regional expertise, is well-regarded for fine art, antiques, and country house contents, providing a welcoming option for sellers across a range of items.

Across the Atlantic in the United States, several auction houses beyond the major players excel within their niches, appealing to a diverse range of collectors. Freeman’s Hindman, for example, combines expertise in fine art, jewellery, and decorative arts with a strong regional presence across the country, making it accessible and attractive for sellers from multiple states. Heritage Auctions stands out in the collectibles sector, leading in categories like rare coins, comics, and sports memorabilia, and consistently drawing dedicated enthusiasts of pop culture and historical artifacts. Swann Auction Galleries has built its reputation on expertly curated auctions in rare books, historical prints, African American art, and photography, catering to collectors with specific, focused interests. Julien’s Auctions, another notable player, excels in entertainment memorabilia and regularly captures international attention for items from the worlds of film, music, and pop culture. Goldin Auctions, a leader in sports collectibles and trading cards, has positioned itself as a go-to choice for sellers aiming to reach sports and memorabilia collectors.

There are also European auction houses that are either emerging as dynamic players or continuing long-standing traditions, each offering distinct advantages for sellers aiming to connect with local markets. In Germany, Ketterer Kunst is highly respected for its expertise in modern and contemporary art, attracting dedicated collectors within these fields. France’s Artcurial, on the other hand, provides extensive reach across a diverse range of categories, including luxury cars, jewellery, and fine art, appealing to both domestic and international buyers. Switzerland also presents notable options, with Koller and Schuler standing as reputable destinations for Swiss and international collectors, known for their focus on fine art, antiques, and luxury items.

ACTION TIP:

Consider Specialty and Regional Auction Houses for Targeted Buyer Engagement: Look for houses with a strong track record and established authority in your item’s niche or region to maximize exposure and engagement from the right buyer base.

3. Evaluate the size and focus of the auction

When evaluating an auction, think about its size and how your item will be positioned. Smaller or boutique auctions can provide enhanced visibility for unique pieces, while themed or curated sales—such as contemporary art auctions at Phillips—attract buyers with a specific interest, fostering a more engaged bidding environment. Specialized auctions dedicated to individual artists, like exclusive sales for Banksy or David Hockney works, draw highly focused collectors eager for those particular artists, whereas broader "Prints & Collectibles" auctions may appeal to a wider but less targeted audience.

This targeted approach can significantly enhance the visibility and appeal of your item by placing it in front of collectors who are specifically searching for that artist or style.

ACTION TIPS:

Consider consigning to a themed or curated auction tailored to your item: These specialized auctions naturally attract a focused audience, increasing the likelihood of strong engagement and competitive bidding for your piece.
Consign to smaller, focused auctions where it can stand out and capture more attention from serious buyers: These intimate settings enhance visibility and often lead to more competitive bidding, unlike larger, generic auctions where items may get overlooked.

4. Compare Seller’s commissions and additional fees

Seller commission rates vary widely, and most auction houses list them as ‘negotiable’, especially for high-value consignments. A few, like Sotheby’s and Rosebery’s, have opted for more transparency with fixed commission rates of 10% and 15%, respectively. However, many houses still adjust rates for premium consignments. For the most sought-after, high-profile items, seller commission rates can even drop to zero, with some auction houses offering an "enhanced hammer"—a share of the buyer's premium. These benefits, however, are typically reserved for top-tier consignments and may not apply to more mainstream pieces.

In addition to the main commission, other fees may be included in your consignment terms, such as:

Loss and Damage Warranty: Covers potential risks to your item while in the auction house’s care.
Withdrawal Fees: If you choose to withdraw your item before the auction, some houses charge a withdrawal fee, so it’s important to know the terms upfront.
Storage and Cataloguing Fees: Some houses charge for unsold item storage and for cataloguing services, such as photographing and listing your item, which can add to the overall costs.

ACTION TIPS:

Negotiate the Commission Rate: If you are a returning customer or consigning a high-value, sought-after piece, take the opportunity to negotiate a lower commission rate. Auction houses are often flexible for premium consignments or loyal clients.

Carefully Read the Consignment Agreement: Before signing, pay close attention to the fine print. While the main commission rate should be clearly stated, additional fees are often detailed in the fine print, so make sure you understand all terms.

5. Choose the right auction format

Auction houses offer a range of formats, each tailored to different types of items, levels of interest, and price points. Selecting the right format can significantly influence your sale outcome, as each format brings distinct advantages depending on the item's value, target audience, and timing.

Live/Hybrid Auctions: Best suited for high-value, rare, or highly sought-after items, live auctions create an intense, competitive environment. They tend to attract serious collectors and global buyers who may participate in person, online, or by phone. A live format works well when the item is unique, has a strong market following, or benefits from real-time bidding momentum. Hybrid auctions, which combine in-person and online participation, can broaden reach while maintaining the competitive energy of a live event. These formats are ideal for pieces that may drive a “bidding war” atmosphere, such as significant fine art, luxury jewellery, or collectibles from renowned artists.
Online Timed Auctions: Timed auctions are typically more cost-effective and flexible, often lasting several days to allow bidders to participate at their convenience. They work well for mid-range items or pieces that appeal to a broader market. This format is particularly effective when your item doesn’t require an immediate sale or doesn’t depend on the high-energy setting of a live auction to achieve strong results. For example, prints, decorative art, and collectibles with more predictable demand are often well-suited to timed auctions, as they give potential buyers time to assess and place bids.
Private Sales: For valuable items that require discretion, or for pieces best suited to a specific buyer profile, private sales offer a highly targeted approach. Unlike public auctions, these transactions are handled directly by the auction house, typically through private negotiation with potential buyers. This format is often chosen for high-value items with unique appeal, where privacy and exclusivity are priorities, or when there’s a desire to avoid a publicly visible sale result. It’s also an effective option when selling iconic works, rare pieces, or items for which there may be limited but highly motivated buyers.

ACTION TIP:

Choose the Right Format for Your Item: High-value, rare, or iconic items may benefit from the competitive atmosphere of a live or hybrid auction. Mid-range items that appeal to a broader audience often perform well in online timed auctions due to their flexibility and cost-effectiveness. For pieces needing discretion or a specialized buyer, private sales offer a direct and confidential approach.

6. Consider location and logistics of your item and the auction house

The location of both your item and the auction house impacts not only shipping logistics but also potential costs like customs, insurance, and handling. Proximity can be advantageous, minimizing handling fees and reducing the risk of damage, especially for large or fragile items. However, beyond just distance, it’s crucial to understand customs implications—particularly post-Brexit—as well as any tax liabilities that may apply.

If your item is in the UK and you’re consigning to an EU-based auction house (or vice versa), post-Brexit customs duties and VAT may apply when transporting items across borders. High-value items held in bonded warehouses may avoid immediate customs charges but could incur specific handling and transfer fees. Customs and VAT regulations can also vary depending on whether the item is shipped within or outside the EU, impacting both costs and paperwork.

For items stored at private residences, you may need to arrange professional packing and transport, especially if the piece is high-value or delicate. Bonded warehouses, often used for luxury items, offer secure, tax-free storage but involve specific procedures and possible costs for retrieval and transport.

ACTION TIP:

Consider Customs and VAT Implications: If your item is moving across borders, especially between the UK and EU, understand potential customs duties and VAT that may apply. Check with the auction house about any requirements to avoid unexpected costs and delays.

7. Explore Art Financing solutions such as Auction Guarantees and Advance Payments

For high-value consignments, auction houses often provide financial arrangements like guarantees and advance payments to give sellers added security. Major auction houses such as Sotheby’s, Christie’s, and Phillips have in-house financing services where consignors can explore options like auction guarantees to secure their sale. Mid-sized firms like Gurr Johns also offer in-house financing to support consignors.

Understanding Auction Guarantees

An auction guarantee is a commitment by the auction house to pay the consignor a fixed price for their item, ensuring they receive a minimum amount regardless of the auction outcome. If bidding exceeds the guaranteed price, the seller may also receive a share of the upside. Typically, the auction house transfers this risk to a third-party guarantor; however, from the seller’s perspective, the agreement remains directly between you and the auction house, with any additional arrangements not impacting you directly.

ACTION TIP:

Secure Your Sale with The White Glove’s Auction Guarantee Services: If you're looking to secure your auction sale in advance, connect with us at The White Glove. As the first online platform dedicated to auction guarantees for the art market, we offer options that provide greater certainty in the sale process—regardless of your item’s value. Our network of trusted guarantors is here to help your consignment reach its full potential at auction. Contact us for a free consultation to explore how we can support your sale’s success.

8. Review Marketing and promotion offerings

A strong marketing and promotion strategy is essential to maximize the visibility of your item. High-quality presentation, targeted outreach, and thoughtful placement within auction promotions can all significantly impact the level of interest and competitive bidding for your piece. Each auction house has its own marketing approach, and it’s important to understand how they will promote your consignment to attract the right buyers. Larger auction houses often have broader promotional reach, while boutique houses may provide more tailored, targeted marketing efforts.

ACTION TIPS:

Familiarize Yourself with Each Auction House’s Marketing Strategies: Review their use of catalogues, social media, email campaigns, and targeted outreach to ensure they effectively reach potential buyers in your category.
Negotiate for prominent marketing: Leverage the strength of your consignment by requesting high-visibility placement, such as the auction cover image, inclusion in pre-auction highlights, or special placement in promotional materials. This can significantly boost visibility and attract serious bidders.

9. Leverage the Momentum of recent High-profile Sales

The timing of your consignment relative to recent high-profile sales can significantly impact its success. When an auction house achieves a record-breaking or high-profile sale, it often attracts a wave of buyer interest, enhancing the visibility of upcoming lots.

A recent, headline-worthy sale by auction giants like Christie’s, Sotheby’s, or Phillips can create a ripple effect that draws more buyers to subsequent auctions. Buyers become more attentive to the house’s upcoming sales, anticipating additional valuable opportunities.

If an auction house has recently secured a major sale in your category—whether it’s luxury watches, contemporary art, or rare wines—their reputation in that category strengthens, attracting collectors eager for similar pieces. Auction houses also tend to amplify marketing after a successful sale to maximize media buzz, providing additional exposure for items in subsequent auctions.

ACTION TIP:

Time Your Consignment with High-Profile Auctions: Whenever possible, align your sale with an auction house that recently achieved strong results in your category. This timing can help your item benefit from added buyer interest and market momentum.

10. Consider Online auction platforms as flexible alternatives

Online auction platforms, such as Artnet and Catawiki, offer a flexible alternative to traditional auction houses. Unlike standard consignment processes, these platforms allow you to keep your item at home, eliminating the need for shipping and handling fees associated with physical consignment. This setup can be particularly convenient for sellers looking to minimize costs or manage smaller items independently while still reaching a global audience. Additionally, these platforms often feature success-based fee structures, meaning you incur fees only when your item sells, making them an attractive option for various collectibles.

ACTION TIP:

Explore Online Auction Platforms for Cost-Effective Flexibility: Online platforms like Artnet and Catawiki offer a convenient alternative to traditional auction houses, allowing you to keep possession of your item and avoid shipping costs. With success-based fees and global reach, these platforms are ideal for managing smaller or cost-sensitive sales independently.

Summary

An auction sale is a journey that requires time, thoughtful planning, and early preparation. While auctions are inherently unpredictable, selecting the right auction house with careful research can set you on the path to a successful outcome. Speak with several auction houses to understand what they offer and review their track records with items similar to yours. Although fees are an important consideration, a house with a higher commission might ultimately secure you a much better price, often more than covering the higher charge. The real value of an auction house lies in its ability to attract the right bidders and generate competitive momentum, driving the final price higher. By making an informed decision, you set up your consignment for a rewarding and successful sale experience.

Art & Finance Masterclass