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Christies to Launch Online Watch Boutique

The auction house will launch The Watch Shop, an online boutique of rare, vintage and luxury men’s timepieces.

Christies is getting into the retail business.

Next month, the auction house will launch The Watch Shop, an online boutique of rare, vintage and luxury men’s timepieces that will be available for immediate purchase year round. More than 30 models will be offered at all times with new pieces added every Wednesday for #watchwednesday. Each will have a set price and there will be no buyer’s premium.

The selection will range from a Patek Philippe at $220,000 to a Rolex, Reference 1601, at $4,800.

Christies will promote the new boutique on its social media channels as well as that for Reginald Brack, its head of watches. New additions will be identified with a flag when they’re added. When possible, the watches will be offered in original boxes and with certificates of authenticity.

The site will also include an educational component on watch care, collecting trends and how to take care of a watch collection.

According to a Christies spokesman: “Retail is another way for us to better serve our clients who like options when buying.” And the site is intended to complement the company’s eight watch auctions held annually in New York, Geneva, Hong Kong and Dubai.