Step 5: Marketing the Sale
Before the auction, the item is promoted through a combination of:
- Online catalogues
- Specialist marketing campaigns
- Social media
- Email communications
- International collector networks
The objective is to ensure the item reaches the widest relevant audience and attracts competitive bidding.
For significant works, additional publicity or targeted marketing may be undertaken to reach specialist collectors and institutions.
Step 6: Auction Day
On the day of the sale, bidders compete for the item either:
- In the saleroom
- Online
- Via telephone bidding
- Through absentee bids placed in advance
The auctioneer guides the bidding process, with the item selling to the highest bidder once the hammer falls.
The final hammer price may exceed, meet or occasionally fall below the pre-sale estimate depending on demand and market conditions.
Step 7: After the Sale
Following the auction, successful buyers complete payment and collection arrangements.
For sellers, the auction house manages the administration and settlement process. Once payment has been received and the sale completed, proceeds are distributed according to the agreed terms.
A settlement statement will normally provide a breakdown of:
- Hammer price
- Commission
- Associated charges
- Net proceeds
What Information Should You Bring for a Valuation?
If possible, it can be helpful to provide:
- Receipts or invoices
- Certificates of authenticity
- Service records
- Previous valuations
- Family history
- Provenance documentation
- Original boxes, cases or packaging
These materials can assist specialists in researching and presenting the item accurately.
Can Inherited Items Be Sold at Auction?
Yes. Many objects offered at auction come from inherited collections, family estates or house clearances.
Even if you know little about an item, a specialist valuation can help establish its significance and market potential. Objects that may appear ordinary can sometimes prove surprisingly desirable to collectors.
What Types of Items Can Be Sold at Auction?
Auction houses handle a wide range of categories, including:
- Jewellery
- Watches
- Paintings
- Prints and sculptures
- Silver
- Furniture
- Decorative arts
- Asian works of art
- Books and manuscripts
- Coins and medals
- Arms and armour
Specialist departments ensure items are offered to the most appropriate audience.
Why Sell at Auction?
Auction remains one of the most transparent methods of selling art, antiques and collectibles.
By bringing together multiple interested buyers, the auction process establishes market value through open competition. For rare, desirable or fresh-to-market items, this competitive environment can often achieve strong results.
Whether selling a single item or an entire collection, professional advice is an important first step.