Bonhams USA Watch Department Enters a New Era
Bonhams USA’s watch department is undergoing a major transformation under the leadership of Reg Brack, who joined as international director of watches, US. With fresh ownership, a new flagship location on West 57th Street, and a start‑up mindset, the team is combining the heritage and global reach of the historic auction house with modern retail strategies to attract younger collectors and expand its market share. The department has already achieved a 90 % sell‑through rate in recent online auctions, set a record with a Breguet reference 3130BA, and secured high‑value consignments from brands such as Audemars Piguet, Patek Philippe, and emerging independent makers. The upcoming live watch auction on December 8 marks Bonhams’ return to New York’s premier auction calendar, complemented by a timed online component. By fostering collaboration across specialties—watches, jewellery, wine, and fashion—and leveraging strong social‑media engagement, the team aims to broaden its client base, especially among women and Gen Z collectors. This hybrid approach, blending traditional auction expertise with innovative, customer‑focused practices, positions Bonhams to compete more effectively with industry leaders like Phillips, Christie’s, and Sotheby’s.
Buying Time Analysis: The interview highlights Bonhams’ strategic revitalization of its U.S. watch department, combining heritage brand strength with a startup mindset to attract younger collectors and re‑establish its presence in major auction calendars, making it a pivotal moment for the company's growth in the competitive luxury watch market.
