The auction achieved CHF 1'526'280 in total sales with a highly curated catalogue of just 24 timepieces sold, and an average lot value of CHF 63’595, establishing the new auction house as a serious new player in the international watch market less than six months after its founding.
With these results, Marteau & Co positions itself as a strong new presence in Geneva’s auction scene. The auction marked the debut of Marteau’s pioneering model introducing Watchmaker’s Resale Rights, through which 3% of the hammer price is returned directly to the independent watchmakers whose pieces are sold.
The initiative a first in Watches auction history represents a significant structural shift in the way value is shared in the secondary market and reflects a growing recognition of the living watchmakers behind the most collectible watches.
Performance across the catalogue was noticeably strong, setting multiple world and brand records and confirming collector appetite for fine independent watchmaking.
Daniel Roth, Tourbillon Ref. 2187 in white gold — CHF 228’000 vs. estimate CHF 70’000 – 140’000
Ferdinand Berthoud, Chronomètre FB 2RE No. 1/10 — CHF 240’000 vs. estimate CHF 100’000 – 200’000
Urban Jürgensen Ref. 8 in platinum — CHF 45‘000 vs estimate CHF 15‘000 – 30‘000
The sale also featured watches that outperformed their most recent auction results, including an Urban Jürgensen Ref. 3 in pink gold that sold for CHF 78’000, exceeding what it achieved at a major auction house 12 months ago.
The auction also established new world records for MING and Dennison, underlining sustained momentum in this segment of the market.
More than 400 collectors registered to bid on the highly curated sale, with participation from all six major continents. If the watches entrusted to the sale spoke of confidence in Marteau & Co, the results spoke of confidence in its conviction — that collectors and watchmakers can thrive together.
Marteau & Co also reported extraordinary engagement from watchmakers themselves, many of whom contributed to the catalogue, shared insights about their work, and attended previews in Geneva. This collaborative approach created a sense of transparency and shared purpose rarely seen in the auction world.
“Coming into an auction scene as established as Geneva’s, we knew we had to earn our place,” said Arthur Touchot, Co-Founder of Marteau & Co. “The immediate, record-breaking response to ‘The First Strike’ proves we have, and that collectors are willing to make space for us and get behind the principles of Marteau.”
“Collectors have shown that they want to participate in a system that values authorship as much as collectability,” said Leonard Pictet, Co-Founder of Marteau & Co. “To achieve these results while introducing a new model that benefits living watchmakers demonstrates that progress and performance can coexist.”
Founded in mid-2025 by Arthur Touchot and Léonard Pictet, Marteau & Co combines deep industry expertise with a commitment to fairness and transparency.
