HONG KONG — Sotheby’s has ushered in a new era of live wine auctions in Asia with the debut of its Connoisseur’s Cellar sale, held on March 30–31 at the recently opened Sotheby’s Maison in Landmark Chater, Central. The event marked the auction house’s largest single-owner wine auction in the region and underscored the growing appeal of luxury collectibles among younger buyers.
The live auction, led by George Lacey, Director and Head of Wine, Asia, saw strong bidding activity and results that exceeded expectations. The top lot — a 12-bottle case of Richebourg 2007 Domaine Leroy Côte de Nuits Grand Cru — achieved HK$625,000 (US$80,350), underscoring strong demand in the fine wine market.
Lacey, a seasoned auctioneer, described the experience as a milestone. “The event marked our biggest single-owner auction so far in Asia,” he said. “I loved that it took place in such a reverential, cathedral-like space.”
Sotheby’s Maison, a 24,000-square-foot venue that opened in July 2024, occupies the former flagship premises of Armani and is designed to demystify the auction world for the public. Positioned strategically in a high-footfall pedestrian zone that connects Grade A office towers, the Maison is rapidly becoming a gateway for new clientele.
“Our salons dedicated to luxury consumer goods such as watches, jewellery, fine art and collectibles lower the barrier,” Lacey said. “Retail spaces are easy for most people to understand. Since we opened, we’ve welcomed half a million visitors.”
An upcoming addition to the Maison is a dedicated fine wine and spirits retail store, scheduled to open later this year. Designed by Dutch architecture firm MVRDV and located in the former Emporio Armani space on the first floor, the venue will feature a contemporary tasting lounge aimed at fostering casual yet curated wine experiences.
“We never had a permanent wine appreciation space,” Lacey noted. “This will serve as the glue for our day-to-evening concept and a test bed for our initiatives. It will be perfect for a younger market to get to know us.”
Sotheby’s strategy appears to be resonating with a younger demographic. In Hong Kong, 32% of wine auction bidders are under the age of 40 — the highest proportion globally. Lacey attributes much of this engagement to the accessibility of the Maison concept.
“The power of retail as an entry point is an enormous growth area for us, as younger generations tend to participate in luxury categories first,” he said.
The Hong Kong Maison will soon serve as a blueprint for international expansion. Sotheby’s plans to replicate the model at new flagship locations, including the iconic Breuer Building on Madison Avenue in New York and on Rue du Faubourg Saint-Honoré in Paris.
Following the success of the inaugural events, Sotheby’s aims to host up to five live wine auctions and 14 online sales annually from the Hong Kong venue. Lacey emphasized the importance of catering to a multifaceted clientele.
“We are fortunate to have such an engaged client base,” he said. “They are high-level individuals who appreciate wine, art, and jewellery — and often, they are the same person. We are focused on effectively serving all of their passions.”
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