Selling with FORTUNA

FORTUNA has been specifically designed to protect your interests and maximize your results in the shortest possible timeframe. With our unique model, we are at the forefront of revolutionizing the industry, merging the tried-and-true methods of traditional auction houses with the dynamism of modern innovative marketplace models, utilizing cutting-edge technology and focusing on an unyielding commitment to customer service.

With the lowest seller’s fees/premiums, very frequent (bi-weekly) auctions, a substantial global following, record-breaking results, and a flawless 5-star Google rating, FORTUNA stands head and shoulders above the rest.

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Now that you have an understanding of our mission and approach to selling at FORTUNA, let’s delve deeper into the mechanics of our operation, and explore the topics that every potential seller should know. The following sections will highlight what makes FORTUNA different and answer the question, “Why FORTUNA?”, as well as walk you through the entire process from start to finish. This guide is designed to prepare you thoroughly for your selling journey with FORTUNA, giving you the confidence to make informed decisions at every step of the way.

Why Sell With FORTUNA?

At FORTUNA, we’re committed to setting and upholding the highest standards for our sellers. Selling jewelry and watches can be a challenging and confusing process, but it doesn’t have to be. With FORTUNA by your side, you can rest assured that your valuable assets are in the best hands possible.

We think of ourselves as a torch-bearer on the dimly-lit, pitfall-filled path to selling jewelry and watches.

At FORTUNA, our core values of integrity, authenticity, accountability, and excellence are at the forefront of everything we do. We believe our values, performance, and reputation set us far apart from our competitors.

Here are the five (5) reasons that answer the question, “Why Sell with FORTUNA?”:

1 of 5:  Our Goals Are Aligned With Yours

Unlike buyers who seek to purchase your jewelry and watches for as cheap as possible, FORTUNA is not interested in buying your jewelry at all—we are interested in selling your jewelry for you, to the highest bidder.

Additionally, we believe that we should only be paid for our services if we are able to sell your jewelry and watches for the prices that you agree with. We provide fully-insured shipping, cataloging, photography, and marketing of your jewelry and watches, all at our expense.

Furthermore, because we are only paid upon success via our premiums (and our premiums are lower than the other major auction houses), the more money that we make you, the more we get paid. Maximizing the value of your jewelry and watches is absolutely in our best interest.

The group lot depicted here illustrates the importance of correct pricing. The consignor initially desired to consign the lot with a reserve of $10,000. We agreed that the lot was potentially worth considerably more than $10,000 but requested a lower reserve and starting bid and the consignor agreed. On auction day the lot opened at $5,000 and, as a result of prudent pricing, a bidding war erupted during the live auction and the group of vintage Chanel costume jewelry sold for $25,000.

Group of Chanel Vintage Fashion Costume Jewelry. Sold at one of FORTUNA's auctions for $25,000.

2 of 5: We Have Solutions That Others Simply Do Not

While many auction houses hold jewelry and watch auctions every few months, we host live and online global auctions every two (2) weeks, allowing us to provide results for you in a much shorter period of time.

Need money even sooner? We’ve got a solution for that too.

Our Lightning Auctions, deliver auction results in just days. This auction format is a first-price sealed-bid auction where a list of pre-qualified bidders, who pay a premium to participate in the auctions, are presented the lots for sale and are allowed to submit their top bid, one time, in a sealed envelope. Once all envelopes have been collected, they are opened and the top bid is taken.

The owner of the Rolex Daytona “Rainbow” shown here was not happy with the cash offers that he was given by other buyers. He tried the watch once at auction and it did not sell and was then looking for more immediate solutions. He consigned the watch with FORTUNA and we hosted a Lightning Auction for him. The Watch sold to a private client for $375,000 and the consignor was very pleased.

Rolex Daytona "Rainbow" in 18K Gold with Box and Papers Sold at FORTUNA for $375,000

3 of 5: We Are A Full-Service Specialty House, Not A Limited-Service Everything House

We are a specialty auction house that focuses exclusively on jewelry and watches, making us the experts in our field. From our cutting-edge marketing department to our industry-leading in-house photography studio, our entire team is solely focused on jewelry and watches. Our team of jewelry and watch specialists are highly trained to recognize opportunities to enhance the value of your jewelry and watches, share that knowledge, and make recommendations—and we handle everything for you.

We pride ourselves on our industry-leading white glove service. If you decide to move forward with one of the enhancements mentioned above, we will handle the entire process for you and even cover the costs upfront. We believe in delivering excellence in service and taking the burden off of our clients.

The piece shown here was sourced from an important estate and came in with no documentation. Our team recognized the style immediately and arranged for the item to be inspected by the world’s foremost authority on Suzanne Belperron, who, after study, provided documentation backing its authenticity. A prior appraisal of the item placed the value at $5,000, however, with the work that FORUTNA performed it sold for nearly $140,000 at auction.

Suzanne Belperron "Cambodian" Chalcedony Cuff w/ Certificate of Authenticity Sold at FORTUNA for $137,500

4 of 5:  We Have A Global Following

With a dedicated audience of enthusiasts and private collectors in around 100 countries, ready to compete and bid for your jewelry and watches, FORTUNA has an extensive global reach, and a finger on the pulse of the various markets around the world, allowing us to target the right market for your jewelry and watches and ensuring that we are able to deliver the best results for you.

The diamond shown here was is just one example of many of our international following—celebrities, royalty, billionaires and tycoons. This particular lot sold to a Princess from the Middle East for $260,000.

Exceptionally Rare Type IIA D/IF 6.01-Carat Emerald-Cut Diamond, GIA Certified with Mounting Sold at FORTUNA for $260,000

5 of 5: We Deliver Top Results and Have an Unparalleled Reputation

Our reviews and testimonials speak for themselves. We have earned the trust of our clients through our ethical practices and our ability to deliver top results. CLICK HERE to read some of the reviews and testimonials that clients have written about us.

Don’t settle for less when it comes to selling your valuable assets. Let FORTUNA help you. Contact us today to get a free valuation by filling out the Free Valuation Form below.

As just one example of our performance (of thousands) we present a rare Cartier Crash watch, which set a world record at one of FORTUNA’s auctions, fetching an astounding $81,250.

The Cartier Crash 1991 Limited Edition; achieved a record-high $81,250 at Fortuna's 2019 IMPORTANT WATCHES auction.

The Process – from Start to Finish

Embarking on your selling journey with FORTUNA begins with a valuation and ends with a check in your hand (assuming we are successful!). There are seven simple steps in the process. If you need assistance at any time, don’t hesitate to contact us.

Step 1: Preliminary Valuation

Understanding the true market value of your jewelry and/or watches is the first crucial step in your selling journey. The best way to do this is to obtain a “valuation report” from an auction house—preferably one that has an expertise in jewelry and watches, like FORTUNA.

Several factors play a part in the valuation process – the item’s make and model, condition, age, provenance, quality, current market conditions, and rarity are among the most important factors.

The best way to begin this part of the process (and the process overall) is to fill out our valuation request form. Once FORTUNA’s team of jewelry and watch specialists receive your request, they will reach out within just hours and either provide you with a valuation report immediately or request some additional information.

Step 2: Shipping

At the conclusion of “Step 1” you will have received a preliminary valuation report as well as a prepaid fully-insured shipping label (for US-based consignors only), a packing slip (to be included inside of the package that you ship to us) which will list the contents of the package as well as the insured value of those contents, and “safe packing instructions”.

If you run into any issues or have any questions, reach out for help and we will gladly assist.

Step 3: Final Valuation & Consignment

Once the package arrives at FORTUNA’s New York City Fifth Avenue office, the team will unpack the items and email you to let you know that we’ve received the items in good order.

Following this, the team will perform a more-detailed inspection and study of the items and update the valuation report, if needed, and issue you a final valuation report. After you confirm that you are in agreement and would like to move forward, you will be sent a consignment agreement, which, among other things, gives us the legal authorization to represent and sell your jewelry and/or watches.

Step 4: Pre-Auction Preparation

After consignment is complete, our team of jewelry and watch specialists go to work preparing auction catalog descriptions and executing any value enhancement services that might be required (such as obtaining an report from a lab or performing a small repair), all of which would have to be approved by you beforehand and all of which is covered by FORTUNA fully upfront.

In addition, our industry-leading photo studio goes to work creating the beautiful content that we are known around the world for.

Step 5: Pre-Auction Marketing

All items in an auction are organized into what are known as “lots”. When lots are ready to be presented to our global audience of bidders/buyers, they are uploaded on our online auction platform and many third party auction sites.

After this, our marketing team begins their work promoting the sale and lots to a global audience.

Interested bidders are allowed to “pre-bid” in any of our auctions, meaning that, for the two weeks (approx.) leading up to an auction, bidders are allowed to bid against one another—our online platform will reflect this bidding activity showing “current bid”.

Step 6: Auction Day

On the live auction day, each lot is opened by the auctioneer, bids are accepted from online, absentee, and phone bidders, and winning bidders are declared when the hammer falls. Invoices are sent out to winning bidders immediately following the auction.

Step 7: Post-Auction Account Settlement

Winning bidders are given some time to settle their invoices and 45 days (approx.) following the auction you are issued payment for the items of yours that sold.

For any unsold items, shortly after the auction, a member of Team FORTUNA will reach out to you to discuss options—namely, re-consigning for the next auction and trying again or simply shipping the items back to you.