Christmas is fast approaching; since November, second-hand shops and voluntary sales companies have been displaying numerous vintage items that could become the "in" Christmas gift. This week, a friend invited me to a private exhibition at PICHON & NOUDEL-DENIAU OVV in CANNES, where we observed that the jewelry display had become the absolute focal point of the assembly, far more than the paintings, books and other historical objects that decorated the room.

Jewelry and watches ahead!

A great classic; a jewel or a watch of mark. The auction rooms offer the possibility of acquiring old models for interesting prices, beware of the traps!

• Rings, pendants, pearl sets as well as Cartier, Dior, Chanel Piaget watches remain the sure values of a known signature and always in fashion for iconic models.
• The trend is towards vintage: old models come back to life if they are in perfect condition with their packaging.
• In Paris, the catalog of the future sale http://www.villanfray.com/ proposes a Cartier watch model Panthère yellow gold estimated between 2 500 and 3 000 euros whereas its selling price when new is 19 200 €.
• I observe that the classic and well-known models inspire confidence in gentlemen who also look at the profitability aspect of the financial investment; the second-hand luxury market is dynamic.
• Beside the standard models, you should not hesitate to look at the more accessible ones which could become a "bargain".
• Beware, sometimes the low estimate corresponds to a broken or chipped stone; a color that is too pale (for aquamarine), an absence of complete saturation in the stone, hence the interest of a systematic handling with a magnifying glass before the sale.

Haute Couture accessories always

Fashion and haute couture accessories from brands such as Hermès, or VUITTON are also popular on seasonal or older models. Older models in very good condition remain on a good price.

• The mechanism between the sale prices of the latest collection in new that increase makes a model of a previous collection in good condition more accessible.
• Example for the estimation given of a speedy VUITTON bag at 250 € at Pays de Fayence auction against 1040 euros in store.
• However it is necessary to remain vigilant on the models presented and to check the authenticity as well as the interior state, but beautiful businesses remain to come by taking time to move to follow the sale on the spot.
• Indeed, it is important to know that the sales fees applied on live purchases are higher than an on-site auction (on average 3 to 5%).

According to the book Management et Marketing du luxe written by CHEVALIER and MAZZALOVO, the brands "that make the most dreams in Europe" in 2012 are ROLEX, CARTIER, CHANEL, ARMANI, VUITTON, DIOR, MONTBLANC, Dolce &Gabbana, GUCCI...

Dream marketing

• During my daily appraisals, all the accessories of luxury brands are very regularly stolen in addition to gold jewelry. The place and the social level is no longer a criterion to offer oneself a part of the dream that the marketing wraps to perfection...
• A pair of eyeglasses or a luxury branded bag allows you to be recognized as belonging to a "lifestyle" community, which is why all these signed products will be in constant demand on the new and second-hand market in the years to come.
• "A Salon du Luxe and the second hand in 2019 "is organized soon according to information from the luxury newspaper "According to 91% of luxury professionals surveyed in the Ifop x Salon du Luxe Paris 2018, the market for second hand is bound to grow in the near future."

To be followed closely!