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Good business, Antiquorum is just trying to find sellers, remember, Auction houses get paid whether you are buying or selling, as most have buyer's premium and seller's premium. The more watches they get in consignment the more money they make.
Wouldn't surprise me at all if other major auction houses will offer "Virtual Valuation" in the days ahead.
Yes, it will simplify making money.
Good marketing too. Come on ... dematerialize. You know you want to. 😉
Last time I used them in 2014 to sell some items they didn't pay per the contract terms. Constant delays (cash flow issues) until I got a third party involved to pry the payment out of them many months later. Perhaps they have cleaned up their financial problems since that time.