On 28 May we held “The New Co-Owner” sale, designed to fulfil the vital role of further developing the company. A lot of 0.5% of the share capital of Ineichen was put up for bidding, with a starting price of 100,000 CHF. The lot eventually sold for 210,000 CHF, and we were lucky to welcome Sebastien Andre Heiniger as a new co-owner. 

Heiniger’s family has a history in watch business management, though he personally only joined the luxury watch scene professionally last year as a Bucherer AG sales consultant in Geneva. His rise was fast and he was soon appointed assistant manager. He speaks French, English and Spanish. His previous work experience was in the motoring, real estate, catering, and finance sectors.

Let’s hear from the winner of our unique sale

How did you find out about Ineichen Auctioneers and why did you decide to take a chance to become a part of it as a shareholder? Do you feel any special potential in this auction house and how is it different to others in your opinion?

I learned about Ineichen from the internet. It wasn’t by chance – I’m a big watch enthusiast and watch collector. I have always loved watches, and today it’s a very big part of my life. I was looking at the news on the internet, browsing through articles describing watches proposed by auction houses. That’s how I found out about Ineichen. The first thing that caught my attention was their history. They have been active for close to 50 years and offer a large number of interesting watches at auction. I saw potential for Ineichen to grow and relished their approach to new challenges and opportunities. I share the same view, so becoming a shareholder is logical to me. I see the company is well managed and has a great aspiration for new opportunities.

I saw potential for Ineichen to grow and relished their approach to new challenges and opportunities. I share the same view, so becoming a shareholder is logical to me. I see the company is well managed and has a great aspiration for new opportunities.

I think Ineichen now has a younger and a very different point of view compared to the more traditional auction houses that we all know. One example is the fact that the company no longer takes a buyer’s premium in its auctions, which sounds very interesting for those looking to buy a timepiece. This is close to me, who made purchases in past years at the sales of different auction houses as a collector for watches. Small auctioneers enjoy the advantage of flexibility, which manifests through the introduction of new ideas, the ability to see things differently – just what the market needs. These people are able to see things differently from others, and that is why I think there is a big difference between Ineichen and the other auction houses on the market today.

Small auctioneers enjoy the advantage of flexibility, which manifests through the introduction of new ideas, the ability to see things differently – just what the market needs.

You are from a family with deep roots in the watch industry. You were not in the watch business before, but have decided to enter the scene. How did you come to this decision?

Although I have been a watch collector and a great watchmaking enthusiast for many, many years, I had never thought of working in the watch industry before. For me it was just a hobby. It was taking a big part of my life but was not of professional interest. One fine day when I was walking with with a friend, he asked me: “Why don’t you start working in the watch industry? You love watches, you will enjoy being surrounded by nice and well-made watches, whatever the brand.” So, I decided to try, and am very thankful for this fantastic opportunity. I love it. I love waking up in the morning knowing that I will be surrounded by what I love. I think that there is nothing better than waking up and knowing that you will do what you enjoy.

How did you feel after winning the first shares of Ineichen Auctioneers publicly offered, and how did it end up that you are becoming the head of the watch department of Ineichen Auctioneers in Geneva?

What can be said other than that I felt happy when I learned that my bid for half a percent of the Ineichen share capital was successful? Being part of this wonderful family – I feel Ineichen just like that and being able to help the company grow and develop is just a fantastic opportunity for me. I’m looking forward to helping Ineichen grow and develop their offering to clients. Becoming head of Ineichen’s watch department in Geneva, where the company plans to open a new office, is a challenge for me but also a refreshing change.

I love waking up in the morning knowing that I will be surrounded by what I love. I think that there is nothing better than waking up and knowing that you will do what you enjoy.

How can I create a very nice environment for clients here in Geneva? I want everyone here, in the French part of Switzerland, to get to know us first. I want our future clients to understand that we are trustworthy, even if they have never heard about us before. Therefore, firstly, we must prove that we are a team of professionals. In addition, I’m sure that the very nice timepieces we offer will speak louder than any words. I look forward with excitement and delight to meeting clients and welcoming them to Geneva. What next? Then we jump in the car and invite everyone to follow us in this beautiful story that begins right here and now. I’m sure it will be a fantastic drive.

I’m looking forward to helping Ineichen grow and develop their offering to clients. Becoming head of Ineichen’s watch department in Geneva, where the company plans to open a new office, is a challenge for me but also a refreshing change.