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Sotheby's and Luxury Stocks, Part 2
A reader sent me an email about my post on what the dire Sotheby's sale means for luxury. She said:
Rumors are running rampant after Sotheby's failed to sell 25 percent of its lot on Wednesday evening. "Rathbone is resigning," dealers and insiders start telling each other, everyone is talking. Meanwhile, Sotheby's stock has dropped 28 percent. Is this an indication that the art market--and perhaps the luxury market as well--is taking a turn for the worse?
David Norman, Sotheby's chairman of Impressionist and modern art, doesn't seem to think so. "I'm not ready to read this at all as a correction to the market, which I think, despite tonight, is strong," Norman told Reuters, " I know the sale was really difficult, but I see it more as a resistance to the aggressive estimates and not so much that the market has turned."
A single poor sale does not necessarily indicate a faltering market. One only has to look at previous auctions that suffered low sale rates when reserves were set too high to know that this is not entirely unusual. After an extraordinarily poor sale for the Kahn collection at Northeast in 2002, Art and Antiques noted, "perhaps it is universally true that reserves discourage bidding. Perhaps, in the current economy, buyers are bargain minded." No one outside the folk art world panicked over that sale--then again Northeast isn't publicly traded.
The alarmist speculation based on the Sotheby's sale that failures in the housing and credit markets are spreading into the art and luxury markets is not yet warranted. Contributing factors to the poor sale indicate that it was more likely an isolated incident, due to Sotheby's failure to make appropriate estimates on their lots, leading to over-priced reserves.
One such indication comes from Christie's Impressionist sale the day before that totaled $395 million. As Reuters reported, "The fall art auctions got off to a solid start on Tuesday as Christie's achieved the second largest result ever for Impressionist and modern art." The article goes on to point out that fears about the housing and credit markets didn't factor into the sale. If the art market was truly on the downturn, it seems unlikely that Christie's would have had such a solid sale the day before.
A report from Monday the 5th in the New York Sun explains some of the discrepancies in the focus and preparations of each auction house. "The new collectors are bidding very aggressively for Impressionist pictures, which I feel are undervalued. I made a conscious decision to put a strong Impressionist collection together because that's what our clients want," Guy Bennett explained to the paper. But as the Sun went on to note, "Sotheby's sees the market going in the other direction--which makes sense and gives new buyers a competing, but complementary, vision. 'We are much more focused on trying to win works by Feininger and Marc,' Sotheby's Mr. Norman said..." Additionally as the Reuter's article from Nov 6th revealed, "Christie's executives said they had calculated their estimates after the markets started rumbling over the summer figuring the jitters into their expectations." Had Sotheby's taken similar precautions, it might not be in such a fix.
" Anything over 20 percent not selling is noteworthy," a dealer I know tells me, " 12 percent is average, 8-12. When I first heard about it they were saying 60 percent hadn't sold, I thought I might as well just drive off a cliff. But 25 percent isn't unprecedented, it could have been a lot of mistakes on consignments, technical hitches... a lot of people don't understand how easy it is to ruin a sale by over-estimating things, a lot of the people managing money don't understand." As stock analysts gear up for the worst, warning stockholders to cool their heels and wait to see how the contemporary auction goes, you just know there are some people out there buying up Sotheby's stock like it's wrapping paper after Christmas. While we won't truly know the outcome until after the contemporary sale, or perhaps even further down the line, I would place my money on Sotheby's latest mess being an isolated screw-up rather than an indication that the wealthy are cashing in their chips and clapping their hands clean of the art world.
Is she right? I don't know enough about the art market to know for sure. But when it comes to the stock market, it almost doesn't matter. Despite solid results from the luxury brands, the stocks have taken a beating recent days along with the rest of the market. When a high profile company that serves the wealthy like Sotheby's performs so badly, investors have to jump on the news -- even if they think it is a one-off -- because they know other investors are jumping on the news. It's a question of perception versus reality and right now the perception seems to be that sooner or later luxury sales will take the same hit that the lower end of the market has taken. And in order to be prepared for that, companies are keeping expectations low and investors are selling the stocks. But for a true believer, it is a great time to buy. The stocks that is. And maybe a bit of art.






