Dix Noonan Webb
Dix Noonan Webb, trading as Noonans Mayfair, is a London-based specialist auctioneer and valuer (founded 1990) conducting live and online auctions across eight collectible categories — coins, banknotes, medals, jewellery, militaria, silver, watches, and detectorist finds — serving private collectors, estate owners, and dealers globally.
- Company typePrivate
- Founded1990
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dix Noonan Webb does
Dix Noonan Webb Ltd, trading as Noonans Mayfair, is a London-headquartered specialist auction house and valuer founded in 1990. The firm operates from 16 Bolton Street in Mayfair and runs eight dedicated specialist departments covering banknotes, coins, commemorative medals and tokens, detectorist finds, jewellery, medals and militaria, silver and objects of vertu, and watches. Notable auction achievements include a Victoria Cross sold for £750,000, a Princess Margaret jewellery bracelet at £320,000, and Battle of Britain medals at £260,000, demonstrating depth across high-value collectibles.
The company's core technology comprises the proprietary Noonans Live real-time online bidding platform, which enables remote participation in live auctions, and the "Your Cabinet" personal account portal for tracking lots, bids, and consignments. Distribution spans in-room live auctions at the Mayfair headquarters, online bidding globally via Noonans Live, off-auction private treaty sales, and scheduled Valuation Days for consignment intake. The firm maintains overseas offices in Hong Kong and Singapore to source consignments and serve collectors across Asia.
Revenue is generated through a transaction-fee model, principally buyer premiums and seller commissions on hammer prices. Customers are fragmented across private collectors, estate owners, detectorists, and dealers, with marketing conducted through detailed online catalogues and an active presence across Facebook, X, Instagram, Pinterest, YouTube, and email. The company is privately held with no disclosed parent, no institutional funding, and no public listing.
Dix Noonan Webb firmographics
Firmographics- Name
- Dix Noonan Webb
- Legal name
- Dix Noonan Webb Ltd
- Website
- https://dnw.co.uk
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dix Noonan Webb, trading as Noonans Mayfair, is a London-based specialist auctioneer and valuer (founded 1990) conducting live and online auctions across eight collectible categories — coins, banknotes, medals, jewellery, militaria, silver, watches, and detectorist finds — serving private collectors, estate owners, and dealers globally.
- Ownership category
- akta.pro rank
Dix Noonan Webb industry classification
Industry- Product category
- Auction Services
- NAICS
- Used Merchandise Retailers (459510)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)
Keywords
Where Dix Noonan Webb is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Dix Noonan Webb business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Auction Transaction Fees: Generates revenue through buyer premiums and seller commissions on auction transactions. Items sold include banknotes, coins, medals, jewellery, militaria, silver, watches, and collectibles.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Dix Noonan Webb product offering
Product offeringCore offering
Dix Noonan Webb (Noonans Mayfair) is a specialist auction house that conducts live and online auctions of banknotes, coins, commemorative medals and tokens, detectorist finds, jewellery, medals and militaria, silver and objects of vertu, and watches. The firm sells on consignment from collectors, estates, and finders, with buyer premiums and seller commissions as the primary revenue mechanism. Complementary services include free valuations and private treaty sales, supported by the proprietary Noonans Live online bidding system.
Product overview
Noonans Mayfair is a traditional auction house offering live and online auctions across eight specialist collectible categories. The core offering consists of a proprietary online bidding platform (Noonans Live), a personal account management portal (Your Cabinet), and direct valuation and private treaty services. Eight dedicated specialist departments handle distinct collectible categories: Banknotes, Coins, Commemorative Medals and Tokens, Detectorist Finds, Jewellery, Medals and Militaria, Silver and Objects of Vertu, and Watches. These departments provide expert cataloguing, valuation, and auction services for sellers and buyers of rare and collectible items.
Differentiator
Problem solved
Functional benefit
Products and services
- Noonans Live
Companies that use Dix Noonan Webb
Customer profileSegments3 records
Ideal customer profiles3 records
Dix Noonan Webb technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Dix Noonan Webb partnerships and signals
Strategic signalScale indicators1 record
Recent moves1 record
Expansion highlights5 records
Dix Noonan Webb competitors and assessment
Company assessmentRegional players
- Fellows: UK specialist auctioneer focused on jewellery, watches, and silver. Comparable in category overlap and UK-focused auction-house model, though positioned more towards SMB and consumer-lot price points.
Broad incumbents
- Sotheby's: Global luxury auction house with major jewellery, watches, and decorative arts operations. Comparable in luxury auctioning but at significantly larger scale and brand recognition.
- Bonhams: Global auction house with a London Mayfair presence covering jewellery, watches, coins, and decorative arts. Comparable in auction category overlap but operates at significantly larger scale and broader scope.
- Christie's: Global luxury auction house with significant jewellery, watches, and decorative arts offerings. Comparable in auction of luxury collectibles but operates at far larger scale with broader art and luxury category coverage.
- Phillips: Global auction house with watches and jewellery verticals. Comparable in luxury collectibles auctioning but at scale and with broader art and design category coverage.
Direct peers
- Morton & Eden: UK specialist numismatic auction house focusing on English and world coins. Comparable in specialist coin auctioning and target collector base, though narrower in category scope.
- Heritage Auctions: Largest US-based collectibles auction house covering coins, medals, jewellery, watches, and militaria. Comparable in category breadth and online bidding infrastructure, though significantly larger in scale.
- Spink & Son: London-based specialist auction house covering coins, medals, banknotes, stamps, and fine wines. Highly comparable as another UK specialist auctioneer serving overlapping collectible categories with a similar auction-house-plus-private-sale model.
- TimeLine Auctions: UK-based auction house specialising in antiquities, works of art, and detectorist finds. Comparable in specialist auction services and serving overlapping detectorist finds/past artefacts categories.
Emerging players
- Stanley Gibbons: UK-based collectibles dealer and auctioneer focused on stamps, coins, and banknotes. Comparable in numismatic and banknote categories and UK collector base, though more dealer-led than auction-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Dix Noonan Webb social profiles
Digital presenceDix Noonan Webb financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dix Noonan Webb leadership team
Management profileNumber of profiles
Dix Noonan Webb funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dix Noonan Webb M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dix Noonan Webb
What does Dix Noonan Webb do?
Dix Noonan Webb (Noonans Mayfair) is a specialist auction house that conducts live and online auctions of banknotes, coins, commemorative medals and tokens, detectorist finds, jewellery, medals and militaria, silver and objects of vertu, and watches. The firm sells on consignment from collectors, estates, and finders, with buyer premiums and seller commissions as the primary revenue mechanism. Complementary services include free valuations and private treaty sales, supported by the proprietary Noonans Live online bidding system.
Is Dix Noonan Webb a public or private company?
Dix Noonan Webb is a private company. It is classified as unknown and is currently operating.
When was Dix Noonan Webb founded?
Dix Noonan Webb was founded in 1990. It employs 11 to 50 people.
Where is Dix Noonan Webb based?
Dix Noonan Webb is headquartered in London, United Kingdom, in the Europe region.
How does Dix Noonan Webb make money?
One revenue line is on record: auction Transaction Fees.
Who are Dix Noonan Webb's main competitors?
Fellows is listed as a regional player. Broad incumbents are Sotheby's, Bonhams, Christie's and Phillips. Direct peers are Morton & Eden, Heritage Auctions, Spink & Son and TimeLine Auctions. Stanley Gibbons is listed as an emerging player.
Does Dix Noonan Webb have an API?
No public API is recorded for Dix Noonan Webb.
What industry is Dix Noonan Webb in?
Dix Noonan Webb's product category is Auction Services. Its primary akta.pro industry code is CRAKAKAF, Auction Houses (Luxury Watches & Jewelry). Its NAICS code is 459510 and its SIC code is 5094.