Madison Auction
Madison Auction is a Hong Kong-based luxury lifestyle auction house hosting live and online auctions of wine, whisky, spirits, handbags, and trading cards for high-net-worth APAC collectors, via a proprietary bidding platform and charging a 22.5% buyer's premium.
- Company typePrivate
- Founded2018
- HeadquartersHong Kong, Hong Kong SAR China
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Madison Auction does
Madison Auction Limited is a Hong Kong-based luxury lifestyle auction house founded in 2018, operating live and online auctions for fine wines, whiskies and spirits, handbags, and trading cards (TCG, sport cards, card collectibles). It serves high-net-worth individual collectors and trade professionals across APAC, North America, and Greater China, with mainland China activity delivered through Shanghai simultaneous-casting sale rooms in partnership with Forbes Global Alliance since August 2022.
The company's core product is the self-built Madison Auction Bidding Platform, accessible via website and mobile app (Android/iOS), supporting live streaming for live auctions and online bidding for online auctions. Bidders register through credit-card-verified onboarding tied to paddle numbers and Conditions of Sale. Complementary offerings include the Buy Now e-commerce mall for immediate fine wine purchases, a Points Redemption loyalty program redeemable for wine accessories and cigars, and Consignment Services for sellers with no selling commission and complimentary insured storage.
Revenue is generated primarily through a buyer's premium on hammer price: 22.5% for general auction items and 10% for card collectibles. The company is a strategic partner / sole auction affiliate of Madison Wine (HKEX Stock Code 8057.HK), a publicly listed fine wine retailer that serves as the sole retail partner, providing channel integration with e-commerce, on-demand, En Primeur sourcing, and professional wine storage. Madison Auction operates from Wong Chuk Hang, Hong Kong, with a headcount of 11–50 employees.
Madison Auction firmographics
Firmographics- Name
- Madison Auction
- Legal name
- Madison Auction Limited
- Website
- https://madison-auction.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madison Auction is a Hong Kong-based luxury lifestyle auction house hosting live and online auctions of wine, whisky, spirits, handbags, and trading cards for high-net-worth APAC collectors, via a proprietary bidding platform and charging a 22.5% buyer's premium.
- Ownership category
- akta.pro rank
Madison Auction industry classification
Industry- Product category
- Luxury Auction Services
- NAICS
- Used Merchandise Retailers (4595)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)
Keywords
Where Madison Auction is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
Madison Auction business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Buyer's Premium: Madison Auction charges buyers a premium on the hammer price. For general auction items, the buyer's premium is 22.5% of the hammer price. For cards (TCG, Sport Cards & Card Collectibles), the premium is 10% of the hammer price. This is the primary revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | General Auction Items Buyer's Premium |
| Transaction based/ take rate | Pay-as-you-go | Card Collectibles Buyer's Premium |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Madison Auction product offering
Product offeringCore offering
Madison Auction operates a Hong Kong-based luxury lifestyle auction house that hosts live and online auctions for fine wines, whiskies, spirits, handbags, and collectible trading cards. Bidders participate through a self-built proprietary bidding platform accessible via website and mobile app, with complementary Buy Now e-commerce mall for immediate purchases and a consignment service for sellers featuring no selling commission and complimentary insured storage.
Product overview
Madison Auction is a Hong Kong-based luxury lifestyle auction house operating a platform-plus-services model. The core offering consists of the self-built Madison Auction Bidding Platform for online and live auction participation, complemented by the Buy Now (Mall) e-commerce store for immediate wine and spirit purchases. Additional services include a Points Redemption loyalty program and Consignment Services for sellers. The company hosts auctions across multiple categories including wine, whisky, handbags, and collectible trading cards, with both live streaming and online formats available via website and mobile app.
Differentiator
Problem solved
Functional benefit
Products and services
- Live and Online Auction Services Auction services for luxury lifestyle collectibles including fine wines, whiskies, spirits, handbags, and trading cards (TCG, Sport Cards & Card Collectibles). Offers both live streaming auctions and online bidding formats for high-net-worth collectors.
- Buy Now Online Store (Mall)
Quantifiable outcome
- Over 90% hammer rate achieved on average across all past auctions
- +1 more outcomes
Companies that use Madison Auction
Customer profileSegments3 records
Ideal customer profiles2 records
Madison Auction technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Madison Auction partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Forbes Global Alliance (FGA)flagshipSince August 2022, Madison Auction partners with Forbes Global Alliance, a long-established and globally renowned company. They jointly hold simultaneous-casting sale rooms in Shanghai, bringing together various industries entrepreneurs, elites, enthusiasts, and KOLs for cross-platform gatherings.
- Madison Wine (HKEX Stock Code 8057.HK)coreMadison Auction is the sole auction partner to Madison Wine, which serves as the sole retail partner and fine wine trader. Madison Wine offers e-commerce, on-demand and En Primeur sourcing, and professional wine storage. This multi-channel partnership reflects their resources integration advantage.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Madison Auction competitors and assessment
Company assessmentRegional players
- Poly Auction: One of mainland China's largest luxury auction houses with a strong wine and spirits division and significant cross-border collectibles activity; directly comparable as a regional peer competing for the same Greater China HNW bidders and consignors.
Broad incumbents
- Heritage Auctions: US-based multi-category auction house with strong wine, spirits, and trading card verticals; comparable auction-mechanics and premium-based revenue model though operating at much larger scale globally.
- Bonhams: International auction house with a Spirits & Whisky auction division and live HK presence; competes with Madison for whisky consignments and luxury lifestyle collectibles though as part of broader art and luxury portfolio.
- Christie's: Historic global auction house with significant wine, spirits, handbags, and luxury lifestyle verticals; shares Madison's luxury collectibles focus but serves a worldwide, well-established collector base from its primary HK/NY/London salerooms.
- Sotheby's (Wine & Spirits): Global luxury auction house with a dedicated wine & spirits division running marquee live auctions in HK, NY, and London; competes directly with Madison for high-end wine consignments but operates as part of a much broader luxury portfolio.
Emerging players
- Goldin Auctions: Hong Kong-based sports memorabilia and trading card auctioneer that overlaps with Madison's new Madison Crazy Card Auction category; serves a similar APAC HNW collector demographic with online and live auction formats.
Direct peers
- Zachys Wine Auctions: US-based wine and rare spirits auctioneer holding regular live and online auctions with premium-based revenue model; highly comparable in product mix, auction cadence, and target buyer profile to Madison's HK-based wine/whisky auctions.
- Acker Merrall & Condit: One of the oldest and largest wine auction houses globally, Acker runs scheduled live and online wine auctions targeting HNW collectors in the US and internationally - directly comparable to Madison Auction's wine-focused core business and take-rate revenue model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Madison Auction social profiles
Digital presenceMadison Auction financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madison Auction leadership team
Management profileNumber of profiles
Madison Auction funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madison Auction 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 Madison Auction
What does Madison Auction do?
Madison Auction operates a Hong Kong-based luxury lifestyle auction house that hosts live and online auctions for fine wines, whiskies, spirits, handbags, and collectible trading cards. Bidders participate through a self-built proprietary bidding platform accessible via website and mobile app, with complementary Buy Now e-commerce mall for immediate purchases and a consignment service for sellers featuring no selling commission and complimentary insured storage.
Is Madison Auction a public or private company?
Madison Auction is a private company. It is classified as corporate owned and is currently operating.
When was Madison Auction founded?
Madison Auction was founded in 2018. It employs 11 to 50 people.
Where is Madison Auction based?
Madison Auction is headquartered in Hong Kong, Hong Kong SAR China, in the Asia region.
How does Madison Auction make money?
One revenue line is on record: buyer's Premium.
Who are Madison Auction's main competitors?
Poly Auction is listed as a regional player. Broad incumbents are Heritage Auctions, Bonhams, Christie's and Sotheby's (Wine & Spirits). Goldin Auctions is listed as an emerging player. Direct peers are Zachys Wine Auctions and Acker Merrall & Condit.
Does Madison Auction have an API?
No public API is recorded for Madison Auction.
What industry is Madison Auction in?
Madison Auction's product category is Luxury Auction Services. Its primary akta.pro industry code is CRAKAKAF, Auction Houses (Luxury Watches & Jewelry). Its NAICS code is 4595 and its SIC code is 5961.