Pierre Bergé & associés
Pierre Bergé & Associés is a French voluntary auction house (PBA-Auctions) headquartered in Paris with a Brussels branch, conducting live auctions at Drouot salerooms and online via Drouot Digital across jewelry, watches, books, art, luxury, and collectible automobiles for HNW collectors and estates.
- Company typePrivate
- Founded2003
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Pierre Bergé & associés does
Pierre Bergé & Associés (operating as PBA-Auctions) is a French voluntary auction house ("opérateur de ventes volontaires") headquartered at 21 avenue Kléber, 75116 Paris, with a Belgian branch operating the Salle des Beaux-Arts in Brussels. The firm conducts live auctions at the Hôtel des Ventes Drouot-Richelieu and Hôtel des Ventes Drouot-Montmartre in Paris and supplements them with online auctions through the Drouot Digital platform (drouotonline.com). It is organized into specialist departments covering jewelry and watches, books/manuscripts/autographs, luxury and haute couture, collectible automobiles, and paintings and art objects. The company holds agrément n° 2001-002 from the Conseil des Ventes Volontaires de Meubles aux Enchères Publiques (dated October 25, 2001), authorizing it to conduct voluntary furniture auctions in France.
The company's revenue model is transactional: it earns a buyer's premium of 22% TTTTC (all-inclusive of tax) on lots selling at or below €200,000 and 17% TTTTC on the portion exceeding €200,000, plus undisclosed seller commissions. Supporting services include free online valuation requests, expert appraisal days, absentee and telephone bidding, online payment and deposit processing (via PCI-DSS-certified Ingenico), and appointment-based lot collection (via SimplyBook.it). Customer segments are primarily high-net-worth private collectors and estates — explicitly including the succession of Baroness Alain de Rothschild and the Pierre Bergé personal library — with a secondary vertical serving non-profits and foundations conducting charitable auctions. Distribution runs through the Drouot salerooms, the Brussels Salle des Beaux-Arts, the Drouot Digital platform, and digital marketing channels (website, email newsletter, Instagram, Facebook, LinkedIn).
As of April 13, 2026, Pierre Bergé & Associés operates as a subsidiary of Millon Auction Group (MAG), led by president Alexandre Millon; the company's own communications frame the transaction as a French auction-market consolidation. Day-to-day leadership consists of co-directors and Commissaires-Priseurs Antoine Godeau and Fabien Bejean, with Vittorio Preda as a senior specialist for jewelry and watches. No revenue, headcount, or external funding data is disclosed in the available source material; share capital is €50,000.
Pierre Bergé & associés firmographics
Firmographics- Name
- Pierre Bergé & associés
- Legal name
- Pierre Bergé & Associés
- Website
- https://www.pba-auctions.com/
- Company type
- Private
- Founded year
- 2003
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Pierre Bergé & Associés is a French voluntary auction house (PBA-Auctions) headquartered in Paris with a Brussels branch, conducting live auctions at Drouot salerooms and online via Drouot Digital across jewelry, watches, books, art, luxury, and collectible automobiles for HNW collectors and estates.
- Ownership category
- akta.pro rank
Pierre Bergé & associés industry classification
Industry- Product category
- Auction Services
- NAICS
- Art Dealers (45992)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)
- akta.pro secondary industry
- Estate Jewelry & Collection Liquidation Services (CRAKAKAJ)
Keywords
Where Pierre Bergé & associés is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Pierre Bergé & associés business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Auction commissions: Earns buyer's premium on successful auction sales: 22% TTTTC for purchases up to €200,000 and 17% TTTTC for purchases exceeding €200,000. Also charges seller commissions through general conditions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard buyer's premium tier |
| Transaction based/ take rate | Pay-as-you-go | Premium buyers tier |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Pierre Bergé & associés product offering
Product offeringCore offering
Pierre Bergé & Associés operates as a French voluntary public auction house (opérateur de ventes volontaires) conducting catalogued auctions of jewelry, watches, books, manuscripts, autographs, luxury and haute couture, collectible automobiles, and paintings and art objects. Sales take place as live in-person auctions at Drouot-Richelieu and Drouot-Montmartre in Paris and at the Salle des Beaux-Arts in Brussels, with parallel online participation via the Drouot Digital platform. Complementary services include free online valuation requests, paid expert appraisals, absentee and telephone bidding, and estate liquidation.
Product overview
Pierre Bergé & associés operates as an auction house (opérateur de ventes volontaires) offering a dual-channel platform combining live auction events at Parisian Drouot halls with online auctions via DrouotDigital. The core service encompasses catalogued auctions across specialized departments (jewelry, books, art, automobiles, luxury) with integrated bidding mechanisms including absentee bids, telephone bidding, and online payment systems. The platform also provides valuation services for potential sellers and facilitates delivery coordination through third-party scheduling.
Differentiator
Problem solved
Functional benefit
Products and services
- Ventes Live (Live Auctions) Real-time in-person auction events at the firm's Paris Drouot salerooms with parallel live streaming to remote online bidders, used by collectors and buyers to bid on lots in real time.
- Ventes Online (Online Auctions) Online-only auctions conducted through the DrouotDigital platform for buyers who prefer to participate remotely without attending the physical saleroom.
- Estimation en Ligne (Online Valuation) Free online valuation service enabling potential consignors to submit photographs and details of objects for expert appraisal and a proposal to sell at auction.
- Ordre d'Achat (Absentee Bids) Service allowing buyers to submit a maximum bid amount in advance for lots they cannot attend in person; constitutes a binding purchase commitment up to the stated limit.
- Enchère Téléphonique (Telephone Bidding) Service enabling remote bidders to participate in the live auction by phone when their lots come up for sale, with a phone operator relaying bids to the auctioneer.
- Paiement en Ligne (Online Payment) Online payment service allowing successful buyers to settle auction winnings through the website using invoice number, amount, name, and email, processed via PCI-DSS certified Ingenico.
- Dépôt d'Avance en Ligne (Online Deposit) Online deposit service enabling buyers to guarantee participation in a future auction by lodging a deposit sum in advance.
- Livres, Manuscrits & Autographes (Books, Manuscripts & Autographs Auction Department) Specialized auction department handling books, manuscripts, and autographs, including rare first editions, literary collections, and items such as the Gustave Flaubert manuscript 'Par les champs et les grèves'.
- Bijoux & Horlogerie (Jewelry & Watches Auction Department) Specialized auction department handling jewelry, watches, diamonds, colored stones, and signed pieces from luxury maisons, with recent sessions featuring ~90 lots per sale.
- Luxe & Haute Couture (Luxury & Haute Couture Auction Department) Specialized auction department for luxury goods and haute couture fashion items, including signed pieces from leading fashion houses.
- Automobiles de Collection (Collectible Automobiles Auction Department) Specialized auction department handling vintage and collectible automobiles (Old & Young Timer categories).
- Tableaux & Objets d'Art (Paintings & Art Objects Auction Department) Specialized auction department handling paintings, furniture, decorative arts, and art objects including Baroque Italian commodes, Bernard Buffet paintings, and Egyptian antiquities.
Quantifiable outcome
- Multiple auction results exceeding €500,000 for single lots
- +1 more outcomes
Companies that use Pierre Bergé & associés
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Pierre Bergé & associés technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Pierre Bergé & associés partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Millon Auction Group (MAG)coreMillon Auction Group, a century-old auction house (celebrating 100 years in 2028) led by Alexandre Millon as president, announced the acquisition of the Pierre Bergé & Associés study (auction house). This represents a significant consolidation in the French auction market.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Pierre Bergé & associés competitors and assessment
Company assessmentDirect peers
- Artcurial: Paris-based French auction house with closely overlapping specialty in jewelry, watches, luxury fashion, fine art, and collector automobiles. Operates from similar Drouot-adjacent venues and targets the same HNW French consignor base, making it the closest direct competitor.
- PIASA: French auction house specializing in modern and contemporary art, design, and luxury collectibles. Operates from Paris and competes with PBA for European consignments in adjacent specialty categories.
- Aguttes: Independently owned French auction house with specialty in jewelry, watches, modern art, and collector automobiles. Comparable size and French/European consignor base, increasingly competing online through the Drouot Digital platform.
- Tajan: French auction house operating in luxury and fine art categories including jewelry and collectibles. Comparable boutique scale and Paris/Drouot venue footprint, targeting similar French HNW collectors and estates.
- Cornette de Saint-Cyr: Paris-based auction house with overlapping specialty in modern art, jewelry, and luxury goods. Comparable size and Drouot saleroom operations, competing for the same French mid-to-high-end consignments.
Broad incumbents
- Bonhams: International auction house with comparable specialty in jewelry, watches, books/manuscripts, and collector automobiles. Competes for mid-to-high-value consignments and online bidders in the European market where PBA operates.
- Sotheby's: Global auction house operating in the same luxury verticals as PBA — jewelry, watches, books/manuscripts, fine art, and collectible automobiles. Direct competition for trophy-lot consignments from French and European estates, with deeper international buyer databases.
- Christie's: Global luxury auction house competing with PBA for high-end jewelry, watches, manuscripts, and fine art consignments. Comparable in product categories (jewelry, books, art, luxury) but vastly larger in geographic reach, marketing budget, and consignor relationships.
Others
- Millon Auction Group: French auction house that acquired Pierre Bergé & Associés in April 2026, becoming its parent. Operates in adjacent luxury categories and now shares resources, with PBA functioning as a specialty subsidiary within MAG's broader portfolio.
- Drouot (Groupe Drouot): Operator of the Drouot salerooms and Drouot Digital online bidding platform where PBA conducts live and online auctions. Functions as both a venue/infrastructure provider and a quasi-regulator of French voluntary auctions, making it a critical ecosystem partner rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pierre Bergé & associés social profiles
Digital presencePierre Bergé & associés compliance and trust
Trust signalCompliance2 records
Pierre Bergé & associés financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pierre Bergé & associés leadership team
Management profileNumber of profiles
Profiles3 records
Pierre Bergé & associés funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pierre Bergé & associés 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 Pierre Bergé & associés
What does Pierre Bergé & associés do?
Pierre Bergé & Associés operates as a French voluntary public auction house (opérateur de ventes volontaires) conducting catalogued auctions of jewelry, watches, books, manuscripts, autographs, luxury and haute couture, collectible automobiles, and paintings and art objects. Sales take place as live in-person auctions at Drouot-Richelieu and Drouot-Montmartre in Paris and at the Salle des Beaux-Arts in Brussels, with parallel online participation via the Drouot Digital platform. Complementary services include free online valuation requests, paid expert appraisals, absentee and telephone bidding, and estate liquidation.
Is Pierre Bergé & associés a public or private company?
Pierre Bergé & associés is a private company. It is classified as corporate owned and is currently acquired.
When was Pierre Bergé & associés founded?
Pierre Bergé & associés was founded in 2003. It employs 1 to 10 people.
Where is Pierre Bergé & associés based?
Pierre Bergé & associés is headquartered in Paris, France, in the Europe region.
How does Pierre Bergé & associés make money?
One revenue line is on record: auction commissions.
Who are Pierre Bergé & associés's main competitors?
Direct peers on record are Artcurial, PIASA, Aguttes, Tajan and Cornette de Saint-Cyr. Broad incumbents are Bonhams, Sotheby's and Christie's. Others are Millon Auction Group and Drouot (Groupe Drouot).
Does Pierre Bergé & associés have an API?
No public API is recorded for Pierre Bergé & associés.
What industry is Pierre Bergé & associés in?
Pierre Bergé & associés's product category is Auction Services. Its primary akta.pro industry code is CRAKAKAF, Auction Houses (Luxury Watches & Jewelry), with a secondary code of CRAKAKAJ, Estate Jewelry & Collection Liquidation Services. Its NAICS code is 45992 and its SIC code is 5944.