Morton Subastas, S.a. De C.v.

What Morton Subastas, S.a. De C.v. does

Morton Subastas, S.A. de C.V. is a Mexico City-based auction house founded in 1988 that operates scheduled live and online public auctions across six specialized departments: Antiques & Books, Modern & Contemporary Art, Jewelry & Watches, Saturday Auctions, Wines, and Cars & Trucks. The company runs weekly Saturday auctions from its flagship auction room at Monte Athos 179 in Lomas de Chapultepec, supplemented by seasonal and themed special auctions (e.g., summer auctions, online-only wine and spirits auctions, ancient and contemporary books auctions). Auctions are open to the public without invitation, and the company supports four participation channels — in-person paddle bidding, telephone bidding, absentee bidding (managed by a dedicated department), and online bidding through a proprietary live auction platform (live.mortonsubastas.com) and dedicated iOS and Android mobile apps. The online platform is integrated with the Bidsquare third-party marketplace for broader digital reach, and the company operates a customer portal (Mi Morton) for registered users to manage auction activity.

The underlying technology stack centers on a real-time online bidding platform with live audio/video streaming, complemented by native mobile applications, an absentee bidding management system, and syndication through Bidsquare. Marketing and customer acquisition run through the company website, Instagram, digital catalogs hosted on Issuu, and email newsletters, with educational content on auction items published to drive top-of-funnel interest. The company also maintains a separate automotive auction sub-brand (mortonautosycamiones.com) for fleet, classic, and used-vehicle transactions.

Morton Subastas generates revenue primarily through a buyer's premium of 25% + IVA on winning bids for most auctions (with a preferential 15% + IVA rate on wines and spirits), plus catalog and subscription sales and seller-side services such as free professional valuation. It serves a primarily B2C collector base (art, antique, jewelry, watch, book, and wine collectors) alongside B2B buyers such as wine retailers/restaurants and automotive fleet operators, while accepting consignments from individuals and estates looking to liquidate valuable collections. Pricing is denominated in Mexican Pesos with security deposits (MXN $5,000 for Saturday auctions; MXN $20,000 for wines/spirits) collected via PayPal and credit cards, and the company maintains offices in Lomas de Chapultepec and on Constituyentes in Mexico City.

Name

Morton Subastas, S.a. De C.v.

Legal name

Morton Subastas, S.A. de C.V.

Website

https://mortonsubastas.com

Company type

Private

Founded year

1988

Operating status

Operating

Short description

Morton Subastas is a Mexico City auction house, founded in 1988, that runs weekly live and online public auctions of art, antiques, jewelry, watches, books, wines, and vehicles through in-person, telephone, absentee, and proprietary digital bidding channels.

Ownership category

akta.pro rank

Product category

Auction House Services

NAICS

Used Merchandise Retailers (459510)

SIC

Wholesale-Misc Durable Goods (5090), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)

akta.pro secondary industry

Auction-based Generalist Marketplaces (CRAFAAAC)

Keywords

• Auction house services
• Art and antiques auctions
• Jewelry and watches auctions
• Wine and spirits auctions
• Online live bidding

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Buyer's Premium (Commission): Morton Subastas charges buyers a commission (buyer's premium) on winning bids. The standard commission is 25% + IVA for most auctions, with a preferential rate of 15% + IVA for wines and spirits auctions. This is the primary revenue stream for the auction house.
2. Catalog Sales and Subscriptions: The company sells auction catalogs and subscriptions, providing detailed descriptions and photographs of auction lots to interested buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Morton Subastas operates a Mexican auction house conducting weekly Saturday live auctions and themed special events across six departments: Antiques and Books, Modern and Contemporary Art, Jewelry and Watches, Wines, Cars and Trucks, and a general Saturday auction. Customers participate in-person at the Monte Athos auction room in Mexico City, by telephone, via the proprietary online bidding platform (live.mortonsubastas.com), through absentee bids, or via the Bidsquare marketplace, paying a buyer's premium of 25% + IVA (15% + IVA for wines).

Product overview

Morton Subastas is a Mexican auction house operating as a multi-department platform for public auctions of antiques, art, jewelry, watches, wines, books, and vehicles. The company offers multiple participation channels including in-person auctions at their Monte Athos location, telephone bidding, absentee bidding, and a proprietary online platform (Morton en Línea) powered by Bidsquare technology. Their product portfolio is organized into six specialized auction departments: Antigüedades y Libros (Antiques and Books), Arte Moderno y Contemporáneo (Modern and Contemporary Art), Joyería y Relojes (Jewelry and Watches), Subasta de los Sábados (Saturday Auction), Vinos (Wines), and Autos y Camiones (Cars and Trucks). Additional services include the Mi Morton customer portal and timed online auction events such as the Subasta de Libros Antiguos y Contemporáneos and Subasta en Línea de Vinos y Destilados.

Differentiator

Problem solved

Functional benefit

Products and services

• Antigüedades y Libros (Antiques and Books) Auction department focused on antiques and books, featuring pieces selected by specialists who research the history and value of each lot, targeting collectors and culture enthusiasts.
• Arte Moderno y Contemporáneo (Modern and Contemporary Art) Auction department featuring vibrant and avant-garde works by established and emerging artists, capturing contemporary creative trends.
• Joyería y Relojes (Jewelry and Watches) Auction department for high-end jewelry and watches combining timeless design and craftsmanship, with lots positioned as exclusive, elegant, and lasting investment pieces.
• Subasta de los Sábados (Saturday Auction) Weekly Saturday auction offering an agile experience for discovering unique pieces, open to both new bidders and experienced collectors.
• Vinos (Wines) Auction department featuring exceptional bottles from prestigious wine regions, carefully preserved, targeted at collectors and enthusiasts.
• Autos y Camiones (Cars and Trucks) Auction department offering companies and individuals an agile, transparent, and profitable way to sell and buy fleets, classic and collector cars, and used vehicles.
• Subasta en Línea de Vinos y Destilados (Online Wines and Spirits Auction) Timed online auction featuring over 2,800 bottles and more than 100 labels of wines, spirits, and distilled beverages with starting prices up to 60% below market value.
• Subasta de Libros Antiguos y Contemporáneos (Ancient and Contemporary Books Auction) Timed online auction featuring a wide selection of ancient and contemporary books, including a special section from the Personal Library of Ing. Lorenzo H. Zambrano Treviño.
• Ofertas en Ausencia (Absentee Bidding) Service allowing bidders to submit maximum bid amounts in advance, with Morton representatives executing bids on their behalf during the auction.
• Morton en Línea (Online Platform) Live and timed online auction platform enabling remote participation via video/audio streaming, real-time bidding, and catalog browsing, with iOS and Android mobile apps.
• Mi Morton Customer portal platform for registered users to manage their auction activities, track lots, and participate in auctions.

Quantifiable outcome

• Starting prices up to 60% below market value for wines and spirits

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• BidsquarecoreTechnology or IntegrationBidsquare is a third-party online auction marketplace that hosts Morton Subastas auctions, providing additional online visibility and enabling bidding through their platform. This partnership extends Morton Subastas' reach to a broader audience of online auction participants. The integration allows Morton Subastas listings to appear on Bidsquare's marketplace alongside other auction houses.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Bonhams: International auction house with multiple departments spanning art, jewelry, watches, motoring, and collectibles. Closely comparable to Morton's six-department structure (including the Cars & Trucks department) and live-plus-online bidding model.
• Christie's: Global tier-1 auction house with deep presence across fine art, jewelry, watches, and luxury goods via live salerooms and online platforms (Christie's Live). Direct comparable to Morton's multi-department auction model, operating at a much larger scale and with broader geographic footprint.
• Phillips Auctioneers: Global auction house focused on contemporary art, jewelry, watches, and design. Comparable to Morton in the modern/contemporary art and jewelry & watches departments, though Phillips operates primarily in tier-1 international salerooms (New York, London, Hong Kong).
• Sotheby's: Global tier-1 auction house operating live and online auctions across art, jewelry, watches, and luxury collectibles. Comparable to Morton as a multi-department auctioneer, but at vastly greater international scale and brand prestige; serves as the global benchmark for the category.

Direct peers

• Heritage Auctions: Large US-headquartered auction house operating live and online auctions across art, jewelry, wine, books, and collectibles. Highly comparable business model to Morton, particularly as a leader in timed-online auctions — a format Morton is expanding into through its wines, spirits, and books departments.
• Doyle New York: US auction house operating across fine art, jewelry, watches, and decorative arts through live and online auctions. Comparable in departmental structure and live-plus-online hybrid model to Morton's Mexican operations.
• Hindman (formerly Leslie Hindman Auctioneers): US-based multi-department auction house covering fine art, jewelry, watches, and luxury goods via live salerooms and online bidding. Direct comparable in departmental breadth and mid-market positioning to Morton.
• Skinner Auctioneers: US regional auction house running live and online sales of fine art, jewelry, watches, and antiques. Closely comparable mid-sized multi-department auctioneer with online bidding; serves as a useful benchmark for how US regional houses operate Morton's model.

Others

• Bidsquare: Online auction aggregator and marketplace that hosts Morton's auctions and powers its live online bidding technology. Comparable as a participant in the online auction ecosystem; acts as both a partner and a structural peer in digital auction distribution.

Regional players

• Lote Bravo: Mexican auction house offering online auctions of art, antiques, jewelry, and collectibles within Mexico. The most direct regional peer to Morton Subastas within the Mexican market, competing for the same local consignor and bidder base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/reel/Da5mV1LFUXt
• LinkedInlinkedin.com/company/mortonsubastas

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morton Subastas, S.a. De C.v.