Luxury Group and Sotheby’s Unveil a Groundbreaking Partnership: “Iconic Pieces. Extraordinary Experiences”

In a historic first for the world of hospitality, Luxury Group, a part of Marriott International, has formed a revolutionary alliance with Sotheby’s, the renowned auction house, under the name “Iconic Pieces. Extraordinary Experiences.” This unprecedented collaboration merges two unparalleled worlds of luxury: high-end accommodation and the auction of precious items, offering travelers and collectors experiences that transcend the ordinary.

Luxury Group, which includes prestigious hotel brands such as The Ritz-Carlton, St. Regis Hotels & Resorts, Bvlgari Hotels & Resorts, and JW Marriott, is set to present one-of-a-kind travel offers to Sotheby’s global clientele. These specially crafted itineraries are inspired by Sotheby’s luxury auctions, showcasing collectible items like jewelry, fashion, watches, and fine spirits. The partnership promises art-inspired itineraries and exceptional experiences, uniting both brands in their mission to redefine luxury for the modern traveler.

“Hospitality is an art form,” says George Hammer, Global Head of Luxury Marketing at Marriott International. “‘Iconic Pieces. Extraordinary Experiences’ blurs the lines between tangible and intangible luxuries, combining world-class travel with collectible treasures to create truly memorable moments.”

The launch of this collaboration will offer customized experiences for Sotheby’s collectors, who will have the opportunity to bid on exclusive itineraries through Sotheby’s Sealed, an online auction platform. Highlights include “Whiskey Reverie” from The Ritz-Carlton and “Alexander McQueen Discovery” from EDITION Hotels, an exploration of the iconic designer’s legacy. These curated experiences are designed to provide a refined blend of craftsmanship, tradition, and modern luxury.

Additionally, the collaboration will feature exclusive masterclasses for VIPs of both brands. The inaugural “Whiskey & Watches” event at The Ritz-Carlton New York, NoMad, will offer an in-depth look at rare American whiskies and a select collection of timepieces. This will be followed by a jewelry masterclass at the newly renovated St. Regis New York, highlighting Sotheby’s Important Jewels auction within the elegance of the hotel’s Presidential Suite.

To complement these events, Luxury Group and Sotheby’s will develop a collaborative content series aimed at inspiring a desire to explore the extraordinary. Through short-form videos, they will showcase the artistic and cultural elements of Luxury Group’s hotels, vibrant art scenes of global destinations, and curated travel recommendations, all available on Sotheby’s platforms.

Eléonore Dethier, Sotheby’s Global Head of Partnerships, expresses her excitement about the partnership: “By combining Sotheby’s expertise in unique collectibles with Luxury Group’s world-class hospitality, we are setting a new benchmark in luxury experiences. This collaboration is a tribute to the intersection of luxury, culture, and hospitality, offering connoisseurs a unique way to engage with Sotheby’s in an immersive manner.”

With this innovative collaboration, Luxury Group and Sotheby’s are redefining luxury, creating unforgettable journeys and offering exclusive access to some of the world’s most coveted treasures.

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