How to Sell at Auction: A Simple Guide for First-Time Consignors
Published by V&P Auctioneers | Epsom, Surrey | 2026
Category: Selling | Reading time: 4 minutes
Thinking about selling a watch, piece of jewellery, or a family heirloom? Auction is often the best route — but if you've never done it before, it can feel a bit daunting.
It doesn't need to be. At V&P Auctioneers we guide first-time sellers through the whole process. This article explains exactly what happens, step by step, so you know what to expect before you pick up the phone.
"Selling at auction means your item is placed in front of hundreds of active buyers — giving you the best chance of achieving its true market value."
Why sell at auction?
Many people assume auction is only for high-value antiques or rare collectables. That's not true. We regularly sell items worth a few hundred pounds alongside lots that achieve several thousand.
The key advantage of auction is competition. When multiple buyers want the same item, they bid against each other — and prices rise. You can't get that from a private sale or a quick online listing.
We specialise in:
- Luxury and vintage watches — Rolex, Omega, Cartier, Breitling, Patek Philippe and more
- Fine jewellery — diamonds, gold, silver, estate pieces
- Antique and vintage silver
- Handbags — Hermès, Chanel, Louis Vuitton
- Classic and vintage cars
- Art, antiques and collectables
Recent lots: prestige watches, fine jewellery and antique silver — all sold at V&P Auctioneers, Epsom.
Step 1 — Get a free valuation
The first step is finding out what your item is worth. This is completely free and there's no obligation to sell.
You have two options:
- Visit us in store — bring your item to 3 High Street, Epsom, KT19 8DA. Our team will assess it in person. No appointment needed during opening hours.
- Send photos — email clear photos to us and we'll come back to you with an estimate. Good photos mean good valuations — try to capture the front, back, any hallmarks, and serial numbers where visible.
Our team is led by John Freeze, who has been buying and selling luxury watches and jewellery for many years and is known for his appearances on Million Pound Pawn and Bling. You're in experienced hands.
Step 2. We agree a reserve price
Once we've assessed your item, we'll recommend a guide price and a reserve price. The reserve is the minimum amount below which we will not sell your item — so you're protected. We'll always agree this with you before the auction goes live.
Step 3. We handle everything — photography, cataloguing, marketing
Once you've agreed to consign, we take care of all the work. We photograph the item professionally, write the catalogue description, and publish it to our website at vpauctioneers.co.uk where online bidders from across the UK and internationally can register to bid.
Every lot is checked as part of our due diligence process:
- All watches are verified against the Watch Register before sale
- All jewellery and silver lots are checked against the Art Loss Register before sale
This protects buyers — and it protects you as a seller too. It means your lot is sold with full confidence on both sides.
Step 4. The auction
Our live auctions are held at Epsom Club, 41-43 Church Street, Epsom, KT17 4PW. Bidding is open in the room and online simultaneously — so your item reaches the widest possible audience. You're welcome to attend, but you don't have to. We'll keep you updated.
Step 5. You receive payment
Once the hammer falls and the buyer completes their purchase, you receive your payment. We deduct our commission from the hammer price — you receive the remainder. Payment is typically made within 7 days of the auction closing.
What are the fees?
We charge a seller's commission — a percentage of the hammer price. This covers everything: valuation, photography, cataloguing, marketing, and sale management.
There are no upfront fees. If your item doesn't sell, you pay nothing.
Contact us for our current commission rates — we're happy to discuss them before you commit to anything.
What sells well at V&P auctions?
Our strongest categories are:
- Rolex, Omega, and Cartier watches — especially vintage and boxed-with-papers examples
- Diamond jewellery — rings, pendants, earrings
- Antique gold — Victorian and Edwardian pieces
- Antique silver — candlesticks, tea services, flatware
- Hermès Birkin and Kelly bags
- Signed artwork and limited edition prints
Two recent watch lots — competition between bidders drives prices higher than private sale.
Not sure if your item is right for auction? Bring it in — we'll tell you honestly whether auction is the best route for you, or whether a different approach might work better.
"No sale, no fee. If your item doesn't reach its reserve, you pay nothing."
Tips for a successful consignment
- Find any original box, papers, or receipts — they add value, especially for watches
- Don't clean or polish items before bringing them — patina and original condition matter to collectors
- The more information you can give us about provenance and history, the better
- Set a realistic reserve — a reserve that's too high can prevent a sale entirely
- Trust the process — auction prices are driven by market demand on the day
Ready to sell? Get in touch today
Our team is based at 3 High Street, Epsom, Surrey, KT19 8DA. We're open Monday to Saturday, 10am to 4:30pm.
Phone: 01372 738 054
Website: vpauctioneers.co.uk
In-store valuations: No appointment needed
Whether you have a single watch or an entire estate to clear, we're here to help. Come in and have a chat — there's never any pressure to sell.
