How to Sell a Watch or Artwork This Autumn: From Saved Asset to Cash

A watch in a drawer and a painting on the wall can both hold real value. However, you cannot pay a bill with either of them. If you want to sell a watch or sell artwork in Switzerland this autumn, the first question is simple: how do I turn what I own into cash, and what do I need to do first?

The short answer: a saved asset is not yet a sale. Add photos, proof of ownership and your identity check, then submit the asset for review. This note explains why the timing matters now, what to prepare, and what happens next.

Why are owners thinking about selling this autumn?

October and November are the busiest weeks of the year for art and watch sales.

In London, Frieze London and Frieze Masters run from 14 to 18 October 2026 in Regent's Park. Frieze London alone brings 172 galleries from 42 countries and regions. [1]

In addition, the Geneva watch auctions follow in early November. Phillips holds The Geneva Watch Auction: XXIV on 7 and 8 November, Sotheby's holds Important Watches on 8 November, and Christie's holds Rare Watches on 9 November. [2] [3] Phillips' public previews at the Hotel President Wilson open on 4 November. [4]

Furthermore, the demand signal is positive. Swiss watch exports rose 9.1% in August 2026 to 1,789.2 million Swiss francs, and the twelve-month average turned positive for the first time in two years, according to the Federation of the Swiss Watch Industry. [5] Export figures are not resale prices. But they show steady interest in Swiss watches.

Can you sell a watch without an auction?

Yes. An auction is one route. A direct sale is another.

An auction can take weeks or months from consignment to payment, and a lot may not sell. Buyers pay a premium on top of the hammer price: Phillips' Geneva guide for watch buyers lists a buyer's premium of 27% of the hammer price up to 1.6 million Swiss francs. [6] In addition, sellers often pay. A standard seller's commission is around 15%, and it can come with marketing, insurance and cataloguing costs. [7]

With FinanceFarm there are no selling fees. If your asset is accepted and you agree to the offer, you receive 100% of the agreed price. Payout follows within 96 hours of the physical inspection and your acceptance.

Want the full comparison? Read our earlier guide: Selling Art or Watches in Switzerland: What Will You Receive? [8]

What did we see from sellers this week?

Many owners create an account and save an asset, then stop.

However, a saved asset only sits in your collection. Nobody reviews it yet. It only moves when you add the missing pieces and submit it. If your account shows your asset as "In collection", one step is still open.

What do you need before you submit?

Three things: photos, proof of ownership and an identity check.

1. Photos. Clear daylight photos of the front and the back. For a watch, add the dial, the case back, the clasp, and the box and papers if you have them. For art, add the signature and the back of the frame.
2. Proof of ownership. A receipt, an invoice, a certificate, an earlier auction record or an inheritance document.
3. Identity check. A short verification in your account. It takes a few minutes.

First, upload your photos and documents. Then submit your asset for review. Until you submit, nothing moves.

What happens after you submit?

• You can request a non-binding offer.
• Two people check every object: our CEO and our Chairman.
• If you accept, you sign the contract and ship the object, insured.
• After the inspection and your acceptance, payout follows within 96 hours.

Which assets does FinanceFarm review?

Fine art, luxury watches and rare collectibles worth 25,000 Swiss francs or more. Meeting the minimum does not mean automatic acceptance. Every asset is reviewed. [8]

What is coming next week?

Finally, on Monday 12 October we start a four-week series for sellers. Week one is about luxury watches: how a watch you no longer wear can become cash, well before the Geneva auctions in November.

Ready to turn your asset into cash?

Already have an account? Open your asset, add what is missing, and submit it. New here? Create your account and add your asset in a few minutes.

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Frequently asked questions

Is a saved asset the same as a submitted asset?

No. A saved asset stays in your collection. It is reviewed only after you add photos, proof of ownership and your identity check, and then submit it.

When are the Geneva watch auctions in 2026?

From 7 to 9 November 2026. Phillips sells on 7 and 8 November, Sotheby's on 8 November and Christie's on 9 November. [2] [3]

Does FinanceFarm charge selling fees?

No. There are no selling fees. You receive 100% of the agreed price. The seller ships the object, insured, and pays for the shipping.

How fast is the payout?

Within 96 hours of the physical inspection and your acceptance.

What is the minimum value?

25,000 Swiss francs. Meeting the minimum does not mean automatic acceptance. [8]

Are Swiss watch exports growing?

Yes, in August 2026. Exports rose 9.1% to 1,789.2 million Swiss francs. [5]

Sources

1. Artlyst, "Frieze Week London: Art Fairs Guide, October 2026", 1 October 2026.
2. Haute Time, "Fall Auction Preview: The Watch Sales Collectors Are Circling in 2026", 20 September 2026.
3. Sotheby's, Important Watches, Geneva, 8 November 2026, auction page.
4. Phillips, Fall 2026 auction season tour and preview dates, 15 September 2026.
5. Federation of the Swiss Watch Industry FH, "Swiss watchmaking in August 2026: Positive momentum in most main markets", September 2026.
6. Phillips, Geneva Guide for Prospective Buyers: Watches.
7. MyArtBroker, "A Guide to Art Auction Fees", updated 6 February 2025.
8. FinanceFarm, "Selling Art or Watches in Switzerland: What Will You Receive?", 18 September 2026.