Diversify your portfolio with High Street Auction Co

The High Street Auction Co, up until now a market leader in the property space, has pivoted with the launch of classic car and collectibles divisions and the hosting of South Africa’s first ever joint auction of precious items such as artworks, timepieces, wines, spirits, heritage diamonds and classic automobiles at the end of May.

Director Lance Chalwin-Milton says this premier event, which will be hosted simultaneously over two days in Joburg and Cape Town, also opens the way for global sellers and bidders to access new markets.

“We expect to have buyers from all over the world phoning in for a rare watch or classic car. The beauty and strength of our online bidding app is that it works seamlessly no matter who and where the auctioneer is. We are creating a global market, rather than just a market of the people sitting in the room or immediately around us in South Africa,” he says.

A coveted original artwork, titled Iris, by world-renowned South African artist William Kentridge, will now be within the reach of global collectors who may have attended exhibitions as far and wide as London, Paris, New York, Venice and Abu Dhabi.

Save haven investments

Chalwin-Milton says the High Street Auction Co’s decision to take a leaf out of its already successful and respected real estate book and extend its auction offering to cars and collectibles follows an international trend that has seen investors navigate turbulent economic times by not only reverting to traditionally safe investment havens such as gold but also embracing collectibles which provide precious stores of value during turbulent times.

According to the Deloitte/Credit Suisse Research Institute Collectible Report 2022, collectibles are now an integral part of wealth accumulation following the macroeconomic shifts that have reshaped markets and monetary systems post the pandemic. Trump’s tariff tsunami continues to deliver aftershocks across the global economic landscape.

The value, according to the report, is that collectibles are usually countercyclical, strong when conventional markets are weak, offering good returns that do not rely on political sentiment. Prices are based on scarcity and societal value.

According to Grand View Research, the collectibles market alone was valued at $294.23bn in 2023 and is expected to grow at 5.5% year on year until 2030, creating a robust market that is not confined by geographical boundaries.

Chalwin-Milton says the high-net-worth investors who are on the property investment trail and already attend High Street’s auctions also potentially have broader investment portfolios that could include luxury goods. Hence, the future vision is for The High Street Auction Co to include everything from vehicle fleets to luxury investments such as heritage diamonds, metals and more. In short, it will be positioned as a conduit for creative investment.

At the same time, the company has been rebranded to reflect both the brand’s legacy and its future. “This new growth phase entails retaining our premium positioning in the property space but adding a more modern feel. This is an exciting space for us. We are actively targeting new revenue streams and clients as many investors have developed a fresh appetite to consider everything from fine art and collectible time pieces to wines, spirits or even classic automobiles,” he points out.

A new chapter

Against this background, 100% Black-owned and -managed mobility, energy, leisure and gaming group Afrirent Holdings secured a majority shareholding in the High Street Auction Co in October 2024 as part of its diversification and expansion strategy. It is now expected to play a pivotal role in the auction house’s new business chapter.

Thenjiwe Tsabedze, CEO of Afrirent Holdings, a diversified group with interests in fleet management, logistics, renewable energy, hospitality and gaming, describes the High Street investment as a strategic acquisition and part of Afrirent’s long-term strategy to diversify into the broader African economy.

“People on the African continent appreciate luxury items and to leverage this trend, the luxury items auction will be the first of its kind in Africa. In addition to reselling classic cars and time pieces, people will be able to purchase exquisite and exclusive diamond jewellery, collectible whisky and wine, all through our auction house,” she says.

Collaborations with other partners that add significant expertise to the auction process are expected to add even more to the authenticity and value of the overall auction experience.

Topwatch managing director, Johan Dreyer expects the collectors’ pieces they have on offer to create a lot of interest: “Topwatch is proud to support High Street Auctions as they bring world-class luxury auctions to local soil. It’s exciting to see a top-tier auction house enter this space – a long-awaited move that places South Africa on the global luxury stage.”

Liquor City regional manager, corporate, Norbert Martins, says his company is also excited by this first, one-of-a-kind event: “We pride ourselves in partnering with High Street to present items that are scarce and collectible and not easily accessible. An auction of this calibre, with the selection of different categories available to South African consumers, is a first and we believe it’s a great opportunity for collectors to find items they might not be able to otherwise.”