By Virgil Benyayer
The documentary “L’affaire Caravage”, broadcast on Arte, looks back at the sale of the painting Judith and Holofernes, discovered in Toulouse and attributed – perhaps – to the Italian painter Caravaggio.
Shot like a thriller, it plunges behind the scenes of an art market as fascinating as it is irrational.
The first step was to determine whether the painting was in fact by Caravaggio or by another painter.
A crucial issue, since this expertise directly determines the work’s market value.
The auctioneer implements a bold sales tactic, hoping to see bids rise from the starting price of 30 million euros to 120 million euros.
His choices include:
last-minute cleaning of the painting,
the creation of a premium file proving the authenticity of the work,
an international exhibition in New York at Adam Williams Fine Art, to attract buyers and museums,
and the atypical choice of the Toulouse auction house, rather than the big London houses Sotheby’s or Christie’s.
A risky gamble with an unexpected outcome…
As Publilius Syrus wrote:
“Things are only as valuable as the price the buyer is willing to pay for them.
This maxim perfectly illustrates how the art market works, where passion, reputation and rarity often take precedence over purely rational criteria.
If the sale of a painting attributed to Caravaggio is exceptional, it also inspires more “classic” sales. Here are a few key questions to ask yourself:
How do you determine your standard price before negotiation?
How do you ensure upstream promotion (advertising, showcasing, storytelling)?
Which sales channels to choose (online, boutiques, trade shows, events)?
How can you prove the added value of your offer (diagnostics, labels, certifications)?
These reflections, drawn from the art market, apply just as much to commercial sales as to marketing strategy.
How do you define the value of your offers, and what tactics do you use to convince your buyers?
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