Broad Arrow's Paris Gambit: A New Titan Enters Europe's Auction Arena

BICESTER, UK – June 16, 2026 – Broad Arrow Auctions, the rapidly expanding auction house driven by enthusiast brand Hagerty, today announced a significant strategic escalation of its European operations: an inaugural Paris auction to be held during the prestigious Rétromobile Week in February 2027. The move, centered on a partnership with the ultra-luxe Peninsula Paris hotel, is far more than an addition to the calendar. It is a calculated entry into one of the most competitive and lucrative territories in the global collector car market, signaling a direct challenge to the established order.

The announcement confirms the auction will take place on Wednesday, February 3, 2027, positioning it squarely in the whirlwind of activity that defines the start of the European classic car season. While the press release highlights the glamour of the venue and the promise of a “highly curated and limited” catalog, the underlying story is one of meticulous strategy and aggressive growth from a company that has, in just a few short years, redefined the pace of expansion in the industry.

A Calculated European Conquest

To understand the significance of the Paris move, one must look at Broad Arrow's recent track record. Since its founding in 2021, the company has executed a textbook European market entry, moving from newcomer to formidable player with remarkable speed. This is not a speculative venture; it is the next logical step in a campaign built on proven results.

The company's European beachhead was established in May 2025 with its inaugural auction at the Concorso d'Eleganza Villa d'Este. That first sale generated an impressive €31 million. Just one year later, in May 2026, the same event saw sales climb to €40.8 million with a robust 87% sell-through rate, attracting bidders from 31 countries. Joe Twyman, VP of Sales for the EMEA Region, noted at the time a “more than 70 percent growth in bidder registration over the 2025 sale,” a quantifiable measure of the company’s burgeoning brand power.

This success was not isolated. In a whirlwind 2025, Broad Arrow launched two other major European sales: the Zoute Concours Auction in Belgium (€26.29 million) and The Zürich Auction in Switzerland (over €22 million). These events weren't just successful; they were instrumental in building a network, proving the company’s operational model, and gathering market intelligence. In 2025 alone, Broad Arrow welcomed over 1,000 new registered bidders in Europe. Overall, the company's total transaction value across all divisions soared to $624 million in 2025, a stunning 97% growth over the previous year. This is the data-backed momentum propelling the company toward the heart of the European auction scene.

The Battle for Paris

Entering the Paris market during Rétromobile Week is akin to opening a luxury boutique on the Place Vendôme—it’s a statement of intent, but it comes with intense competition. The week is the traditional stomping ground for global auction titans like Artcurial, Bonhams, and RM Sotheby's, houses that have commanded the Parisian stage for years, securing record-breaking consignments and loyal clientele. Broad Arrow is not entering a vacuum; it is stepping into a crowded arena.

However, evidence suggests this is a premeditated assault. The company has already been testing the Parisian waters. During Rétromobile Week in January 2026, Broad Arrow cleverly opted for a high-profile preview event rather than a full-blown auction. By showcasing highlights from its online sales and upcoming Villa d’Este auction at the iconic Roland-Garros Stadium, it generated buzz and cultivated relationships without the risk of a debut sale. This “soft launch” allowed the team to gauge collector sentiment, build brand awareness, and signal their future intentions to the market.

“Breaking into the Paris Rétromobile scene is notoriously difficult,” commented one European market analyst. “The existing players have deep roots. But Broad Arrow’s approach is different. They’ve built a foundation of success elsewhere in Europe first, proven their model, and are now entering Paris from a position of strength, not aspiration.”

The Power of Partnership and Prestige

The choice of The Peninsula Paris as the venue is a cornerstone of this strategy. This is not merely a logistical decision; it's a powerful brand alignment. The Peninsula Hotels group is deeply embedded in the collector car world, most notably through its prestigious “The Peninsula Classics Best of the Best Award” and as the host of “The Quail, A Motorsports Gathering,” for which Broad Arrow is already the official auction partner. This existing relationship provides a seamless extension of a proven, successful partnership.

By aligning with The Peninsula, Broad Arrow instantly taps into a global network of high-net-worth individuals who view collector cars as an integral part of a luxury lifestyle. The venue itself, a stone’s throw from the Arc de Triomphe, provides an atmosphere of exclusivity and elegance that complements the high-end, curated consignments the company seeks. As Joe Twyman stated, “The Peninsula Paris is a world-class destination for what will surely be one of the premier European collector car auctions in 2027.”

This focus on a premium experience is echoed by Karsten Le Blanc, SVP and Head of Broad Arrow’s EMEA Region, who noted the catalogue will be “highly curated and limited for what will be a truly exclusive sale.” This approach aims to attract consignors and bidders who prioritize quality over quantity, a strategy that can effectively differentiate a new sale in a crowded week.

Hagerty's Integrated Ecosystem at Play

Zooming out, the Paris auction is a critical piece in the larger strategic puzzle being assembled by Broad Arrow’s parent company, Hagerty (NYSE: HGTY). Hagerty’s stated mission is to build a comprehensive, integrated ecosystem for automotive enthusiasts. This ecosystem encompasses insurance, media (Hagerty Media), a drivers club (Hagerty Drivers Club), and live events, with auctions serving as a high-visibility, high-value transactional hub.

Each new auction, especially one in a key market like Paris, strengthens this ecosystem. It provides Hagerty with another platform to engage its members, create compelling media content, and offer value-added services. It feeds a flywheel where insurance clients become auction bidders, media subscribers attend events, and event attendees become members. This integrated model provides Broad Arrow with a formidable competitive advantage, leveraging a massive, pre-existing database of qualified enthusiasts that standalone auction houses must build from scratch.

The timing also aligns with favorable market tailwinds. Despite broader economic uncertainties, the market for blue-chip classics and modern hypercars has remained remarkably resilient. Broad Arrow’s own results show strong, global demand for top-tier vehicles, with bidders participating from dozens of countries. By establishing a foothold in Paris, the company is positioning itself to capture a larger share of this robust international demand, further fueling Hagerty’s growth and solidifying its status as a dominant force in the global car culture landscape.