LONDON.- AstaGuru, the global digital auction house, has announced its official launch into the United Kingdom. This expansion marks a significant milestone in the brand’s global trajectory, establishing a dedicated presence in London to serve an accelerating base of European collectors and investors.
Since its founding in Mumbai in 2008, AstaGuru has redefined the global auction landscape through its pioneering digital-first model, connecting its regional art and luxury expertise with collectors worldwide. Over the years, the auction house has expanded its portfolio beyond Indian modern and contemporary art to include fine jewellery, watches, luxury collectibles, miniature paintings, and rare books. Already holding over 40% market share among Indian auction houses, its move into the UK market reflects growing international demand for premium art and collectibles, particularly among a new generation of digitally native collectors.
The expansion will formalise with AstaGuru’s first UK auction event, scheduled to close on 27th of May 2026. This landmark sale will showcase the house’s expertise in Fine Watches, featuring high-complication timepieces from iconic watchmakers, with more details to be announced in April.
"London has always been at the heart of the global art and luxury market," says Manoj Mansukhani, Director of Marketing at AstaGuru. "With a permanent presence here, we are bringing a single, digital-first platform that connects global collectors with exceptional art and luxury. Our clients in the UK and beyond now have local support to engage with curated auctions with transparency and accessibility."
AstaGuru’s native online efficiencies offer a highly competitive financial model designed to deliver clear value and trust for new and seasoned collectors. To bring this successful model to the UK, the auction house has appointed seasoned auction experts, including Laryssa Jesse as Managing Director, UK, and Tim Bourne as International Director, Global Head of Watches. With further appointments expected in the coming months, the new UK leadership will ensure deep authority and vetted provenance for every lot.
"AstaGuru’s arrival in London marks a pivotal moment for the European art and luxury market," says Laryssa Jesse, Managing Director. "By leveraging our expertise across art, jewellery, watches, and luxury collectibles on a native, digital-first platform, we are making high-value collecting more accessible and transparent for a new generation of global collectors who value data-driven insights, curated excellence, and a seamless client experience."
“With over 25 years in the watch market, I’m thrilled to bring my expertise to the UK through AstaGuru’s digital-first platform," says Tim Bourne, International Director and Global Head of Watches. "This May auction is just the start of connecting collectors worldwide with exceptional watches, art, and luxury collectibles. The market is evolving rapidly, and our platform makes it easier than ever for collectors, whether seasoned or emerging, to participate.”
AstaGuru’s platform is built for the modern collector, utilising data-driven insights to guide curation and engagement. UK users can participate in high-stakes auctions in real-time, backed by comprehensive digital catalogues and expert consultations. To celebrate the launch, AstaGuru will host a series of private viewings and educational seminars in London throughout the spring, aimed at both seasoned connoisseurs and new investors looking to diversify their portfolios.
