What's Happening?
Graeme Hunt, a London-based classic car dealer since 2001, has launched a new online auction platform called Hunt & Hammer. This platform introduces a 'Private Market' concept where bidders can only see their own standing (first, second, third) but not
the identities or amounts of other bids. This sealed-bid approach aims to combine the discreet price discovery of traditional dealer trade with the time-limited competition of an auction. William Hunt, Graeme Hunt's son, who has prior experience with Silverstone Auctions and Classic Car Auctions, joined the business in 2020 and is involved in this new venture. The platform currently lists 24 cars, with guide prices ranging from £4,000 to £245,000, and operates on a 'BETA v.1.2' version as of October 28, 2026.
Why It's Important?
The launch of Hunt & Hammer signifies an evolution in the classic car market, offering an alternative to traditional open-bid auctions. This model could be particularly appealing to sellers of high-value cars who wish to avoid the potential negative impact of a publicly failed auction. By keeping bids confidential, the platform aims to protect the market value of vehicles. For buyers, it necessitates a more independent valuation process, as they cannot gauge the market's interest through visible competing bids. The buyer's fee is set at 2.5% of the hammer price, with a minimum of £500, plus 20% UK VAT on the fee, which is notably lower than the double-digit premiums often seen in major auction houses. This competitive fee structure could attract a new segment of buyers and sellers to the online classic car market.
What's Next?
Hunt & Hammer plans to review bids and contact the leading bidder within one working day after the close of an auction. Funds will be settled through Hunt & Hammer, and the V5C (vehicle registration document) will be lodged there before release. The platform also offers options for collection in London or from the seller, covered delivery at cost, and export with documentation. While a public auction platform with open bidding and published results has been announced, no specific launch date has been provided. The success of Hunt & Hammer will depend on its ability to attract a sufficient volume of high-quality consignments and build trust among both buyers and sellers in this novel auction format. Verifiable sales figures and transaction experiences will be crucial for its long-term viability.
Beyond the Headlines
The 'Private Market' model introduced by Hunt & Hammer reflects a broader trend in luxury and niche markets towards more discreet and controlled transaction environments. This approach addresses concerns about privacy and market perception, which are particularly relevant for high-value assets like classic cars. The platform's emphasis on detailed descriptions, UK MOT history, and viewing appointments before bidding highlights the importance of transparency and due diligence, even within a confidential bidding system. The integration of digital platforms with traditional dealer expertise, as seen with Graeme and William Hunt, suggests a hybrid future for the classic car trade, blending online accessibility with established industry knowledge and customer service. This could set a precedent for other high-value asset markets seeking to balance discretion with efficient transaction processes.
