In a decisive move signaling a new era of commercial ambition, the historic London-based auction house Bonhams has announced the appointment of Céline Assimon, a revered veteran of the high-jewelry and luxury retail world, as its new Chief Commercial Officer. The appointment is seen as a strategic masterstroke, positioning Bonhams to aggressively enhance its global market share and redefine the client experience in the competitive world of high-stakes auctions.
Assimon’s arrival at Bonhams is not merely a personnel change; it is a statement of intent. She steps into this pivotal role with an illustrious career forged at the very pinnacle of the luxury goods sector. Most recently, she held the dual-CEO position at De Beers, simultaneously commanding both its retail arm, De Beers Jewellers, and its globally recognized diamond brand, Forevermark. Her stewardship from 2020 until early this year saw her navigate the legendary diamond house through a complex global market, sharpening its brand identity and retail strategy.
Her resume reads like a who’s who of luxury excellence. Prior to her tenure at De Beers, Assimon was the CEO of the audacious Swiss jewelry chain de Grisogono, known for its bold designs and celebrity following. Before that, she honed her expertise at Piaget, one of the world’s most prestigious watchmakers and jewelers, where she served as the International Director of High Jewellery and Exceptional Pieces. This role placed her at the intersection of extraordinary craftsmanship, priceless materials, and the exclusive world of ultra-high-net-worth collectors—a background that aligns perfectly with Bonhams’ core clientele.
In her new mandate as Chief Commercial Officer, Assimon will be the architect of Bonhams’ commercial future. Her responsibilities are extensive, charging her with overseeing the company’s overarching commercial strategy as it continues its ambitious global expansion. From its flagship salesrooms in London, New York, and Hong Kong to its growing presence in Paris and Los Angeles, Bonhams operates on a world stage. Assimon is tasked with harmonizing this global network, ensuring a cohesive and powerful commercial engine drives growth across all territories.
Crucially, her role will focus intensely on elevating the client experience. The modern auction house is no longer just a place for transactions; it is a hub for collectors, connoisseurs, and enthusiasts. Assimon’s deep background in luxury retail, where customer relationships and bespoke service are paramount, will be invaluable. She is expected to innovate how Bonhams engages with both its consignors and buyers, transforming every touchpoint—from the initial appraisal of a family heirloom to the thrilling moment the gavel falls, and the white-glove service that follows—into a seamless and memorable luxury journey. This client-centric approach will be applied across Bonhams’ remarkably diverse portfolio, which spans fine art, classic cars, rare watches, fine wine, and, of course, the very category she knows best: world-class jewelry.
The appointment was celebrated by Bonhams’ Global CEO, Chabi Nouri, who praised Assimon’s unique qualifications. In a statement, Nouri highlighted that Assimon “brings a powerful blend of commercial expertise, leadership, and a deep understanding of the luxury market.”
This “powerful blend” is precisely what Bonhams needs to challenge its main rivals. Assimon’s commercial acumen, proven in bottom-line results at multiple global brands, will be aimed at increasing market share. Her leadership will inspire Bonhams’ international teams of specialists. And her innate understanding of the luxury mindset—what motivates a collector, what defines value, and how to build lasting desire for the rare and beautiful—provides Bonhams with an incredible competitive edge. Her appointment is a clear signal that Bonhams is not just participating in the luxury auction market; it is strategically positioning itself to lead it.
