PARIS.- A notable development is reshaping the French auction landscape as Millon Auction Group has acquired Pierre Bergé & Associés, becoming its sole shareholder and setting the stage for a new phase in the life of the Paris-based house. Founded in 2002, Pierre Bergé & Associés has built a strong reputation within the auction world, and under this new structure, it is expected to expand its reach while preserving the identity that has defined it for more than two decades. The acquisition forms part of Millon’s broader strategy to assemble a network of established European auction houses, placing Pierre Bergé & Associés alongside entities such as Galerie Moderne in Brussels and Il Ponte Casa d'Aste in Milan, both of which bring decades of experience and history to the group. Rather than absorbing the Paris house into a centralized system, Millon has chosen to maintain its autonomy, allowing it to continue operating from its historic address on Avenue Kléber, just steps from Place de l’Étoile, while benefiting from the group’s resources and international network.
At the center of this new chapter is Marc Chochon, who has been appointed Associate Chief Executive Officer and will lead the modernization and expansion of the house. Coming from a family of auctioneers and with a recognized career in the art market, Chochon brings both experience and a clear vision for growth. Plans are already underway to open a new office on the Left Bank in Paris, followed by further expansion into international markets such as Belgium and Morocco. In his remarks, Chochon emphasized that the goal is not only to grow but to reinforce the house’s standing, positioning it once again as a key reference for important collections, prestigious sales, and the market for books and manuscripts. For Alexandre Millon, president of Millon Auction Group, the acquisition carries a certain historical resonance, recalling how Pierre Bergé once acquired Millon & Associés as part of his own strategy to establish a foothold at Drouot; today, in a symbolic reversal, it is Millon that aims to bring Pierre Bergé & Associés back to that historic auction center. Millon described the move as part of a broader vision to respect the strength of established brands while giving them the financial, logistical, and commercial means to grow within a strategy that is both Parisian and international in scope.
The relaunch of Pierre Bergé & Associés will be built around a selective and carefully curated program, with a strong focus on collections, luxury objects, decorative arts, modern and contemporary art, as well as books and manuscripts, all supported by an emphasis on provenance, expertise, and close relationships with clients. This new phase also relies on the existing operational team, described as young and highly qualified, ensuring continuity while embracing change. Alongside Chochon, key figures will contribute to shaping the house’s future, including Prince Charles-Henri de Lobkowicz, whose international network and sensitivity to heritage issues are expected to broaden its reach, and auctioneer Jean-Daniel Toledano, who will support the company’s redeployment through his experience and knowledge of the field. Efforts will also focus on strengthening the network of experts and consignors while modernizing communication tools to meet the evolving expectations of the market. For Millon Auction Group, the acquisition reflects a long-term strategy based on the complementarity of expertise and geography, combining local identities with shared resources and international visibility. As Alexandre Millon noted, the group’s approach is to identify strong and legitimate brands, support their ambitions, and create meaningful synergies, and with Pierre Bergé & Associés, it is opening what he described as a new chapter in a story that is only just beginning.
