Heist-Out Magazine Teams Up with Sotheby’s Geneva for Subversive Watch Auction
Frustration can often be the driving force behind innovation, and that’s exactly what led to the creation of heist-out, a cutting-edge watch magazine that made its debut in May 2023. Now, the magazine is making waves by teaming up with Sotheby’s Geneva for a unique and subversive auction.
Lorenzo Maillard and Maxime Couturier, the masterminds behind heist-out, were working at the Fondation de la Haute Horlogerie in Geneva when they realized they were dissatisfied with the status quo in the watch industry. Tired of the same generic watch ads and diluted creative projects, they decided to take matters into their own hands.
The duo initially considered creating fliers to distribute during the Watches and Wonders Geneva trade fair, but ultimately settled on a magazine format. The magazine, named heist-out as a play on the term “iced out,” quickly gained popularity and is now sold in select stores worldwide.
Filled with edgy stories, photo essays, and interviews, heist-out aims to push boundaries and challenge the traditional notions of luxury watches. The magazine’s tagline, “the outcast watch magazine,” reflects its rebellious spirit and commitment to creativity.
In a bold move, heist-out and Sotheby’s are joining forces for a special auction called Rough Diamonds during the 2024 Watches and Wonders Geneva show. The auction will feature 24 rare watches from top brands like Patek Philippe and Vacheron Constantin, and will be held in a unique underground setting.
The collaboration between heist-out and Sotheby’s represents a new approach to watchmaking, blending creativity with irreverence. The magazine’s founders, based in the heart of the watchmaking universe in Geneva, are at the forefront of a revolution within the industry.
With bespoke ads for Audemars Piguet in the works and a new issue set to launch, heist-out shows no signs of slowing down. The magazine continues to challenge the status quo and push the boundaries of traditional watch media.
As Mr. Couturier puts it, heist-out is not just a magazine, but a psychological healing process for its founders. And with their innovative spirit and determination to stay creative, there’s no doubt that heist-out will continue to shake up the watch industry for years to come.
