Traditionally, Sotheby’s auction floor has been a sanctuary for diamonds the size of golf balls, rare watches, and art that would make even Picasso look twice. Now, with a flourish worthy of a Bond film, Sotheby’s and Marriott International’s Luxury Group are pushing the boundaries of what counts as a collectible. Forget canvases and carats — today’s luxury prize is a passport to the extraordinary.
At the upcoming Sotheby’s Luxury Sales Week in Hong Kong, bidders will be vying not for objects to lock away in vaults but for meticulously curated journeys through China and Japan. It’s a marriage of old-world prestige and new-world wanderlust where the hammer falls not on a Rembrandt, but on a private hike through sacred valleys or a whisky flight aboard Japan’s most elegant train.
“This partnership exemplifies the immersive and nuanced approach to luxury that we’re bringing to Asia Pacific,” declared George Hammer, Marriott International’s Global Head of Luxury Marketing. His words, delivered with the confidence of a man who knows his Champagne vintages, set the stage for experiences as rarefied as any diamond brooch.
Lot One: China’s Hidden Gem, Jiuzhaigou
If you think luxury is all about polished marble and caviar bumps, think again. The first of the two travel “lots” offers an odyssey into Jiuzhaigou, a UNESCO-listed valley on the fringe of the Tibetan Plateau.
The journey begins with a night at W Chengdu, ensconced in a Fantastic Suite, before a chauffeur-driven Bentley limousine spirits guests along a winding five-and-a-half-hour drive to Rissai Valley, a Ritz-Carlton Reserve. It is the first of its kind in Greater China, and judging by its Presidential Villa, complete with an infinity pool that mirrors the mountains, it may well spoil every other villa you’ve ever stayed in.
Dining? Naturally, it’s as elevated as the altitude. Guests will sample the resort’s four restaurants before experiencing the signature “Dining Beyond” ritual, an alfresco banquet deep inside Jiuzhaigou National Park. The pièce de résistance? A wine tasting curated by Sotheby’s Wine, complete with a reimagined “Judgement of Paris” lineup that dares to pit Yunnan’s high-altitude reds against the titans of Burgundy and Bordeaux.
“China, particularly the high vineyards of Yunnan, is becoming an emerging force in fine wine,” explained George Lacey, Head of Wine at Sotheby’s Asia. “Names like Domaine Muxin, Miao Lu, and Ao Yun are producing wines that deserve to be compared with France’s best.”
Beyond wine and dining, travellers will discover alpine lakes of impossible turquoise, trek past sacred peaks, and dabble in Tibetan incense-making and calligraphy workshops, intimate encounters that thread culture into the luxury fabric.
Lot Two: Japan’s Culinary and Spiritual Tapestry
The second travel lot is a symphony of sushi knives, Shinto temples, and whisky glasses. It begins in Tokyo, high above the skyline at The Ritz-Carlton, Tokyo, where guests recline in a Luxury Suite with views of Mount Fuji.
The morning begins with a pilgrimage to Toyosu Market alongside master sushi chef Tadaki Nomura of Hinokizaka. That evening, the catch of the day transforms into an omakase feast, complete with rare sakes and bespoke cocktails stirred by award-winning bartender Kentaro Wada.
The adventure continues on the Spacia X train, a rolling lounge of refinement, where collectors glide through forested hills toward The Ritz-Carlton, Nikko. En route, a Sotheby’s spirits expert hosts a private Japanese whisky tasting, celebrating the often overlooked complexity of the Kanto region.
“Japan has long inspired artistic and cultural traditions,” noted Freeman Ho, Sotheby’s Spirits Specialist. “The Kanto region’s distilleries capture refinement and innovation that even seasoned collectors may have missed.”
In Nikko, guests retreat to a Lakeview Suite, indulge in farm-to-table cuisine, and rise at dawn for private meditation with a senior monk by Lake Chuzenji. It’s a conclusion more serene than any auctioneer’s gavel could hope to deliver.
Dining with Distinction: A St. Regis Hong Kong Exclusive
For those who can’t quite stretch to an auction bid but still fancy a taste of the action, The St. Regis Hong Kong has concocted a fitting tribute. Between 15 August and 30 September 2025, its Michelin-starred Cantonese restaurant Rùn will serve an eight-course “Chuan Whisky Limited Pairing Menu.”
Crafted by Executive Chinese Chef Hung Chi-Kwong, the menu takes inspiration from Sichuan flavours and pairs spirits from The Chuan Malt Whisky Distillery in China. It’s proof that fine dining, when laced with rare whisky, can become a collectible experience. Discover the menu here.
The New Definition of Collecting
What Sotheby’s and Marriott are doing here is no mere marketing exercise. They are rewriting the rules of luxury acquisition — replacing cold possessions with lived, storied memories. Where once collectors asked, “How many carats?”, they may now ask, “How many lakes, temples, and vineyards?”
And in the Asia Pacific region, whose luxury appetite has only sharpened, this blend of travel and treasure is bound to resonate. After all, you can’t hang a meditation session on your wall, but you’ll remember it far longer than a bauble in a display case.
Auction Details
Bidding is open online until 16 September 2025 at 11:00 HKT. For full itineraries and details on Sotheby’s Luxury Sales Week in Hong Kong, visit sothebys.com.
By Sandra Jones
