Gordon Watson, Four Rooms

4 May 2011

Age: 54   Owner: Gordon Watson, Pimlico Road

Gordon Watson is recognised as one of the world's leading authorities of 20th Century design. He says he was always destined to work in antiques having caught the ‘dealer bug' at a young age.

"Being in this business is something I always knew that I was going to do," he recalls. "I pretended I wanted to be a lawyer because that's what my family wanted, but I was always rooting around at antique shops and markets trying to buy treasures. I used to take pieces of silver to school and try to sell them. I was always buying and selling.  It was my destiny." 

Realising that a career in Law was not for him, Gordon headed towards Sotheby's and began a six year career with the world famous auctioneers in the 1970s, aged 20.

"The best period of my life," recalls Gordon, "I learnt so much, I was like a sponge absorbing everything..the art world was so exciting then, auction prices were extraordinary for new markets like Primitive Art, Contemporary Art and Art Deco."

Six years later he left Sotheby's to open up his gallery.  This was the first time the furniture and objects of the Art Deco period had been presented in such a chic and exclusive format in the heart of trendy Chelsea.  On the opening day he sold almost his whole stock with clients queuing outside and ringing up an amazing sales total of over £150,000.

"I was ecstatic, imagining yearly turnovers in the region of 352 x £150,000 ... incredible!  However I soon sobered up and realised what idiots we'd been... we had sold all to fellow dealers from around the world who so leapt on our fabulous stock and clearly more reasonable prices.  I thought how clever I'd been!"

Gordon had his shop there for over 30 years selling to the likes of Catherine Deneuve, Barbara Streisand, Rod Stewart and Mick Jagger.  Five years ago he had a single owner sale at Sotheby's, Bond Street, entitled ‘Gordon Watson - End of a Chapter'.

"I was beginning to feel stale and I sensed a downturn in the market and my lease for the shop was coming to an end so I thought it was the perfect opportunity to dispose of an insane number of stock items, over 1,500 pieces.  Thank goodness the sale was a great success.  So much so, that Sotheby's offered me a job as a Consultant which I readily accepted.  So life really seemed to have taken a full circle - here I was, 30 years later back home with my beloved Sotheby's."

"I quickly realised that being the compulsive buyer I am, I needed to have a retail outlet, so I happily moved to a fantastic space on the Pimlico Road...and Im sure I'll be there forever!"

Q&A with Gordon Watson

 Why did you decide to become a dealer on Four Rooms?
I have worked as a dealer for more than 30 years, and I felt this opportunity came at the right time because I needed to recharge my batteries and face a new challenge. People have said I should have been on TV in the past, but it's not something I have wanted to do until now. This TV series is different and I like that.

Do you think people want too much money then when they come on the show?
I think most people start off being realistic in their expectations, but then there can be elements of greed.  I'm sure there are various ‘sellers' who at this moment are licking their wounds.

How do you feel about being the ‘larger than life' character?!
I am a very lively, quite volatile character, and I've loved meeting people whose obsessions match mine.  The antique and art world is one of strong emotions and passions, tempered with the desire to possess the object and then to sell it on...it's a jungle out there.

Are you confident you will sell all the items?
Years ago, the answer would have been a resounding ‘yes' but it is a tricky world now and it is wrong to assume anything. We are living in difficult times which is why my mantra to the sellers is, ‘sell, sell, sell'...if the price seems healthy.

Has it been interesting watching the people coming in to pitch?
Very as there has been the whole breadth. This has been totally intriguing for me - we have had such wonderful characters.  It has been a rollercoaster of emotions.  Some of the sellers have really tragic stories, others are bullshitters; some really want to a deal and others are time wasters; some are so innocent it breaks my heart and others are wily characters.  I love them all

Do you like a good sob story?
Yes - Im a sucker for a good costume drama, but not when it interferes with me and my business!

Are you ready for TV fame?!
Oh I will be famous for all of five seconds! It's like Warhol once said, ‘In the future, everyone will be famous for 15 minutes'. I don't know if I will like it because I am quite a solitary person.

Do you have any misconceptions you hope to dispel by going on this show?
We dealers aren't monsters. I would like the public to understand that we dealers are not cowboys trying to con you out of a treasured heirloom for a paltry figure.  We by and large are compulsive hoarders who pay more than a fair price.  Buying is everything for a dealer and selling is just the vehicle for funding the process.

You have been in the business for more than 30 years. You obviously love it...
Yes I do. I love dealing and I can't imagine doing anything else. It's who I am.

 You have had a lot of famous clients over the years...
When you have the rarest most wonderful pieces for sale it's obvious, to me, that the most talented artistic and sophisticated people in the world will seek you out.  All the great and the good have bought from me and have supported me on my long journey: Valentino, Donna Karen, Madonna, Barbara Streisand, Elton John, Freddy Mercury, Tom Cruise to name but a few. There have also been the great Museums and Collections who have regularly bought from me. The Victoria and Albert Museum, The Dallas Museum and many, many famous collectors whose anonymity is one of their conditions for working with me.

 And how about the modern day celebrities?
I have the sense that they do not have the same passion for collecting.  They do have smart interior decorators decorate their various homes and fill them with beautiful pieces, but collectors...no.  However, there is a renewed interest in one of my passions - Contemporary Art.

What's been your biggest blow out?
I've had quite a few, but the one that springs to mind is some years ago. I was staying with good clients who had become good friends in their fabulous apartment in New York, and over breakfast one morning, I was asked what would I like to collect now? I said late Andy Warhol paintings.  I was astonished when my host said good...find me some...and I did. I bought him beautiful paintings..he asked me if I would like to buy them with him i.e. we would own 50% each. I said no thanks, and took a 10% commission. Happily, years later he asked me to sell one of the paintings for him. I managed to sell the Warhol for £4,000,000!  He was over-the-moon as he had made well over £3,750,000 profit...and I received a very very healthy commission.  And he has an even more valuable Warhol left...much, much, more valuable...hey ho.  Should have followed my own advice

Have you made any big mistakes?
I can honestly say ‘No I haven't'. I am quite cautious!

Has the recession hit your industry?
Of course, but recently things are beginning to pick up.  People love spending.  As I said, the deal might take longer to finalise, but we get there in the end.

And finally, what would you say to people who are watching the show and feel inspired?
Come to me (with your goods)...all of them!  We really welcome anyone to contact us for the next series.