Christie’s Launches Pop Culture Division to Court Millennial and Gen Z Buyers
Ringo Drum Kits Lennon Gretsch Christies March 2026
Christie’s has introduced a new pop culture division aimed at attracting millennial and Gen Z buyers. The auction house announced the division on September 23 and appointed Josh Benesh, formerly the Chief Strategy Officer at Heritage Auctions, as its inaugural director. Initially, the department will focus on categories such as on-screen entertainment, music, sports, science, history, and fashion, with multiple annual auctions planned.
The new division's launch follows a lucrative sale of billionaire Jim Irsay's collection, which Christie’s handled last year. The estate auction, valued at over $105 million across five sales, featured items like tickets from Ford’s Theatre on the night of Abraham Lincoln’s assassination, Ringo Starr’s first drum set with the Beatles, a Golden Ticket from Willy Wonka and the Chocolate Factory, and Muhammad Ali’s fight robe.
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