For over 200 years, Christie’s Auction House has been the place to go for fine art collectors around the world. In this ad, the auction house reminds its visitors that if “you fall in love with a work of art, you can buy it.” It’s a strong selling point for seasoned collectors who understand the importance of viewing pieces in person, particularly those looking for that $39.9 million van Gogh.

While Christie’s has since introduced an online sales function to their website, they still lead the charge in custom art-buying experiences. In May, the auction house invited a group of affluent first-time collectors from China to experience New York’s art scene first-hand, from private tours of MOMA to personal skyboxes over a live art auction. The record-breaking results prove that successful fine art marketing, and catering to the UHNW consumer, is a truly personal experience.

FUN FACT: Before Christie’s held its first official auctions, records show James Christie renting auction rooms as early as 1762, and placing newspaper ads for art sales in 1759. (Source: Wikipedia)