Article
ARTEX Global Markets: Revolutionizing Art Investment and Democratizing Access to Masterpieces
By Artland Editors
“Before starting ARTEX, we realized that we are, above all, art lovers“
Yassir Benjelloun-Touimi
In a world where art has often been perceived as an exclusive asset class for the ultra-wealthy, ARTEX Global Markets (hereinafter ARTEX) is pioneering a revolutionary approach to democratizing art investment. At the helm of this groundbreaking venture is Yassir Benjelloun-Touimi, Co-Founder & CEO, a passionate art lover and visionary leader who is on a mission to make high-value art accessible to everyone. Alongside Yassir is H.S.H. Prince Wenceslas of Liechtenstein, Chairman & Co-Founder, whose unique background in both art and banking has been instrumental in bridging these two worlds. His extensive knowledge of the art market, combined with his financial expertise, helps guide ARTEX’s mission to merge traditional investment strategies with the beauty and cultural significance of fine art. In an insightful conversation, Yassir shares the journey behind ARTEX, the challenges of bringing this concept to life, and the future he and Prince Wenceslas envision for art investment.
The Vision Behind ARTEX
“Before starting ARTEX, we realized that we are, above all, art lovers,” says Yassir. His passion for art dates back to his early years when he moved to France to immerse himself in the rich art scene of Paris. This deep-rooted love for art, combined with a keen understanding of the art market’s dynamics, laid the foundation for ARTEX.
Yassir identified a significant gap in the art market: the vast majority of art buyers who purchase works for under $100,000 have a high probability of seeing their investment depreciate over time. Conversely, only a select few can afford artworks worth millions, which almost certainly appreciate in value. ARTEX aims to bridge this gap by enabling collective ownership of high-value artworks, thereby allowing more people to benefit from the appreciation of valuable art.
“We wanted to make it possible for most people to not only love art but also benefit from its virtues and value appreciation,” Yassir explains. ARTEX achieves this by creating an exchange—a highly regulated platform where individuals can invest in shares of high-value art pieces.
Curating the Best of the Art World
The foundation of ARTEX lies in its rigorous curation process. Yassir emphasizes that the quality of the underlying asset is paramount. “We consider the artist as the brand,” he notes. ARTEX focuses on artists who have proven their worth over time, with most having sold works for over $40 million. Their selection process hinges on three criteria: the quality, rarity, and provenance of the artwork.
ARTEX targets pieces from the peak periods of the most relevant artists. For example, they aim to bring a 1932 Picasso or a 1960s Francis Bacon to the platform—works that represent the zenith of these artists’ contributions to art history. By doing so, they enhance the investment quality for their clients and ensure that the artworks maintain their value over time.
A New Era of Accessibility and Education
ARTEX goes beyond merely offering investment opportunities; it also aims to educate the public about art. “Most people love art but don’t feel they belong,” Yassir remarks. To address this, ARTEX provides accessible information about the art market and its artists, demystifying what has traditionally been an exclusive world.
“We focus on a few of the most important artists and deliver information in the simplest possible way,” Yassir says. ARTEX’s goal is to create a narrative that resonates with people, making art appreciation more inclusive and less daunting. They also collaborate with museums to lend artwork, thereby allowing more people to experience these masterpieces firsthand.
Chairman & Co-Founder
Overcoming Challenges and Leading with Resilience
Building ARTEX has been a journey filled with complexities, from acquiring licenses to gaining the trust of banks and collectors. Yassir candidly describes the process as “very, very complicated.” However, he attributes the success of ARTEX to an unwavering commitment to their mission. “My experience in leadership has been centered around one thing: never give up,” he asserts.
Yassir and his team have navigated numerous hurdles, driven by a deep belief in the value they are bringing to society. They have had to adapt and refine their approach many times, but this persistence has fostered a company culture rooted in passion, humility, and resilience. This determination has also attracted a network of supporters who believe in the transformative potential of ARTEX.
ARTEX and the Future of Art Investment
ARTEX is not just reshaping the art market; it is redefining how society interacts with art. By allowing people to invest as little as $100 in high-value art, ARTEX opens the door for a broader audience to partake in the art market. Yassir envisions a future where art is not just a cultural treasure but also a viable and accessible investment for everyone.
In addition to providing investment opportunities, ARTEX plays a vital role in supporting museums and cultural institutions. Many museums struggle to fund the conservation and exhibition of artworks. ARTEX lends high-caliber art to these institutions, ensuring that masterpieces continue to be accessible to the public while also serving as a magnet to draw more visitors.
A Case Study in Innovation: ARTEX at Harvard
ARTEX’s innovative approach has garnered international attention, including an invitation from Harvard to be featured as a case study. The Harvard Business School case study delves into ARTEX’s business model, providing a platform for in-depth discussions about the future of art investment. Yassir recounts the honor of engaging with some of the brightest minds at Harvard, where the story of ARTEX sparked enthusiasm and generated thought-provoking dialogue.
“It was amazing to see the engagement and the popularity of the subject,” Yassir reflects. This recognition not only underscores the impact of ARTEX’s mission but also highlights the growing interest in alternative investments and the evolving role of art in society.
“We wanted to make it possible for most people to not only love art but also benefit from its virtues and value appreciation”
Yassir Benjelloun-Touimi
Conclusion
ARTEX is at the forefront of a new era in the art world—one that champions accessibility, education, and the democratization of art investment. By offering a platform that combines quality, protection, and freedom, ARTEX is making it possible for more people to engage with and benefit from the world of high-value art. Through perseverance, innovation, and a commitment to cultural enrichment, Yassir Benjelloun-Touimi and his team are redefining what it means to invest in art.
In a market historically reserved for the elite, ARTEX is paving the way for a more inclusive future where art lovers and investors alike can partake in the appreciation and preservation of cultural heritage. As Yassir puts it, “This is the most important thing I’m doing in my life,” and its impact is only just beginning.
Relevant sources to learn more
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Other relevant sources:
ARTEX Global Markets
Harvard Case
Discover and Buy Artworks for Sale
