Amati Instrustments

Amati approached Newwave because of an existing relationship and our reputation in the music instrument auction world. We helped Amati develop and position their brand, design and build their website, product exhibition materials, as well as designing and building a range of specialist books for them.

Building on an existing relationship

Newwave previously worked with Amati founder James Buchanan, when he was a director at Brompton's Auctioneers. He initially asked us to help him produce an advert. As a full-service agency he saw that Newwave was able to help him with so much more and we were asked to strategically help him build his business.

We helped Brompton's develop an online auction system and set up an extensive makers archive , managing the design of their printed catalogues and put their auctions online. This helped establish Brompton’s in the musical instrument auction market place. James left Brompton's to set up Amati which focuses on the online market place for musical instruments. Due to our existing relationship with James and our reputation in the sector, we were ideally placed to continue to support Amati in developing their new busines

Custom Auction Systems

We supported Amati's online auctions initially, by customising an existing auction platform. We greatly extended its functionality to created timed auction as apposed to rolling ones.

Customisation included offset ending times, auto time extension if a bid is placed within the last moments, a neat bidding tool that suggested the next bid in preset increments and auto bidding up to their highest bid.

"Newwave have been a reliable extension to our auction team"

James Buchanan – Director

Capitalising on London auction week

The reason musical instrument auction clients come to Newwave is that they get a mix of brand management, technical web development and business strategy support. We helped advise Amati to develop an idea and position themselves to make the most of London auction week. Traditionally visitors from around the world descend on the UK capital for it, but there is no central focus to the week.

Amati saw an opportunity and we advised and helped them to create a central hub. Amati organised performances of leading musicians and provide an opportunity for both auction houses and dealers and shops to gather in one place. It gives great exposure to the sellers and provides buyers with a greater choice of instruments to purchase. We provided Amati with exhibition materials and branding so they could position themselves strongly.


Newwave helped Amati develop and position their brand as they tried to establish themselves as a new company within the stringed instrument industry. The challenge for our designers was to ensure the brand reflected the industry's traditions on a new modern platform.

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