Online auctions have become a standard practice thanks to Ebay. In the meantime, many other auction portals have appeared on the internet, some of which have as wide a range as Ebay, some of which specialise in a certain product. With the live auctioning off of luxury watches, AUCTIONATA, the Austrian start-up enterprise, is currently starting off along this road, promising "the first real-time auction of luxury watches on the internet.“