Tech Mogul Purchases Fabergé for a $50 Million Price Tag
In a significant move, technology investor Sergei Mosunov has acquired the historic luxury brand Fabergé, known for its ornate jeweled eggs, through his U.S.-based investment firm, SMG Capital. The sale, which marks a strategic shift towards enhancing Fabergé’s luxury brand appeal, was finalized in August 2025 for $50 million, including upfront cash and future royalties.
Founded by Peter Carl Fabergé in St. Petersburg, the brand gained notoriety by creating gem-encrusted eggs for Russian emperors Alexander III and Nicholas II between 1885 and 1916. Today, Fabergé continues to produce modern luxury products, including jewelry and high-end watches.
Under new ownership, Fabergé will continue to focus on its core luxury segments: jewelry, accessories, and timepieces. Mosunov emphasized the importance of storytelling with gems, indicating a commitment to maintaining the brand’s legacy while pursuing international growth opportunities.
One of the most expensive Fabergé eggs ever sold at auction, the Rothschild Clock Egg, holds the record with an approximate value of $18.5 million. In 2007, it was sold for £8.9 million (approximately $18.5 million at the time). Surviving Fabergé eggs continue to sell for millions at auctions when they do appear.
In 2004, Russian billionaire Viktor Vekselberg bought nine imperial eggs from the Forbes family for more than $90 million, which now forms one of the largest private collections of Fabergé eggs.
The acquisition by SMG Capital comes more than 10 years after UK-based miner Gemfields acquired the company. Under the agreement, Gemfields will receive $45 million when the sale closes later this month and the remaining $5 million through quarterly royalty payments.
Sergei Mosunov considers it an honor to take custody of the brand and plans to direct Fabergé to continue its focus on newer products like watches and jewelry. With a background in luxury and technology sectors, Mosunov aims to build on Fabergé's storied identity and focus on expanding its offerings globally with an innovative approach.
The Third Imperial egg, created in the workshop of Peter Carl Fabergé for the Russian royal family in 1887, is just one example of the brand's historic significance. As Fabergé moves forward under its new ownership, it will continue to blend tradition with innovation, maintaining its position as a leader in the global luxury market.
- Under Sergei Mosunov's ownership, Fabergé will continue to prioritize its luxury segments, such as jewelry, accessories, and timepieces, including watches.
- The sale of Fabergé for $50 million demonstrates a strategic shift towards enhancing the brand's luxury appeal, with a focus on international growth and new products.
- Mosunov, a technology investor and fan of storytelling with gems, intends to maintain the brand's legacy while creatively expanding its product range.
- One of the most valuable Fabergé eggs, the Rothschild Clock Egg, was sold for around $18.5 million in 2007, and surviving eggs continue to sell for millions at auctions.
- In 2004, another Russian billionaire, Viktor Vekselberg, acquired nine imperial eggs from the Forbes family, building one of the largest private collections of Fabergé eggs.
- After a ten-year stint under UK-based miner Gemfields, SMG Capital will take over Fabergé, with Gemfields receiving $45 million upon the sale's closure and the remaining $5 million through quarterly royalties.
- Fabergé, with a history dating back to 1885, will continue to merge tradition with innovation, maintaining its prominence in the global luxury market, expanding its offerings, and cementing its status as a globally recognized brand in the realms of fashion-and-beauty, business, and culture, including jewelry, art, technology, travel, finance, and lifestyle.
