How can a bike ever be worth £45,000 — or — $57,000?

We investigate what makes a bike a money-spinner

Tadej Pogačar's Colnago C68
(Image credit: Colnago)

When Tadej Pogačar rode onto the dais for the team presentation the day before the 2024 Tour de France grand départ in Florence, he was astride a custom Colnago C68, complete with a solid gold head tube badge, number one of a limited run of 111 Colnago Fleur de Lys bikes.

Despite Pogačar riding the bike for perhaps a few hundred meters, it sold at auction at Sotheby’s in London a few days later for over £45,000/$57,000. 

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