Ratcheting up one of the oldest rivalries in history, 219-year-old Phillips Auction House is resurrecting its Modern art business and launching a blitz of hiring and powerful partnerships. It will seek to compete head-to-head with age-old rivals Sotheby’s and Christie’s this fall in the high end of the billion-dollar art market.

People close to the matter say that, after downsizing about a decade ago in the wake of some unsuccessful sales, the company—working with just-announced partners eBay, former Brooklyn Museum director Arnold Lehman and executives with ties to the deep-pocketed Arabian collecting world—could be making a play to disrupt the Coca-Cola/Pepsi-like hold on the art auction market that the Big Two have long enjoyed.