Antique Sign sells for World Record Price

Richmond Auctions, in Greenville, South Carolina, USA, has set a new world record for the most expensive antique advertising sign sold at auction, a 48-inch double-sided porcelain Musgo Gasoline sign. The selling price of US$1.5 million (including the buyer's premium) shattered the previous record of $400,000.

Considered the Holy Grail of antique advertising signs by most collectors, a Musgo Gasoline sign was discovered in an attic in Michigan. It had never been seen by the public and was fresh to the market.

Musgo, originally located in Muskegon, Michigan, was believed to be open for less than six months during the mid-1920s. Following its closure, most of their signs were used as septic tank lids, causing one side to decay from septic fumes. This auction record-breaking sign was ‘new’ old stock, never used as a septic tank lid, and is the best-known example of this legendary sign.

"Richmond Auctions was thrilled to have the opportunity to sell this one-of-a-kind collectible," said Jordan

Richmond, Founder and CEO of Richmond Auctions. "This unique Musgo Gasoline sign was discovered without

touchups, restoration, or enhancements, something unheard of for a collectible of this nature. The $1.5 million dollar price tag speaks to the great condition and uniqueness of this item," Richmond concluded.

Richmond Auctions specialises in investment-grade antique advertising with an emphasis on petroliana and automobilia collectibles.