In late August, a remarkable achievement took place as an auction for a Musgo Gasoline sign concluded with a staggering price of $1.5 million. This astounding figure set a new world record for the highest-priced antique advertising sign ever sold at an auction.
The sign itself was a remarkable piece, measuring 48 inches and featuring double-sided porcelain. Richmond Auctions, the entity responsible for the sale, described it as the ultimate treasure of antique advertising signs, often referred to as the "Holy Grail." Surpassing all expectations, the final sum of $1.5 million, which includes the buyer's premium, shattered the previous record of $400,000.
Unveiled to the public for the first time, this extraordinary sign was discovered hidden away in an attic in Michigan. Manufactured by Veribrite Signs, a renowned Chicago-based company that operated from 1915 to 1965, this particular sign was hailed as their masterpiece. Veribrite Signs had a distinguished reputation for crafting exquisite porcelain enamel signs for prominent entities such as Coca Cola, Ford Motor Company, Phillips 66, and John Deere.
Originally hailing from Muskegon, MI, the Musgo brand had a rather brief existence, spanning less than six months during the mid-1920s. After the company's closure, most of its signs were repurposed as septic tank lids, leading to deterioration due to exposure to septic fumes. However, the sign sold at the auction avoided this fate. It was an exceptional specimen, untouched by the wear and tear of time, making it the most renowned and sought-after example of this legendary sign, as noted in the auction house's press release.
Jordan Richmond, the esteemed founder and CEO of Richmond Auctions, expressed astonishment at the sign's original condition. Remarkably, it had remained untouched by any form of touch-ups, restoration, or enhancements, an unheard-of attribute for a collectible of this nature.
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