Greenville firm behind world-record sale at auction

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Looking for a sign? In the case of this petrol-themed one, you are too late.

Greenville-based Richmond Auctions set a new world record recently for the most expensive antique advertising sign sold at auction.

A 48-inch double-sided porcelain Musgo Gasoline sign sold for $1.5 million (including buyer’s premium) — shattering the previous record of $400,000, according to a news release from Richmond. 

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

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

“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, said in the release. “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.”

Founded in 2020, Richmond Auctions specializes in investment grade antique advertising with an emphasis on petroliana and automobilia collectibles.