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Ralph Waldo Emerson said, “Our admiration of the antique is not admiration of the old, but of the natural.”
I arguably have one of the best jobs in the world, selling the rarest and highest condition antique advertising pieces on the planet. “How could this get any better?” I thought to myself. Let’s sell firearms too!
Three things drive the price for antique advertising: rarity, condition, and graphics. A sign can be rare and high condition but without great graphics, the value oftentimes falls short. Eye appeal sells. In August 2022, our company, Richmond Auctions, set a world record for the most expensive sign sold at auction: a staggering $1.5 million for a new old stock 48” Musgo Gasoline porcelain sign. Considered the “holy grail” by many collectors, it checked all the boxes. It was the best-known example of a very rare 1920’s sign with vibrant and colorful Native American graphics, all causing it to become the first sign to sell for over $1 million.
One of the “holy grail” signs, this 1920’s 48” double-sided porcelain Musgo Gasoline ID sign sold for $1.5 million at Richmond Auctions in August of 2022.
Upon launching our Firearm division in 2023, we decided to stick to our roots and incorporate gun and sportsman themed advertising with investment grade firearms. The gas and oil brands like Shell, Mobil and Gulf are easily recognizable, just like their major automotive counterparts Ford and Chevrolet. None of these brands hold a candle to the graphics incorporated by the firearm and sportsman related companies! Winchester, Peters Cartridge, DuPont, Ithaca, Union Metallic Cartridge and United States Cartridge Company (just to name a few) used striking graphics and real-life imagery in their advertising. Did we just check the “graphics” box I mentioned earlier?
Lot 45 – Winchester Fred Gilbert Die Cut Countertop Display Sign & Lot 218 – Winchester “Brush Shells” Die Cut Cardboard Sign
Let’s discuss the rarity of sportsman and gun related antique advertising. Unlike the gas, oil, and automotive pieces that were made of metal or porcelain, most of the early sportsman advertising was constructed of paper or cardboard. Calendars for example were meant to be used and discarded at the end of the year. Die cut cardboard countertop displays advertised the latest and greatest items sold by each brand but once the “new” latest and greatest item arrived, it was out with the old. Richard Petty once told me that last year’s race car was too slow this year. The same applied to these pieces of store display advertising. Early gun posters, calendars and store displays are nearly impossible to find since most were discarded and never thought of like they are today. In this case, the rarity and condition go hand in hand. Two more boxes checked.
Lots 92, 93 and 95 – Early Ithaca Posters: 1910 “Show Shoe Rabbit”, 1912 “Mallard Ducks” and 1908 “Wild Gobbler”
With that said, our Spring 2024 Premier Firearms & Sportsman Advertising auction on April 13th has both. This exceptional sale boasts a diverse collection of top-shelf firearms and over 100 pieces of antique sportsman advertising, catering to every shooter and collector. Feature shotguns include an incredible 1930 James Purdey & Sons gold-inlaid 20-gauge double barrel, a gorgeous Parker Brothers A1 Upgrade 20-gauge engraved by the legendary Angelo Bee, and an outstanding Connecticut Shotgun Fox FE 20 Gauge two-barrel set by J.R. DeMunck. With 65 choice shotguns in total, including 30 Belgian Browning’s, this sale has serious eye appeal.
Lot 87 – Connecticut Shotgun Fox FE 20 Gauge Double Barrel 2 Barrel Shotgun Set by J.R. DeMunck
For the rifle aficionados, we are featuring not one but TWO incredibly rare factory nickel plated Winchester 1866 Saddle Ring Lever Action Carbines in .44 RF, from the same factory order. Over a dozen desirable Weatherby rifles are being offered including a 1979 Weatherby Mark V Crown Custom in .300 WBY Mag. For our left-handed shooters, we have several customized bolt action rifles by Remington and Weatherby in a good mix of calibers.
Let’s not forget our handgun friends. This sale showcases over 50 Colt pistols and revolvers, many with their original box and in high condition. There has always been something about the Rampant Colt logo that makes me smile.
Lot 60 – Rare Factory Nickel Winchester 1866 Lever Action Saddle Ring Carbine in .44 RF
Maybe you have some old signs laying around and are curious of their value? Maybe you thought about consigning guns for auction but have questions about how the process works? Do you have questions about a gun or piece of advertising in our April 13th Premier sale? Or do you want to just show off some of your collection of guns and advertising? I would love to hear from you! Click here to view the catalog or contact me directly at seth@richmondauctions.com or 336-382-6313. SC Firm #4192.
Lot 66 – Rare U.S. Cartridge Co. “The Black Shells” Framed Poster & Lot 67 – US. Cartridge Co. Black Shells Die Cut Countertop Display Sign