In a world where fine art, vintage automobiles, and rare watches dominate portfolio diversification, another asset class is quietly stealing the spotlight — original advertising signs. Long cherished by Americana enthusiasts, these bold and storied icons of the 20th century are now commanding major attention from savvy investors seeking tangible assets with undeniable character.
And the results speak volumes. In just its second year, Richmond Auctions shocked the market by hammering down a 1929 MusGo Gasoline Mile Marker porcelain sign for over $1.5 million including buyer’s premium, crushing the previous world record of $400,000 for any sign. That milestone not only put Richmond on the map — it redefined the category’s place in elite collections.
Why Signs? Why Now?
Original signs are more than wall art — they’re historical artifacts, design relics, and in many cases, rare survivors of a bygone industrial era. Unlike mass-produced décor or modern replicas, authentic signs are finite in supply, visually powerful, and — most importantly — appreciating in value.
They offer:
- Low holding cost & high visual impact
- Cross-category synergy with vehicles, firearms, and industrial collectibles
- Clear provenance & increasing buyer demand
As traditional investment markets fluctuate, collectors are seeking real, rare, and remarkable. And signs check every box.
Richmond Auctions: Built on Originals, Built for Record-Setting Results
Founded in 2021 by collector and entrepreneur Jordan Richmond, and joined by fellow industry powerhouse Mike McCandless — owner of a Forward Look Era Auto Museum — Richmond Auctions has exploded onto the scene with over $100 million in lifetime sales in just under 4 years. Their approach? Specialize. Authenticate. Elevate.
Richmond has earned its reputation by selling only rare, original items — no reproductions, no fluff, and no compromises. This laser focus has allowed them to attract top-tier consignors, dedicated buyers, and global attention.
From signs to firearms, gold nuggets to automobiles, Richmond Auctions understands the connective tissue that links premium collectibles. Their expansion into adjacent categories hasn’t diluted their brand — it’s amplified it.
Strategic Partnerships That Add Value
A key part of Richmond’s success has come from forming smart, synergistic partnerships with notable collectors and personalities who bring unique access and authenticity to the auction stage. They’ve joined forces with Rob Wolfe of American Pickers to anchor his Rustbelt Americana event, delivering a two-day auction experience alongside an immersive celebration of industrial design and history. Richmond also partners with Tyler Mahoney of Gold Rush fame to present rare Australian gold nuggets to market this fall. And of course, their partnership with Tony Townley brings one of the most comprehensive and valuable sign collections to auction in recent memory.
These collaborations showcase Richmond’s deep understanding of how to cross-pollinate audiences, elevate adjacent categories, and unlock new levels of collector engagement and return on investment.
“If you own collector cars, firearms, or industrial pieces — original signs don’t just complement them. They increase the visual and financial value of your entire collection.”
— Jordan Richmond, Founder, Richmond Auctions
The Townley Effect: When Signs Meet Steel
One standout example? The Tony Townley Collection. This fall, Richmond will present Townley’s personal collection — featuring over 100 cars, tractors, and 400 museum-grade signs with elegant pre-war offerings like the 1929 Duesenberg and 1930 Cadillac V-16 Sport Phaeton. The flamboyant ’50s feature a 1957 Chevrolet Bel Air Fuel Injected convertible and a 1957 Pontiac Bonneville Fuel Injected convertible. A staggering number of incredible muscle cars, including 1965 Shelby GT350, 1969 Yenko Camaro, 1969 Unrestored low mileage Charger Daytona, 1969 Pontiac Firebird Convertible Ram Air 4 speed, 1970 unrestored low mileage 440-6 4 Speed Superbird, 1970 GT500, 1970 Boss 429, 1971 Hemi 4 Speed Cuda, and the list goes on and on. It’s proof that when signs are integrated into high-value assets like automobiles, they become catalysts for both emotional and financial returns.
Richmond’s leadership team brings deep knowledge, aesthetic instinct, and white-glove service for the largest items to both sellers and buyers. Their strategic insight — knowing which pieces are undervalued, where the market’s headed, and how to present collections for maximum value — is why they’re now recognized as the industry leader in this fast-growing space.
Ready to Start Collecting Like a Pro?
Explore upcoming auctions, register to bid, or consign your rare original at:
www.RichmondAuctions.com
