Rare Ca. 1884 Winchester Cartridge Board Fires Off $70,800

Petroliana And Advertising Sale Delivers

June 17, 2022

A rare, ca. 1884 Winchester cartridge board, one of the most sought after, iconic examples of American sporting advertising, hit the mark for $70,800 in an online-only Petroliana and Advertising Auction held April 23 by Miller & Miller Auctions Ltd. The cartridge board was the top earner in a 482-lot auction that grossed $538,581. All prices in this report are in Canadian dollars and include an 18-percent buyer’s premium.
The Winchester cartridge board was a lithographed hardboard with an applied representation of one of Winchester’s earliest lines of ammunition. Few survived intact due to their size and the fact that they were displayed in store windows and areas exposed to light. The one sold was housed in the original frame and was in untouched, original condition.
The rest of the auction featured offerings that appealed to every level of petroliana and advertising enthusiast. Quality advertising signs, tins and related memorabilia from the 1890s to the 1970s were sold. The petroliana, soda and general store advertising signs included many high-grade, seldom-seen examples. These all did well.
“The prices for gas and oil advertising surged at the outset of the pandemic and appear to be holding,” said Ethan Miller, of Miller & Miller Auctions Ltd. “Signs, gas pumps and even quart cans were bringing strong numbers throughout the sale.”
“Die cut porcelain signs are the hottest. The heart-shaped porcelain Carhartt Overalls corner sign sold for over triple the high estimate of $8,000. We are having difficulty predicting where certain signs will sell these days.”
He was referring to the ca. 1905 Carhartt’s Overalls corner sign, recently discovered during the liquidation of a longtime business in New Hamburg (Ontario, Canada), Murray’s Clothing and Footwear. The single-sided porcelain sign, graded 9 for condition, featured a mint green car and was known to have been produced for the Canadian market. It finished at $25,960.
The sale had a 100 percent sell-through and attracted nearly 500 registered online bidders, who combined to place a total of 9,930 bids via the Miller & Miller website (www.MillerandMillerAuctions.com) and LiveAuctioneers.com.
A Cities Service Koolmotor double-sided porcelain curb sign, known as the “Kite Sign” for its shape, produced in America in the 1930s and used in the Canadian market, graded 9 for condition, with bold colors and a glossy finish, realized $15,340. Also, a 1947 two-door, right-hand drive MGTC roadster convertible car, fully restored in 1982, sped off for $10,030, which was within estimate.
A Canadian Ford V8 dealer double-sided porcelain sign from the 1930s with the original hanging bracket, exhibiting some chips and losses but still boasting vivid colors and a glossy finish, changed hands for $15,340, while a World War II-era Canadian Supertest Bennett 541 gasoline pump with a reproduction “High Compression” globe, original ad glass and tagged, “Service Station Equipment Co., Ltd., Toronto, SSE Bennett ECO,” brought $5,310.
From the world of Coke, a monumental 4-by-8-foot single-sided porcelain Coca-Cola sign from 1937, Coke’s largest porcelain sign before World War II restrictions halted steel production, graded a near-perfect 9.5, realized $7,670. A Canadian, ca. 1890 Fortier Tobacco advertising banner, a large cotton tapestry, 96 inches tall and featuring images of each of Montreal’s J. M. Fortier cigar brands, all surrounded by detailed imagery, sold for $5,310. Also, a single-sided tin sign for Seven-Up, made in America in 1948 and featuring the iconic “bubble girl” graphic on the bottle, made by the Stout Sign Co. (St. Louis), graded 9.5, rose to $5,015.
A plaster cast and wood statue made around 1930 for the Dawes Black Horse Brewery by the famed Woodstock, Ontario, sculptor and artist Ross Butler (1907-95), 18.5 inches tall and a fine example of a rare variation, went for $5,900, while a rare, tin lithographed Dawes Black Horse match holder, along with two different boxes of Black Horse labeled wooden matches, produced around 100 years ago but the match holder still boasting vivid colors, made $5,015.
For more information, call 519-573-3710 or visit www.millerandmillerauctions.com.


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