Upcoming Auction
Automobilia
Michelin, Enamel Sign & Vintage Advertisements – Collection of Mr. L – Part 2


Undoubtedly one of the finest enamel sign collections in the world!

Shining witnesses to the golden age of advertising, these exceptional pieces will take center stage on Wednesday, November 12, during an unprecedented auction organized by Aguttes on Wheels.
The result of 50 years of passion and research, this collection brings together over 400 enamel signs, painted metal panels, cans, carousels, vintage toys, and banners—a fascinating panorama of the history of marketing and modern advertising.

 

Enamel Signs: Timeless Icons of Advertising

At the dawn of the 20th century, enamel signs revolutionized advertising: colorful, durable, and beautifully illustrated, they transformed garage façades and roadsides into open-air galleries. Major brands—Michelin, Shell, Esso, Goodrich—quickly adopted them to assert their image and attract motorists.

A pioneer as early as 1889 in Clermont-Ferrand, Michelin was among the first to build a fully developed brand universe. By 1900, the company was innovating with Bibendum, created in 1898, a universal symbol of strength, reliability, and approachability.
Through guides, road maps, signage, and enamel signs, the brand educated, supported, and inspired loyalty among drivers. Now prized collectors’ items, these pieces stand as testaments to inventive graphic design and visionary communication. More than simple advertisements, they embody the spirit of innovation and goodwill of an era—establishing Michelin as both an industrial and cultural legend.

   

An Unmissable Event!

Comprising 427 lots, this collection reflects a vibrant passion for automobiles and vintage advertising. On November 12, collectors, lovers of advertising art, and automotive enthusiasts will have the opportunity to acquire a fragment of history—where industrial heritage meets popular art.

Aguttes on Wheels invites you to rediscover the enduring beauty and striking visual impact of these legendary objects, symbols of a century of innovation and boldness.

  




Sale Information
Wednesday, November 12, 2025 – 11:00 a.m.
Morning Session – Lots 1 to 170: 11:00 a.m.
Afternoon Session – Starting from Lot 171: 2:00 p.m.

Aguttes Neuilly
164 bis, Avenue Charles-de-Gaulle
92200 Neuilly-sur-Seine, France

Contacts for this Sale
Head of Department
Gautier Rossignol
+33 (0)1 47 45 93 01 • +33 (0)7 45 13 75 78
rossignol@aguttes.com

Specialist – Sale Manager
Hugo Baldy
+33 (0)1 47 45 93 01 • +33 (0)7 60 78 10 18
baldy@aguttes.com

Specialist – Rhône-Alpes Region
Paul-Emile Coignet
+33 (0)4 37 24 24 23 • +33 (0)6 68 36 26 22
coignet@aguttes.com