The Ski Poster

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In January, a 1934 poster advertising alpine resort Gstaad sold at auction for nearly $108,814 – a world record. The sum paid came as a shock even to Christie’s, who had offered a guide price of $15,000. Christie’s holds sales of vintage ski posters twice a year, and the prices have been rising steadily. Originally printed in runs of 1,000 or 2,000, they provide a visual record of the development of resorts from Chamonix to Aspen. London antiquarian bookseller Henry Sotheran Ltd. began specializing in trading vintage ski posters (such as the 1951 poster by Edward Lancaster pictured) ten years ago, and now organizes an exhibition every November. According to Richard Shepherd of Sotheran’s, the posters are growing ever more popular: “They were often thrown away at the end of the season, so few survive in good condition.” The posters typically fetch around $1,000 – and while some buyers are drawn to them for their investment potential, Shepherd puts the posters’ popularity down more to their romantic quality: “They’re a wonderful reminder of a golden age of travel.” sotherans.co.uk