2021 is the 300th anniversary of the death of the French painter Antoine Watteau (1684-1721). The fame of the artist, who was already celebrated in his lifetime, extends down to this day, and his works are coveted collector’s items. After the Louvre in Paris, the Prussian Palaces and Gardens Foundation Berlin-Brandenburg has the most important collection of this artist’s paintings. Under the motto “Art – Market – Crafts” a special exhibition at Charlottenburg Palace will honour this outstanding 18th century painter. At the centre of the exhibition stands one of Watteau’s major works: the Shop Sign of the Art Dealer Gersaint. Purchased by Frederick the Great (1712-1786) in 1746, the painting has been considered a masterpiece since its creation. Originally designed as a means of commercial advertising and as the Parisian dealer’s “shop sign”, to this day the picture raises questions of contemporary relevance concerning the marketing, trading, and collecting of art, as well as our intellectual engagement with it.