Ski posters will cross the block at Christie's annual sale in London on January 11.

Among the highlights is a large lithograph of Alex Walter Diggelman's iconic 1934 advert for the Swiss resort town of Gstaad, which is expected to make up to £30,000 ($36,823).

Gstaad was a Swiss ski resort popular with the British upper classes in the 1930s

Meanwhile Emile Cardinaux's modernist poster for Davos (printed in 1918) is valued at £24,000 ($29,459).

Ski posters from the early to mid-20th century were aimed at well-heeled travellers. The tour companies often employed fashionable artists to create an impression of the refined fun on offer at the slopes.

Lily Faber, Christie's head of interiors, told the Daily Mail: 'Whether the posters depict mountain ranges, skiers in action or one of the glamorous resort hotels, collectors remain attracted to the works for the colourful and decorative designs which can still be acquired relatively inexpensively.

"The most beautiful and dynamic ski tourism posters were produced during the early 20th century as the first resorts competed to be recognised as the most glamorous…

"This resulted in a great range of beautiful and striking posters. Skiing holidays became increasingly popular as new transport links gave greater access to this exhilarating holiday."