Description
Francesco Moser

Francesco Moser & Giuseppe Saronni
Francesco Moser, born 19 June 1951 and nicknamed “Lo sceriffo” (The Sheriff), is an Italian former professional road cyclist. He finished on the podium of the Giro d’Italia six times, including overall victory in 1984.
Moser was dominant from the mid-1970s to the early 1980s. He turned professional in 1973 and showed a smooth, efficient pedaling style, although his powerful build limited him in the high mountains. He rode in the 1975 Tour de France, where he won two stages, wore the yellow jersey for six days, and finished seventh overall. He won the world road race title in 1977 and took silver medals in 1976 and 1978. Across the Monuments, he won six times, including three consecutive Paris–Roubaix victories, two Giro di Lombardia titles, and one Milan–San Remo.
His 273 road victories put him behind Eddy Merckx, 525, and Rik Van Looy, 379, and ahead of Rik Van Steenbergen, 270, and Roger De Vlaeminck, 255. He was also an accomplished track rider who frequently participated in Six-Day events during the winter. In total, he rode 35 Six-Day races, winning 15 of them, and partnered with René Pijnen in 14.
His nephew, Moreno Moser, born 25 December 1990, is a former professional road racer. Moser’s son, Ignazio, achieved success at the junior and amateur levels before retiring from competition at age 22.
Palmarès
Classic races
After finishing second in 1974 behind Roger De Vlaeminck and in 1976 behind Marc Demeyer, Moser won Paris–Roubaix three times in a row. He recorded seven podium finishes in the race, second only to De Vlaeminck’s nine. In 1978, he beat De Vlaeminck and Jan Raas, in 1979, he beat De Vlaeminck and Hennie Kuiper, and in 1980, he beat Gilbert Duclos-Lassalle and Dietrich Thurau. He placed third in 1981, behind Bernard Hinault and De Vlaeminck, and third again in 1983, behind Hennie Kuiper and Jean-René Duclos-Lassalle. He rode Paris–Roubaix in his final season, 1987. Other significant wins include the Giro di Lombardia in 1975 and 1978, and Milan–San Remo in 1984.
Other Classics
Moser also won Paris–Tours in 1974, Züri-Metzgete in 1977, Gent–Wevelgem in 1979, and La Flèche Wallonne in 1977.
Grand Tours
Moser had notable success in three-week stage races. He rode the Tour de France once, in 1975, winning two stages, leading the race for seven days, and taking the inaugural young rider classification. He won the 1984 Giro d’Italia ahead of Laurent Fignon and Moreno Argentin. On an unusually flat route, he maximized his time trials and utilized aerodynamic equipment, including full-disc wheels, similar to those used for his Hour Record rides earlier that year. The 1984 Giro has been criticized for route changes and officiating decisions, yet his win stands. He also won the Giro points classification in 1976, 1977, 1978, and 1982.
Other Accomplishments
Moser competed in the individual road race and the team time trial at the 1972 Summer Olympics. On 19 January 1984 in Mexico City, he broke Eddy Merckx’s 1972 Hour Record by riding 50.808 km on an aerodynamic bike with disc wheels. He improved the mark again four days later. In 1997, the UCI reset the Hour Record rules to restrict equipment to a Merckx-era standard, and under those rules, Merckx’s distance stood until 2000. Moser later auctioned one of his Hour Record bikes to benefit UNICEF.
Public Service and Leadership
He served on the Regional Council of Trentino-Alto Adige from 1993 to 1998. He was the first chairman of the Cyclistes Professionnels Associés, representing riders on top-tier teams, from 1999 to 2007.
After Retirement
Moser founded Moser Cicli in Trento, producing about 2,000 to 3,000 frames annually. He also became a vintner, continuing the family winery with his children, Francesca, Carlo, and Ignazio, at Maso Villa Warth in the Valle di Cembra near Trento. He is an avid hunter and hosted the television series “A Caccia con Moser” on Sky Italia’s Caccia TV.
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Bar Augusto
Bar Augusto, located in Alme (Bergamo), Italy, was renowned for its support of cycling teams and its world-class bicycle racing collection that focused on trophies and race-worn jerseys. A family-owned business, the bar and its attached inn flourished in the 1970s and 1980s. Augusto Gotti, the enterprise’s face, welcomed amateur national teams to stay at Bar Augusto while the riders trained and raced in the region. Many Western and Eastern Bloc national teams embraced the Gotti family’s welcoming spirit and were among the most ardent supporters.

Bar Augusto 1966
Augusto Gotti (Center) with Edy Schütz (Left), Luxembourg National Champion and winner of the 1966 Tour of Luxembourg, and an unknown third person pictured in the interior of the famous watering hole.
Augusto was a devoted cycling fan and astute collector of jerseys. Active and retired professional and amateur riders gave the bar hundreds of jerseys, all hung with pride on the walls of the storied bar. The jersey collection read like a venerable who’s who of the cycling world from the 1950s through the 1980s. Coppi, Gimondi, Motta, Merckx, Anquetil, Van Looy, Altig, and hundreds more professional jerseys hung alongside the best of the best Eastern Bloc riders. Given its incredible diversity, depth, and breadth, it would be challenging, if not impossible, to build the same collection today.
With time, Augusto decided to retire, close the bar, and enjoy a more relaxed pace of life in his autumn years. A year or so before Augusto passed away, and with the help of former Polish and US National Team Coach Eddie Borysewicz, we were honored to acquire the Gotti Collection. Augusto’s and our collection combined beautifully, and between the two, there were only two overlapping items: an Eddy Merckx maillot jaune and a Bernard Hinault Renault team jersey. To this day, our collection is what is thanks in no small measure to a quaint bar and inn tucked into a picturesque valley in Northern Italy.
By Brett Horton, Jan 2021
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Each jersey is one of a kind; please look carefully at the photos to determine the condition.












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