Founded in 1926, W. Apolloni has been in business for three generations and is now directed by Marco Fabio Apolloni, a writer, journalist and art historian trained at the Courtauld Institute in London. During its successful history the gallery has sold many masterpieces to museums in Italy and abroad.

In 2012, he and wife Monica Cardarelli founded Galleria del Laocoonte, presenting works by 20th century Italian artists via exhibitions at their gallery in Rome, fairs across Europe and even in museums.