It’s fitting that fishing reel maker Abu Garcia began near the banks of the Mörrum River, one of Sweden’s favorite places to fish. But in 1921, when Carl August Borgström started the company, its first products were watches and other precision timing devices.

That focus changed in the late 1930s, when Borgström’s son Göte took over the company. Göte, you see, was an avid fisherman as well as a mechanical engineer, and his interests, coupled with depressed demand for his company’s products, prompted him to shift gears.

Göte’s first fishing reel was the Abu Record, produced in 1941. After World War II, the company made an ice-fishing reel called the Pimpel—they were cheap at the time but are scarce, rare, and expensive for collectors today.

Abu Garcia’s most famous fishing reel, the Record Ambassadeur Model SG, arrived in 1952. From the beginning, the reel was hugely popular, quickly gaining a worldwide following. Purists believe the reel should be red, as apparently preferred by Göte Borgström himself, but his company made the reels in red, green, black, and even gold, which gives collectors more to acquire today. The Ambassadeur family of vintage fishing reels includes the original SG, followed by the 5000, 5500, and 6000.


Best of the Web (“Hall of Fame”)

Joes Old Lures

Joes Old Lures

Joe Yates' website is a great showcase for hundreds of old fishing lures, providing high resolution photos and in m… [read review or visit site]

Mrlurebox.com

Mrlurebox.com

Take a big bite - you won't want to just nibble at Robbie Pavey's gallery of over 300 antique fishing lures, many w… [read review or visit site]

AntiqueLures.com

AntiqueLures.com

This extensive site features over 500 pages of information on pre-1940 wood fishing lures and lure boxes. Start wit… [read review or visit site]

Oldfishinglure.com

Oldfishinglure.com

This site is sure to snag you with its great collection of fishing lures from the early 1900s. Includes lures from … [read review or visit site]

TackleCollecting.com

TackleCollecting.com

Larry Nicholson's site dedicated to vintage fishing lures. Features beautiful images of lures and boxes from Fred A… [read review or visit site]



Clubs & Associations

Discussion Forums

Other Great Reference Sites

Most watched eBay auctions    

Vintage Rare Abu Garcia Ambassadeur 5000x Fishing Reel Foot #508670 4 Screw NewNew Ambassadeur Abu Garcia Revo Premier Rh 6.4:1 11bb Baitcast Reel $299 Retail!1953 Record Ambassadeur 5000 Mod. Sg Reel (abu/svängsta/sweden)Abu Garcia Ambassadeur 6500 C4 Elite Reel Gear Ratio 6.3:1 - Great Cond New Ambassadeur Abu Garcia Revo Mgx Rh 7.1:1 10bb Baitcast Reel $349.99 Retail!!Vintage Abu Ambassadeur 7000 . New In Box !!Abu Garcia 6500cl Big Game - Ambassadeur Int'l Sweden1976 Abu Ambassadeur 6500c Reel. Rare No-garcia Model. **nib**New Ambassadeur Abu Garcia Revo Premier Rh 7.1:1 11bb Baitcast Reel $299 Retail!Abu Garcia Ambassadeur 5500c Baitcasting Reel - Excellent Mechanical Condition!!Abu Garcia Ambassadeur 6501-c3 Left Hand Bait Casting Reel Abu Garcia Ambassadeur 4600 C4 The Original EliteOld Vintage Abu Garcia 3000 Reel Ambassadeur Sweden Fishing Tackle Swedish BoxAbu Garcia Ambassadeur 5500c Syncro Reel - Excellent Condition, Made In SwedenAbu Ambassadeur Black 1500c, New Ft.#09 89 0 90 1988-89 Rare!!!1979 Abu Ambassadeur 7000 Reel. **mib**Vtg Mnb Abu Garcia Ambassadeur Morrum Mag Sx 1600 C Bag Lube Wrench Sweden RareAbu Garcia Ambassadeur 6500 C4 High Speed Reel Gear Ratio 6.3:1 - Great Cond Abu Garcia 6500c4 Ambassadeur Reel Abu Garcia Ambassadeur 5500c, Fresh Service, Excellent Condition. Smooth! Abu Garcia Ambassadeur 7000cs Pro Rocket The Original Baitcasting Reel/rare/niceNib Abu Garcia Ambassadeur Revo Inshore Baitcast Reel, 7.1:1 Rvo3New Abu Garcia Ambassadeur 6600 C4 Classic Round 6.3:1 Baitcast Reel!!Abu Garcia Ambassadeur 6500 C3 Fishing ReelAbu Garcia Ambassadeur 4600ca Bait Cast Reel, 1970's Sweden.Vintage Abu Garcia Ambassadeur 6500c High Speed Baitcasting Reel/in Box/tough!Abu Garcia Ambassadeur Red 6500 C3 Baitcaster Fishing Reel Made Sweden 2 SpeedOld Vintage Abu Garcia 4000 Reel Ambassadeur Sweden Fishing Tackle Box SwedishAbu Garcia Ambassadeur Vantage Plus 5000c, Fresh Service, Upgraded To 5500c3Garcia Ambassadeur Model 5500 Bait Casting Reel/rare Copper Color/reel Case++++W11) Vintage Abu Garcia Ambassadeur 5000 Bait Casting Fishing ReelAbu Garcia - Ambassadeur 5000 - C --- Baitcasting Reel -- Lightly Used. (nice)Abu Garcia Ambassadeur 5500c, Fresh Service, Nice Condition, Made In SwedenAbu Garcia Ambassadeur 5500c3 Baitcasting Fishing ReelVintage Abu Garcia Ambassadeur Fishing Reel - Model 5000 - Works GreatVintage Abu Garcia Ambassadeur 5500 C Baitcasting #84-4 87-88 Bass Fishing ReelAbu Garcia® Ambassadeur® Blue Yonder Baitcast Reel Right-handed "reconditioned"Good Vintage Abu Garcia Ambassadeur 9000 Two Speed Fishing Reel - SwedenAbu Garcia Ambassadeur 4600-c3 Baitcasting Reel " The Original " Made In SwedenAbu Garcia Ambassadeur Red & Black Hpss 5600c Baitcasting Reel Hank Parker W/boxAbu Garcia Ambassadeur 5000 Reel Case & Box, 1960's Sweden.Ambassadeur Abu Garcia 5500c3 Baitcast Baitcasting Reel Nice No Reserve Auction Abu Garcia Ambassadeur C4 5600c4 Freshwater Fishing ReelAbu Garcia Ambassadeur 4600 C4 Baitcast Reel Very Great Condition Abu Garcia 6000c Reel-ambassadeur-abu Garcia 6000c,. Works Great !!Ambassadeur 7000 Baitcast Reel / Sweden Made Abu Garcia Ambassadeur 4600c4 Baitcast Reel Nice No Reserve Auction Very Nice Abu Garcia Ambassadeur 6500al Fishing Reel Abu Garcia Ultra Mag Xl Iii Ambassadeur Reel Nib Vintage Abu Garcia Ambassadeur Fishing Reel W/ Box - Model 5500-c3 ~ Works GreatVintage Reel Abu Ambassadeur 5001 C New In BoxAmbassadeur Garcia Model 5500 Striper Bait Casting Reel In Original Box/extras!!New Abu Garcia Ambassadeur 6600 C4 Classic Round 6.3:1 Baitcast Reel!!Abu Garcia Ambassadeur Revo S Baitcasting 9 Bearings Freshwater Fishing ReelAbu Garcia Ambassadeur 6500tccm Carpmaster Fishing Reel SwedenVintage Ambassadeur 5000 D Reel : Abu Garcia / Made In Sweden Abu Garcia Ambassadeur 5000a Baitcast Fishing ReelAbu Garcia Ambassadeur C5 6600c5 Mag-x Power Handle, Carbon Drag, Power Pro LineW16) Vintage Abu Garcia Ambassadeur 7000c Casting Fishing Reel SwedenVintage Abu Ambassadeur 6000 Fishing Reel, Early 4 Screw Frame Model