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]

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]

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]

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]

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    

Abu Garcia Revo Toro Winch Fishing Reel Toro 60 Ambassadeur Heavy Duty Reel! WowAbu Garcia Ambassadeur 5500c Bait Casting Reel; Never Removed From Box; NewAbu Garcia Ambassadeur 7000hs Big Game Reel Gear Ratio 5.3:1Abu Ambassadeur 6000 Old Fishing Reel In Original BoxAbu Garcia Ambassadeur 6500c4 High Speed Fish Reel, Sweden, With Box, PapersAbu Garcia Ambassadeur 5600c4 Police Edition Right Hand Baitcast Reel #1139233Abu Ambassadeur Brown No. 2500 C Fishing Reel/reels Vintage Abu Garcia Ambassadeur Orra Sx-hs 8-bearing Baitcasting Reel - New / NibAbu Ambassadeur Fishiing Reel-bronze Color-excellentAbu Garcia Ambassadeur 7000 CsVintage Abu Ambassadeur 5000c In Vg Cond. W/box & AccessoriesAbu Ambassadeur 5500 D Direct Drive Classic ReelNice One Owner Abu Garcia Ambassadeur 5600ab Baitcasting Reel Anti Backlash(4) New Abu Garcia Ambassadeur S 6'6" 1pc Medium Heavy Casting Rods (ambs661mh)Ambassadeur 5500c Casting Reel Gunmetal Blue Made In SwedenAbu Garcia Ambassadeur 9000 Fishing ReelAbu Garcia Ambassadeur 5500-c3 Baitcasting Reel Free Shipping!!Abu Ambassadeur Brown No. 4000 D Fishing Reel/reels Vintage Vintage Used Casting Fish Reel Abu Ambassadeur 5000 In CaseAbu Garcia Ambassadeur 2500ci Green Bait Casting Reel Nib Made In Sweden 212(lot Of 2) Abu Garcia Ambassadeur Sx 5601 5.3:1 Left Hand Baitcast Reel Clam PkVintage Abu Ambassadeur 5500c Reel - NiceBeautiful Ambassadeur 5001c Lefty / Case / PapersAbu Garcia Ambassadeur " One 5000 " The Original Baitcasting ReelAbu Garcia Ambassadeur Sx7700cl Bait Casting Reel Pre-owned NiceAbu Garcia Ambassadeur 7000 C High Speed Baitcasting Fishing Reel Excellent PlusAbu Garcia Ambassadeur Uc 4600 C Baitcasting Reel SwedenVintage Abu Garcia Ambassadeur Fishing Reel - Model 5500-hcl, Clean Works GreatVintage Abu Ambassadeur 6500c, #730801, N/mint!!!(lot Of 2) Abu Garcia Ambassadeur Sx 6601 5.3:1 Left Hand Baitcast Reel Clam PkAmbassadeur 5000 With Case Old Fishing Reel.1Abu Garcia Ambassadeur C3 6500c3 Freshwater Fishing Reel Carbontex Drag Vintage Abu Garcia Ambassadeur Fishing Reel Model 5000 Used 750203 RedAbu Garcia Ambassadeur Revo Premier Prm-l Left Handed Baitcasting Bass Reel NewVintage Abu Garcia Ambassadeur Tgc5000c Baitcasting Reel Sweden Made #100117/51Abu Garcia 5000d AmbassadeurAbu Garcia Ambassadeur 5000dAbu Garcia Ambassadeur 6500c Custom Rainbow Rocket Right Hand Reel #1312365Abu Garcia Ambassadeur Big Game " Blue Yonder 7000by " Baitcasting ReelAbu Garcia Ambassadeur 6500c Custom Olive Brown Rocket Right Hand Reel #1317546Abu Garcia Ambassadeur 5500da High Speed Old Baitcast Reel Made In SwedenAbu Garcia Ambassadeur Classic 4600 C4 Baitcaster Reel--right HandAbu Garcia Ambassadeur 5500c3 Freshwater Fishing ReelAbu Garcia Ambassadeur 6500 C Bait Cast Reel- SwedenLot Of 2 Reels Ambassadeur 6500s & Bass Pro Shops Johnny Morris Xps Jcl10sha (neAbu Garcia Ambassadeur 6000 CaAbu Garcia AmbassadeurAbu Garcia Ambassadeur 6500c Custom Black Rocket Right Hand Reel #1317549Abu Garcia Ambassadeur 7000ic3 Baitcasting Reel Striper Conventional NewAbu Ambassadeur 5500 Cs Pro Rocket Reel With Box Unused Nice 1Abu Garcia Ambassadeur 5500- C3 Bait Cast Reel- SwedenAbu Garcia Ambassadeur 4600c3Vintage Garcia Ambassadeur 2600 ~made In Sweden ~ Excellent ConditionVintage Estate Abu 2050 G Red Ambassadeur Fishing Reel Original Braided Line1994 Ambassadeur 7000-c3 Blue Sample Reel/none In ProductionAbu Garcia Ambassadeur Record 6600 "new" Made In SwedenAmbassadeur 6500 Tcst Abu Garcia Ambassadeur Revo S Baitcasting Reel, Rh., 9 Bearings, 6.4:1 GearsAbu Garcia Ambassadeur 6600 C5 Mag-x Baitcasting Reel New In Box With PapersAbu Garcia Ambassadeur 6500c3 Sweden Baitcaster - Good Condition