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 Ambassadeur 5000 Baitcasting Reel Foot Number 504852Abu Ambassadeur 5500 D Direct Drive Classic ReelAbu Garcia Ambassadeur Model 6500cl3 Free Spool Casting ReelVery Rare Garcia Ambassadeur Record 5000 ReelAbu Garcia Ambassadeur 7000cl Big Game Collection Baitcasting Reel Abu Garcia Ambassadeur 6500c Custom Rainbow Rocket Right Hand Reel #1312365Abu Garcia Ambassadeur 6600cl Rocket Orange Fishing Reel Lot Vintage Abu Garcia Morrum M5600c Nib Ambassadeur#19 Abu Garcia Ambassadeur M6600 Cl Morrum Fishing Reel With Extra Power Handle#20 Abu Garcia Ambassadeur M6600 Cl Morrum Fishing Reel With Extra Power HandleAbu Garcia Ambassadeur 7500c3 Chrome Japan Special Sweden Levelwind Reel VgcVintage Garcia Ambassadeur 5000 Fishing Reel Pearl Handles (rh)Abu Garcia Ambassadeur 7000 Casting Fishing Reel -made In Sweden- Low Ser NoAbu Garcia Ambassadeur 5000 Casting Reel Mint Never Fished W/boxAbu Garcia Ambassadeur 6500c Custom Olive Brown Rocket Right Hand Reel #1317546Abu Garcia Ambassadeur 6500c Custom Black Rocket Right Hand Reel #1317549Vintage Garcia Ambassadeur 6000~box/paperwork/leather Case~excellent Condition!!Abu Garcia Ambassadeur 10000cl Sweden Levelwind Reel Very Good+Abu Garcia Ambassadeur 5600c4 Police Edition Right Hand Baitcast Reel #1139233Abu Garcia Ambassadeur 6600c5 Mag-x Baitcasting Reel - Unused Ambassadeur Abu High Speed 2500c Reel - Foot # 751200Vintage Abu Ambassadeur 6500 Freshwater Reel 760800- Pristine ConditionAbu Sweden Ambassadeur 2500c High Speed Fishing Reel Serial # 7602006 Abu Garcia Ambassadeur Reels 4-5000 & 2-6000 Made In SwedenAbu Garcia Ambassadeur C4 5600c4 Freshwater Fishing ReelAmbassadeur 5000c & V5000. Abu Garcia. Sweden ReelsAbu Garcia Ambassadeur 6600 C4 Made In Sweden Used Fishing Reel Abu Garcia Ambassadeur 4601c Gunnar Made In SwedenVintage Abu Garcia Ambassadeur 7000 Baitcasting Reel Sweden Excellent Condition!Abu Garcia Ambassadeur 2500c, 2500 C Fish Reel, Sweden, In Box + CaseAbu Garcia Ambassadeur 6500c4 Right Hand Baitcasting ReelVintage Abu Garcia High Speed Ambassadeur 7000b Reel*abu Garcia Ambassadeur 5600sx And 5600 Bcx Baitcasting Fishing Reel Abu Garcia Ambassadeur 7000 S# 76 601Abu Garcia Ambassadeur Royal Express Bait Casting Reel 6.3:1 Gear Ratio(lot Of 2) Abu Garcia Ambassadeur Sx 5601 5.3:1 Left Hand Baitcast Reel Clam PkAbu Garcia Ambassadeur 7000 Ic3Vtg Abu Garcia Ambassadeur 1500c Sn 771000 Case Box Manual Lube Wrench SwedenAbu Garcia Ambassadeur 7000 High Speed Fishing ReelVintage Abu Garcia Ambassadeur 7000Abu Garcia Ambassadeur Baitcasting Reel Limited Edition Police #235 Of 911Abu Garcia Ambassadeur Record 6600 Made In SwedenAbu Garcia Ambassadeur Classic 6600 C4 Blue Right Hand Reel Vintage Abu Garcia Ambassadeur 5500c Silver Fishing Reel Foot #771003 Preowned Abu Garcia 6500 C3 Ambassadeur Baitcasting Reel - 2 Speed - Excellent CondionAbu Garcia Ambassadeur 6500-c3 Bait Casting Reel, Sweden.Abu Garcia Ambassadeur 6500 Lc Baitcasting Fishing Reel 160018/23 - Excellent!Vintage Abu Ambassadeur 5000 & 6000 Fishing Bait Cast Reels Made In Sweden RedAbu Garcia Ambassadeur 5001c High Speed Retrieve Baitcasting Reel Abu Ambassadeur 6500-c3 High Speed Ultra Cast Very Nice Reel Made In SwedenExcellent Vintage Abu Ambassadeur G 2050 Levelwind Reel, Svelt Bag, SwedenRare Vintage Abu Garcia Ambassadeur 5500c High Speed Sweden Reel Gun Metal GrayAbu Sweden Ambassadeur 4500 Bait Caster Fishing ReelAbu Ambassadeur 2000 Baitcasting Reel Red Vintage WorkingAbu Sweden Ambassadeur 2500c High Speed Fish Fishing Reel # 760200 3 Abu Garcia Ambassadeur 5500c3, 1 6500-c3, 1 Daiwa Sealine 27h Fishing ReelNew Abu Garcia Ambassadeur Classic 6501 C3 5.3:1 Lh Round Baitcast Reel!Nice! Vintage Abu Ambassadeur 5000 Made In Sweden RedAbu Garcia Ambassadeur 5000c Baitcasting Reel Vintage VgcTwo Abu Ambassadeur #g 2650 Bait Casting Reels Made In Sweden