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 Abu Garcia Ambassadeur 2500c Lure Bait Casting Reel #760200 Rare Find ExVtg Abu Garcia Ambassadeur 5000 Fishing Bait Casting Reel Sweden W/ Box - New !Vintage Abu Ambassadeur De Luxe 5000 4 Screw In Vg Cond. W/teakwood Box. L@@k!Abu Garcia Ambassadeur 7000 Baitcasting Reel In Original BoxAbu Garcia Ambassadeur 5000,4500cs, Baitcasting Reels Fish Parts Broken BassServiced Abu Garcia Revo Ambassadeur Inshore Left Handed Ins-l Baitcasting ReelAbu Garcia Ambassadeur 7000 C3 Casting ReelAbu Garcia Ambassadeur 6500 C3 Reel-near Mint ConditionVintage Abu Garcia Ambassadeur 2500c Lure Bait Casting Reel #760800 Rare Find Ex Abu Garcia Ambassadeur 7000 Fishing Reel2 Abu Garcia Ambassadeur 4600c5 Casting Reels- Used - Very GoodAbu Garcia Ambassadeur 6500-c3 And A Penn Jig-master N501- Great ConditionAbu Garcia Ambassadeur 6500-c4Abu Garcia Ambassadeur 6500 C3Abu Garcia Ambassadeur 7000c4ldAbu Garcia Ambassadeur 6500 C3 Bait Casting ReelAbu Garcia Ambassadeur 6600c4 Baitcast Fishing Reel In Excellent ConditionFishing Reel Abu Garcia Ambassadeur 6500 Tcs Trophy Collection Abu Garcia Ambassadeur Rocket Edition 6500cs B Pro Rocket Casting Reel2 Abu Garcia Ambassadeur 4600c5 Casting Reels- Used - Very GoodVintage Abu Ambassadeur 5500 Red Fishing Reel Gently UsedAbu Garcia Ambassadeur 5600 Ws Right Hand Bait Cast Reel New Display ModelTough Vintage Small Ambassadeur 1500c High Speed Baitcast ReelRare Vintage Abu Garcia Ambassadeur Light Cast 4500 Cb Baitcasting Fishing Reel!Abu Garcia Ambassadeur 6500c Custom Rocket Right Hand Baitcast Reel #1280790Abu Garcia 4600cb Ambassadeur Baitcaster New In Box - Mint !!! Made In Sweden1970's Abu Garcia Ambassadeur Silver 5500c Casting Reel W/ High Speed StickerAbu Garcia Ambassadeur Royal Express Gear Ratio 6:3:1 Original Fishing Reel Abu Garcia Ambassadeur Bg7000hsn Salmon Surf Baitcasting Reel New In Box Abu Garcia Ambassadeur 5600ws Baitcast ReelAbu Garcia Ambassadeur 6600w Bait Cast Reel Sweden 3 Ball Bearing #030004Vintage Abu Garcia Ambassadeur 4600c Lure Bait Casting Reel #780100 Very Rare ExAbu Garcia Ambassadeur...6500-c3Abu Garcia Ambassadeur 6501 C4 Baitcast Reel Left Hand Made In SwedenAbu Garcia Ambassadeur 5600c4Abu Garcia Ambassadeur 5500c3 Baitcaster Fishing Reel Ultra Cast Ergo Grip RightNew In Box Abu Garcia Ambassadeur Baitcast Reel 5600 C4 Mag Baitcast ReelAbu Garcia Ambassadeur C3 6500c3 Freshwater Fishing ReelAbu Garcia Ambassadeur 6000 Hi Speed Baitcasting ReelAbu Garcia Ambassadeur 6000 Reel-near Mint ConditionVintage Abu Garcia Ambassadeur 5500 Da Lure Bait Casting Reel #800200 Rare FindAbu Garcia Ambassadeur 6500cdl Right Hand Special Edition Custom Purple #1294324Abu Garcia Ambassadeur 6500c Custom Rocket Carpmaster Baitcast Reel Burgundy RedVintage Abu Garcia Ambassadeur 6000 C Very Nice Classic Reel In The Case2 Abu Garcia Ambassadeur 4600c3 Casting Reels- Used - GoodVintage Abu Ambassadeur 5500c Bait Casting Reel In The Box With Paper !!!!Abu Garcia Ambassadeur 6000c Black Vintage Casting Reel #770903Abu Ambassadeur 5500c Gun Metal Gray Abu Garcia Ambassadeur 6000 Bait Casting ReelVintage Abu Garcia Ambassadeur 5500 Casting Fishing Reel Box & Leather PouchAbu Garcia Ambassadeur 4600kc3 Casting Reel With BoxVintage Abu Ambassadeur 5500 Brown In Vg Condition. L@@k!!Excellent Ambassadeur 4600c4 High Speed Fishing ReelVintage Abu Garcia Ambassadeur 5500 C3 Baitcasting Bass Fishing Reel BaitcastVintage Abu Ambassadeur G2050 Baitcasting ReelAbu Garcia Ambassadeur 5000 Baitcast Reel Mint Condition VintageNib Abu Garcia Ambassadeur 6500 C4 Elite Fishing ReelVintage Garcia Abu Ambassadeur 5000 - Early 1960s - Box/case/papersEarly Vintage Abu Ambassadeur 5000 Bait Casting Reel Box, Paper & Leather Case!!Abu Garcia Ambassadeur 6500c4 Limited Edition Reel