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 6500c4 High Speed Baitcasting Fishing Reel Made In SwedenVintage Abu Garcia Ambassadeur 3500 C Lure Bait Casting Reel #831100 Nib Mint Abu Garcia Ambassadeur 6500c4Vintage Abu Garcia Ambassadeur 5500 C Lure Bait Casting Reel #811100 Ex In BoxVintage Abu Garcia Ambassadeur 4000 D Lure Bait Casting Reel #750300 Works Exlt Vintage Rare Abu Ambassadeur 6000 Record Casting Fishing Reel 4 Screw Nice!Abu Garcia Ambassadeur 6500 C3 Baitcasting Reel Abu Garcia Ambassadeur (ambassador) Bg 7000 Hsn. Made In Sweden. New In Box! NrAbu Garcia Ambassadeur 6500c3 Fishing Reel No Reserve!!! $1Abu Garcia Ambassadeur 6500c Restored And Customized By Simon ShimomuraAbu Garcia Ambassadeur 5500c, 5500cdl Restored-customized By Simon ShimomuraNice Abu Garcia Ambassadeur 6500c4 Muskie Casting Fishing Reel In Box L@@kAbu Garcia Ambassadeur Classic 6500 C3 Striper Baitcast Reel Display ModelVintage Abu Garcia Ambassadeur 5500c Lure Bait Casting Reel #740902 Dark Gray ExAbu Ambassadeur 5500c Casting Reel Serial No. 740702 Excellent Condition!Vintage Abu Garcia Ambassadeur Fishing Reel - Model 5500-c - Works GreatVtg Black Ambassadeur 5500c High Speed Casting Reel 791104 + Box, Paperwork NiceNew Abu Garcia Ambassadeur 5500s Right Hand Baitcasting Reel Ambs-5500Vintage Abu Garcia Ambassadeur 5000 Lure Bait Casting Reel #331147 Ex Case W XtrAbu Garcia Ambassadeur 4600c5 Mag-x Baitcasting Fishing Reel For Parts, SwedenVintage Abu Garcia Ambassadeur 6000 Lure Bait Casting Reel #730103 Works PerfectAbu Garcia Ambassadeur 5000, 35th Anniversary Baitcasting Reel W/box, Sweden Abu Garcia Ambassadeur 550 Plus Baitcasting Fishing Reel Ultra Cast SwedenAbu Garcia Ambassadeur 5500 C3 "the Original" No ReserveVintage Abu Garcia Ambassadeur 6500c Reel,foot # 761204 Made In SwedenAbu Garcia Ambassadeur 6500 C3 Bait Casting Fishing Reel (b3-25739-2)Vintage Abu Garcia Ambassadeur 5500ca Lure Bait Casting Reel #791100 Works ExcltVitage Abu Garcia Ambassadeur Reels Abu Garcia Ambassadeur 5500ssc4 Right-handed Baitcasting Fishing Reel SwedenVintage Abu Ambassadeur 5001c In Excellent Condition. W/box & Accessories. L@@k!Abu Garcia Ambassadeur 4600c Vintage ReelAbu Garcia Ambassadeur 5500 C Baitcasting Reel Made In SwedenVintage Abu Ambassadeur Spare Parts,oil Bottles Casting Weights And Lube 1750aAbu Garcia Ambassadeur 6500 C3 Made In Sweden - Free Shipping (fe1004124)Abu Garcia Ambassadeur 6600c5 Mag-x Reel, SwedenVintage Abu Garcia Ambassadeur Ultra Mag Xl 11 Lure Bait Casting Reel #840200 ExAbu Garcia Ambassadeur Black Max2 Low Profile Baitcaster Reel New Abu Garcia Ambassadeur 5500s Right Hand Baitcasting Reel Ambs-5500Abu Garcia Ambassadeur 6500 Tcs Abu Garcia Ambassadeur High Speed 5500 # On Foot 770200 Only Made 1 YearAbu Garcia Ambassadeur 5600c5 Mag-x Baitcasting ReelAbu Garcia Ambassadeur 4500c - High Speed Baitcast Fishing Reel - Very NiceAbu Garcia Ambassadeur 6500cAbu Garcia Ambsx-6600 Ambassadeur Sx Baitcasting Fishing Reel Ambsx 6600Abu Garcia Ambassadeur 5000 - High Speed Baitcast Fishing Reel - Works GreatNice, Early, Ambassadeur 5000 D Great Reel!Nib Vintage Abu Garcia 5500c Ambassadeur Reel Abu Garcia Ambassadeur 7000 C Syncro Fishing ReelAbu Garcia Ambassadeur 4600ci Fishing Reel No Reserve!Abu Garcia Ambassadeur 5500-c3 Fishing ReelAbu Garcia Ambassadeur 5500-c3 Fishing ReelLot Of 7 Abu Garcia Ambassadeur S Baitcasting Fishing Rods - New With Tags!Abu Garcia Ambassadeur Revo S Fishing ReelAbu Garcia Ambassadeur 7000 Baitcasting Reel, Red, Round - Flymasters TradeupAbu Garcia Ambassadeur 5500 C3 Baitcasting Reel Nice.Vintage Abu Garcia Ambassadeur 5000 Lure Bait Casting Reel #725457 W/ Clicker ExAbu Garcia Ambassadeur Black Max 6600 Bait Casting Fishing Reel SwedenAbu Garcia Ambassadeur 5501-c3 Fishing Reels Lot Of 3 Left Handed Reel 5501c3Abu Garcia Ambassadeur 5001c Sweeden Fishing Reel VintageAbu Garcia Ambassadeur 6600 Cb Rare Model Fishing Reel 6600cb Wow!