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    

Vintage Abu Garcia Ambassadeur 1500c Baitcasting Reel Made In SwedenAbu Garcia Ambassadeur 5000c #13620 Deluxe Fishing Reel W/ Original DovetailboxAbu Garcia Ambassadeur 5600 C4 Blue Round Baitcasting Reel MuskyVintage Abu Ambassadeur 4500 Casting Reel Fishing Sweden 780100 RedAmbassadeur Abu Garica Baitcasting Reel Its A Gem Abu Garcia Ambassadeur 1500c #771100 High Speed Pebble Foot With Box Very NiceAbu Ambassadeur 5500 Red Hi Speed ReelAbu Garcia Ambassadeur 7000c3 Baitcast Fishing Reel Sweden 4:1:1 Bearings UsedVintage 1954 Record Ambassadeur 5000 Fishing Reel Blank Foot Roman Numeral ViiiVintage Garcia 8000 Ambassadeur Abu Sweden Near Mint 2 Speed Casting ReelAbu Garcia Ambassadeur 1500 C Fishing Reel High Condition Scarce SilverAbu Garcia Ambassadeur Bcx 6600 Baitcasting Reel No Reserve.Ambassadeur Abu Garcia Revo S Rh 6.4:1 9bb Baitcast Reel!Abu Garcia Ambassadeur 5000 C Anniversary Made In SwedenAbu Garcia Ambassadeur The Original 6500 C3 Bait Cast NewAbu Garcia Ambassadeur 6500c Baitcasting Reel With Box & PaperworkAbu Garcia Ambassadeur 6500 C3 (high Speed Retrieve Ultra Cast)-(bait Click)!!!!Abu Ambassadeur 6500c Casting Reel Gunmetal Grey/blue Big A Near Mint!Vintage Abu Ambassadeur 4000 D Casting Reel Fishing Sweden 740300 Copper Ambassadeur Abu Garcia 2050 Level Wind Fishing Reel Sweden Abu Ambassadeur 7000 Fishing Reel For Parts Assembled In Sweden *abu Garcia Ambassadeur 6500 Right Hand Baitcasting Reel / Ambs-6500Vintage Abu Garcia Ambassadeur Hpss 5600c Casting Reel Fishing Sweden 110112 44Abu Garcia Ambassadeur Orra Sx Baitcasting Reel - NewAbu Garcia Ambassadeur Revo Inshore Rvo3 Ins Low Profile Baitcast Display ModelAbu Garcia Ambassadeur 6500c3 Level Wind Bait Casting ReelAbu Garcia Ambassadeur 5500c #771003 Power Handle Pebble Foot Parts Tube OilerVintage Abu Garcia Ambassadeur 6000 With Box Nm! Fishing Reel Antique TackleAmbassadeur Abu Garcia 6501-c3 ReelAbu Garcia Ambassadeur 6000c Fishing Reel SwedenAmbassadeur 7000 By Abu, Serial No. 800601. Looks Good Works Great P.h.Vintage Abu Garcia Ambassadeur 4600c. Red Thumbar High Speed Model, Near Mint.Vintage Abu Garcia Ambassadeur S5600c Pro Series Aluminum BodyVintage Abu Garcia Ambassadeur 5000c With Box Nm !fishing Reel Antique Tackle Nr Abu Garcia Ambassadeur Tournament T 6600 Cl Tc66 Baitcast Reel2 Abu Garcia Ambassadeur S 6' 6" Medium Heavy Casting Rods No Reserve..Vintage Abu Garcia Ambassadeur 5501-c3 Baitcasting Reel/left-handed/in Box/tough Abu Ambassadeur 7000 High Speed Fishing Reel Abu Garcia Ambassadeur 5500c High Speed Freshwater Baitcasting Reel Sweden RareNew In Box Nib 1997 Abu Garcia Ambassadeur 5500 C3 Chrome Baitcasting Reel Abu Ambassadeur 5500c Reel With Case. Collector Grade !!!Abu Garcia Ambassadeur C4 5600c4 Freshwater Fishing Reel - The OriginalAbu Garcia Record Ambassadeur 5000 Mod Sg Freshwater Fishing Reel6 Abu Garcia Ambassadeur 6500 Fishing Reels / MuskieAbu Garcia Baitcasting Reel Revo Premier Prm-hs Ambassadeur No ReserveAbu Garcia Ambassadeur 7000 I Baitcast Reel Abu Garcia Ambassadeur 5500 Cl3 Casting Reel New In BoxAbu Garcia Ambassadeur 6500 C3 Right Hand Bait Cast Reel Abu Garcia Ambassadeur 6000 Fishing Reel SwedenAbu Garcia Ambassadeur 6500c4 High Speed Baitcasting Fishing Reel, Abu Garcia Ambassadeur Tgc5000c, Super Smooth, Clean,Abu Sweden Ambassadeur 4000d Brown Direct Drive Bait Casting Reel Made In SwedenAbu Ambassadeur 5000c De Luxe Rt Side PlateNice Used Abu Garcia Ambassadeur Black Max W/ Flippin' Switch Baitcast Reel!!! Abu Ambassadeur 7000 Fishing Reel Frame Assembled In Sweden Abu Garcia Ambassadeur Rocket 6500 Cs Rocket Aurora Made In SwedenVintage Garcia Ambassadeur 1750a Reel In BoxAbu Garcia Ambassadeur Record Rcn 60 Hc! Brand New With Box And Paperwork!!!Abu Garcia Ambassadeur 6500c Hi Speed Baitcasting Reel Made In Sweden Ex. Cond.Abu Garcia Ambassadeur 5500 C Casting Reel