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    

Very Scarce Opportunity Vintage Abu Ambassadeur 6600c, 5600c (1977) 4600c (1978)Abu Garcia Ambassadeur 7000-c3 High Speed Conventional Fishing ReelVintage Abu Ambassadeur 2500c Casting / Fishing Reel - Made In SwedenAbu Garcia Ambassadeur 7000 Vintage Made In Sweden Good Condition Free Ship Nr!Mint Unused Abu Ambassadeur 1500c (1977) !2 Abu Garcia Ambassadeur 4600c5 Casting Reels- Used - Very GoodAbu Garcia Ambassadeur Bg 7000 Hs Big Game - Good Condition Free Shipping Nr!Abu Garcia 7000 C3 Ambassadeur Fishing Reel Baitcast Salt WaterAbu Garcia Ambassadeur 6500c Custom Rainbow Rocket Right Hand Reel #1312365Lot Of 2- Older Used Abu Garcia Ambassadeur 7000 C Fishing ReelsAbu Garcia Ambassadeur Ultra Mag Xl Plus Flipping Casting Reel New Condition NosAbu Garcia Ambassadeur 6600c4 Reel2 Abu Garcia Ambassadeur 4600c4 Casting Reels- Used - Very GoodAbu Garcia Ambassadeur 7000b Green Vintage Fishing Reel - Mint - Look!!Abu Garcia Ambassadeur 6600 C4 Freshwater Fishing Reel2 Abu Garcia Ambassadeur 4600c3 Casting Reels- Used - GoodAbu Garcia Ambassadeur 5500c High Speed Fishing Reel Reels VintageVintage Abu Sweden Ambassadeur 1500 C Fishing Reel, Ex. Cond. Abu Garcia Ambassadeur 4601c3 Baitcasting Reel Left HandAbu Garcia Ambassadeur 7000ics Pro Rocket Baitcasting ReelAbu Garcia Ambassadeur 6600c4 Baitcasting Reel Abu Garcia Ambassadeur 4600c3 Fishing Reel Reels The OriginalAbu Garcia Ambassadeur Revo Toro Winch 50 Baitcast Nib2 Abu Garcia Ambassadeur 5600c4 Casting Reels- Used - GoodVintage Ambassadeur 6500c Casting Reel High Speed Very Nice Gray 730901, 1970'sRare Abu Ambassadeur Black 2500c Reel Mint In Morrum Forrell Box Plus ExtrasVintage Abu Ambassadeur 6500c In Vg Cond. W/leather Case & Accessories. L@@k!!Abu Garcia Ambassadeur Orra Sx Baitcasting Reel - NewAmbassadeur 5500 C Reel - Original Box - Accessories - Manual -near Mint Cond.Abu Garcia Ambassadeur Revo Toro 50 Hs High Speed Baitcast Nib Display ModelAbu Garcia Ambassadeur 7000ic3 Freshwater Fishing ReelThe Original Ambassadeur 6500c4 High Speed Abu Garcia Fishing Reel New - No BoxAbu Garcia 6500c3 Ambassadeur Classic Fishing Reel Sweden Baitcasting 6500 C3Abu Garcia Ambassadeur 4600c4 High Speed Fishing Reel Reels The OriginalVintage Abu Ambassadeur 2050 Baitcaster Reel Rare Made In SweedenAbu Garcia Ambassadeur 7000c3 Baitcast Fishing Reel Sweden 4:1:1 Bearings UsedAbu Garcia Ambassadeur 6500cdl Right Hand Special Edition Custom Purple #1294324Vintage Abu Garcia Ambassadeur 1000 Red Casting Reel From Sweden Nice ReelVintage Abu Garcia Ambassadeur 2500c Baitcasting Fishing ReelAbu Ambassadeur 2050 Casting Reel Red W/ Ivory Colored SpacersAbu Ambassadeur 1500c (red) Reel - With Iar. Narrow Version Of 2500c.Abu Garcia Ambassadeur Baitcaster 7000 C3 Striper Conventional Reel Silver NewAbu Garcia Ambassadeur 6600 C4 Level Wind Fishing ReelBrand New Abu Garcia Ambassadeur 50th Anniversary 5501 C3 Limited Edition ReelNice Used Abu Garcia Ambassadeur No. 61 Record Baitcaster Casting Reel Left Lh Abu Garcia Ambassadeur Revo Sx W. Box & Manuals Baitcasting Bass Fishing ReelVintage Ambassadeur 2500c High Speed Bait Casting ReelNew Abu Garcia Ambassadeur Revo Premier 6.4:1 Right Hand Baitcast Reel Abu Garcia Ambassadeur C3 6500c3 Freshwater Fishing ReelAbu Garcia Ambassadeur Revo Toro Winch 50 Baitcast NibAbu Garcia Ambassadeur Alphamar 12 Swedish EngineeredAbu Garcia Ambassadeur 7000ic3 Freshwater Fishing ReelAbu Garcia 6500 - C3 Ambassadeur ReelAbu Garcia Ambassadeur 7000 C3 Freshwater Fishing ReelAbu Garcia Ambassadeur 6600 Record Baitcaster Casting Reel New No BoxAbu Garcia Ambassadeur Limited Edition Police Baitcasting Reel Blue #439 Of 911 Abu Garcia Ambassadeur 6601c4 Left Hand RetrieveAbu Garcia Ambassadeur 4600c3 Baitcasting Fishing Reel With Box... No Reserve!Abu Garcia Ambassadeur Revo S Baitcasting ReelAbu Ambassadeur 6000 Red And Chrome Casting Baitcasting Fishing Reel