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    

World Earliest (known) Red Record Ambassadeur 5000 For Sale Footnumber 108Vtg Mint Nib Abu Garcia Ambassadeur 6000 Box Manual Lube Case Sn~127109 Sweden Rare Vintage Set Of 2 Abu Garcia Ambassadeur 20 And 30 Fishing Reels ** 1975s Vtg Abu Garcia / Ambassadeur 5500 Champagne Gold 770200 / High Speed Reel / RareAbu Garcia Ambassadeur 5600c4 Bait Casting Fishing Reel Vintage Abu Ambassadeur 5000 Dl Fishing Reel #6873 With Wood BoxAbu Garcia 6000 Fishing Reel, Red AmbassadeurAmbassadeur Gold Presentation Reel 2500 C ? Or 1500 Cdl ?Abu Garcia 6500 Ambassadeur ReelAbu Garcia Ambassadeur 6500-c3 Bait Casting Fishing Reel Sweden Two SpeedAbu Garcia Ambassadeur 6600bcx Baitcasting ReelVintage Abu Garcia Ambassadeur 6500 Reel In Box All Paperwork In Superb Cond1970's Abu Ambassadeur 6000 Bait Cast ReelNice Used Abu Garcia Ambassadeur 5500-c3 Baitcasting ReelAbu Garcia Ambassadeur Revo Skeet Reese Baitcasting Reel LhVtg. Abu Garcia Ambassadeur No. 5000 Baitcasting Fishing Reel SwedenAmbassadeur 1500c With BoxAbu Garcia Ambassadeur 5000 Baitcasting Reel Made In Sweden Excellent ConditionVintage Ambassadeur 6500 High SpeedAbu Garcia Ambassadeur 5600c4 Blue Baitcasting Reel Gear Ratio 6.3:1 VgucVintage Ambassadeur Abu Garcia 5500 C "rare Black" Bait Casting Fishing ReelVintage Abu Garcia Ambassadeur 5000 Leather Case Booklets Repair Kit Sweden!Ambassadeur 6500c3Abu Garcia Ambassadeur 5600 Stx Bait Casting Reel 5 Bearings 5.9:1 RatioAbu Garcia Ambassadeur 6500-c3 Baitcasting Reel Made In SwedenVintage Abu Garcia Sweden Ambassadeur 5500c High Speed Fishing Reel Abu Garcia Ambassadeur 7000 C3 ReelVintage Ambassadeur Reel Dark Brown 5500Abu Garcia Ambassadeur Black Max Baitcasting Reel With Flippin' SwitchAbu Garcia M3600c Morrum Ambassadeur Baitcasting ReelVintage Abu Garcia Ambassadeur No. 5000c Bait Casting ReelAbu Garcia Ambassadeur V 5000 Green Casting ReelVintage Abu Garcia Ambassadeur 5500c Bait Casting Reel W Case, #730101 ExcellentNew Model Abu Garcia 6501c3 Ambassadeur Baitcasting Reel Lh 3bb 5.3:1 14/245 Abu Garcia Ambassadeur 10000c Big GameAbu Garcia Ambassadeur C4 5600c4 Freshwater Fishing ReelVintage Abu Ambassadeur 5500c 3 Screw Bait Casting Reel In Box W/paper Mint!!Abu Garcia Ambassadeur Record No. 60 Fishing ReelAbu Garcia Ambassadeur 7000i Casting ReelAbu Garcia Ambassadeur C3 6500c3 Freshwater Fishing Reel - Most Likely Never UseAbu Garcia Ambassadeur Revo Sx Baitcasting Reel 11 Ball Bearings Black VgucAbu Garcia Ambassadeur #6501c3 Baitcaster Left HandAbu Garcia Ambassadeur 6600 Brute 6.3:1 Ratio Baitcasting Reel Abu Garcia Ambassadeur 5601 Ab Baitcast Reel Left Hand Abu Garcia Ambassadeur One 5000 Black Baitcasting ReelAbu Garcia Ambassadeur 6500cs Pro Rocket Orange Right Hand Reel 2014 #1338764Abu Garcia Ambassadeur 7000 C3 Right Hand Baitcast Reel Display Model NibAbu Garcia Ambassadeur 6000 Bait Casting Reel Gear Ratio 5.3:1Abu Ambassadeur 5600 Ca High Speed. Nice Abu Garcia Ambassadeur 6501-c3 Baitcasting Reel Shakespeare Ugly Stik Spl 1100 60 6' Fishing Rod With Abu Ambassadeur ReelNice Abu Garcia Ambassadeur 5000 Reel No Reserve !! C3 6500 5500Vintage Abu Garcia Ambassadeur 5000 SwedenAbu Garcia Ambassadeur 3500c Baitcasting ReelAbu Garcia Ambassadeur 6500cs Pro Rocket Red Right Hand Reel 2014 #1338763Abu Garcia Ambassadeur 5600cl Rocket Orange Right Hand Baitcast Reel MintyAbu Ambassadeur 5500 D Hi Speed Reel Vintage Green Ambassadeur Reel Vintage FishAbu Garcia Ambassadeur 5600sx Baitcasting Fishing ReelVintage Abu Garcia Ambassadeur 5500c Casting Fishing Reel W/box And OtherLot Of 2 Abu Garcia Ambassadeur S 6'6" Medium Heavy Casting Rods( Amb661mh ).