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    

New Abu Garcia Ambassadeur 5000c 1975 Limited Owaa (writers) Edition W/box Very Nice Abu Garcia Ambassadeur 5500c 1980 ModelNear Mint Abu Garcia Ambassadeur 5500c Fishing Reel 1978 Abu Garcia Ambassadeur 6500c Baitcasting Reel Nice !!!Abu Ambassadeur 6000 C Salmon/pike/sea Reel Vintage Abu Ambassadeur 5500 Brown In Vg Condition L@@k!!!!Vintage Abu Garcia Ambassadeur 4600c Casting Fishing Reel Red Thumb Trigger (2) Abu Garcia Ambassadeur 6500 C4 Baitcasting Reel Lot Limited Edition VioletAbu Garcia Ambassadeur 5000-6500 Parts LotAbu Ambassadeur 5000c Black 4 Screw Baitcasting Reel Excellent Condition !!!Abu Garcia Ambassadeur 7000i Baitcasting Reel With Abu Power HandleAbu Ambassadeur 5500 Brown Baitcasting Reel !!!Abu Garcia Ambassadeur C3 6500c3 Freshwater Fishing ReelVintage Swedish Abu Garcia Ambassadeur 5500c Silver Baitcast Fishing ReelVintage Abu Garcia Ambassadeur Striper Reel Ambassador 1980 Mint ConditionAbu Ambassadeur 5500 Bronze ReelVintage Pristine Abu Garcia Ambassadeur 4600 Al Fast Cast In Box Made In Sweden!Abu Garcia Ambassadeur 6000 Baitcasting Reel Made In Sweden W/ Abu Power HandleAbu Garcia Ambassadeur 6500cdl Right Hand Special Edition Custom Blue #1313194Abu Garcia 10000i Ambassadeur Big Game Conventional Fishing Reel 1121282Abu Garcia Ambassadeur Pro Max 1600 Fishing Reel Made In SwedenAbu Garcia Ambassadeur 6500cdl Right Hand Special Edition Custom Purple #1294324Abu Garcia Ambassadeur Classic 5501 C3 Left Hand Baitcast Reel Nib Display ModelAbu Garcia Ambassadeur Revo Winch Left Handed Baitcast Nib Display ModelVintage Ambassadeur 5000 Fishing Reel & Box #2 Antique Tackle Abu Garcia LureAbu Garcia Ambassadeur 7000 I Baitcast Reel Vintage Abu Garcia Ambassadeur 5600c.with Box Very Clean And Good ConditionAbu Garcia Ambassadeur Black Max 1000 Right Hand Baitcasting Reel Made In SwedenAbu Garcia Ambassadeur 2500c-cdl Right Hand Custom Teal Limited Edition #1260016Excellent Abu Garcia Ambassadeur 6500c4 Musky,muskie Fishing Reel,castingNice Abu Garcia Ambassadeur 650 Plus Reel No Reserve !! 6500 SizeAbu Garcia Ambassadeur C3 5501c3 Freshwater Fishing ReelVintage Abu Garcia Ambassadeur 5000 Reel W/box, Parts, Oil, Wrench Near MintVintage Abu Garcia Ambassadeur 4500 C Bait Casting Reel Nice Foot 770400 Abu Garcia Ambassadeur 6000, Red, Ambassadeur In Script, Grooved SideplatesAbu Garcia Ambassadeur 5000c Deluxe 24k Gold PlatedAbu Garcia Ambassadeur 2500c High Speed Abu Garcia Ambassadeur 6500s Levelwind Casting Reel No Reserve.Abu Garcia Ambassadeur Record 40 Baitcasting Reel Made In SwedenAbu Garcia Ambassadeur Revo S Baitcasting ReelAbu Garcia Ambassadeur 5500-c3 Baitcasting Fishing Reel Freshwater / SaltwaterAbu Garcia Ambassadeur 6500c-cdl Right Hand Custom Teal Limited EditionAbu Garcia Ambassadeur Record Rcn 60 Hc Fresh Water Fishing ReelMint Abu Garcia Ambassadeur 6000b Rare Orange Baitcasting Reel. In Box,paperworkAbu Garcia Ambassadeur C3 6500c3 Abu Sweden Ambassadeur 8600 Vintage Fishing Reel.Abu Garcia Ambassadeur Alphamar 12 Level Wind Saltwater Striper Boat Reel NewAbu Garcia Ambassadeur 7000 I Baitcast Reel Abu Garcia Ambassadeur Bcx 5600 Baitcasting Reel No Reserve.New Ambs 5500 Abu Garcia Ambassadeur 5500s Bait Casting Reel 5.1:1 Right HandedVintage Abu Ambassadeur Left Hand 5001c Fishing Reel - Serial # 730802Abu Garcia Ambassadeur 5500lc Line Counter Reel 5.3:1 Gear Ratio Vintage Abu Garcia Ambassadeur Royal Express Iii Bait Casting Reel ! ! ! !Vtg Ambassadeur 5000 Reel In Display BoxAbu Garcia Ambassadeur The Original 6500c3Abu Garcia Ambassadeur 5600c Baitcasting ReelExcellent Abu Garcia Ambassadeur 6500 C3 Level Wind Fishing ReelVintage Swedish Abu Garcia Ambassadeur 5600al Red/black Baitcast Fishing ReelAbu Garcia Ambassadeur C3 -6500-c 5.3:1 Fishing Reel RhVintage Abu Garcia Ambassadeur 5500c High Speed Baitcasting Fishing Reel Sweden