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Abu Garcia Fishing Reels

Abu Garcia Fishing Reels embody the durability and engineering generations of anglers have come to expect. Shop our Abu Garcia fishing reels today.
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AMBASS S RND RH SC RL (Package of 2)

  • 2 stainless steel ball bearings provides smooth operationMulti disc drag system gives smooth drag performanceCompact bent handle and star provide a more ergonomic design4 pin centrifugal brake gives consistent brake pressure throughout the castSynchronized level wind system improves line lay and castability

Value-packed power and performance. The Ambassadeur S gets the job done day after day with 2 stainless steel ball bearings that provide smooth operation. 12.5 pounds of drag pressure and a 4 pin centrifugal brake deliver power and controlled casting for a variety of situations. The addition of a bent handle and drag star translates into a more ergonomic feel for all day comfort.


In 1921, by the river of Morrum in Svangsta, Sweden, Carl August Borgstrom founded AB Urfabriken. The company manufactured pocket watches, telephone timers and taxi meters. Borgstrom was a brilliant craftsmen with a talent for light precision engineering; skills he had acquired during his years in the Halda watchmaking factory.

Unfortunately, World War II caused a sharp decline in the demand for taxi meters. Undaunted, Abu redirected its skills toward the development of precision Abu Garcia fishing reels used by anglers the world over. That's why Abu Garcia fishing reels later received the honor of being chosen "Purveyor To The Royal Swedish Court," a distinction bestowed upon a select group of manufacturers for consistently exceeding its highest standards of quality and craftsmanship.

Abu Garcia fishing reels influence on the sport fishing community is unmatched. Abu Garcia fishing reels remain firmly committed to maintaining its industry leadership position by providing anglers everywhere with the highest quality, most innovative products.

In 2014, Abu Garcia fishing reels re-launched its iconic Swedish made round reels with newly updated editions of its original Record, C4, C3, Pro Rocket and Morrum Swedish-made round reels. With upgraded performance and style, the new line of Abu Garcia fishing reels embody the trusted durability and engineering that generations of anglers have come to expect.

To mark this occasion a poignant and beautifully shot documentary has been produced that traces the history of one of the most revered fishing brands in the world, the Abu Garcia fishing reels. The film captures how from the banks of the Morrum river in Svangsta, Sweden, a watch maker emerges to develop the world's most sought after Abu Garcia fishing reels. Discover how "Alting Gar Igen", Everything Comes Around.

"For Life, The Story of Abu Garcia" was filmed in 14 locations from Sweden to the United States and reveals perspectives from 13 individuals about Abu Garcia fishing reels humble beginnings in taxi meters to memoirs from anglers that underscore the way fishing shapes defining moments in our lives.