Experience Abu Garcia
Abu Garcia Zenon:
Join The Movement
Modern materials meet minimalist design in the Zenon, the lightest, most advanced line of rods & reels to date.
Shop The J-Lee Signature Series
Pro angler Jordan Lee didn’t make it to the top by accident; he worked hard to be the best.
The Abu Garcia Max Series:
Take Your Fishing To The Next Level
When your personal best is on the line, you need a reel that can rise to the occasion.
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Abu Garcia: From 1921 to Today.
In 1921, by the river of Mörrum in Svängsta, Sweden, Carl August Borgström founded AB Urfabriken. The company manufactured pocket watches, telephone timers and taxi meters.
Borgström was a brilliant craftsman 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 fishing reels used by anglers the world over. That's why Abu Garcia 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's influence on the sportfishing community is unmatched. The company remains firmly committed to maintaining its industry leadership position by providing anglers everywhere with the highest quality, most innovative products.