Guitar Market Intelligence

Squier was established by Fender in 1982 to produce affordable versions of classic Fender guitars. The brand originated from the V.C. Squier Company, a string manufacturer founded in 1890 and acquired by Fender in 1965. The initial Japanese-made JV series (1982-1984) became legendary for their quality, closely matching American Fenders. Today, Squier produces guitars in Indonesia and China across multiple series—from the entry-level Bullet to the acclaimed Classic Vibe—offering authentic Fender designs to players of all budgets.

Seagull was founded in 1982 by Robert Godin in the village of La Patrie, Quebec, Canada. As a sub-brand of Godin Guitars, Seagull's mission was to bring the essential features of high-quality handcrafted guitars—solid tops, refined finishes, and excellent playability—to working musicians at accessible prices. All Seagull guitars are proudly made in Canada using sustainably sourced local woods. The brand is known for innovations like the straight-pull headstock and compound-curve top design, delivering exceptional value and the distinctive warm Seagull tone.

Rickenbacker was founded in 1931 by Adolph Rickenbacker and George Beauchamp in Los Angeles, California, creating the world's first commercially successful electric guitar—the 'Frying Pan.' The company revolutionized music again in the 1960s when John Lennon, George Harrison, and Paul McCartney adopted Rickenbacker instruments, defining the British Invasion sound. Still handcrafted in Santa Ana, California, Rickenbacker maintains limited production with legendary quality, producing instruments famous for their distinctive jangle, chime, and the iconic 12-string sound that shaped rock history.

Takamine was established in 1962 in Sakashita, Japan, at the foot of Mount Takamine, evolving from a small family workshop founded in 1959. Under the leadership of luthier Mass Hirade, who joined in 1968 and became president in 1975, Takamine pioneered the modern acoustic-electric guitar with their revolutionary Palathetic™ pickup in 1978. Known for exceptional stage performance and reliability, Takamine has been the choice of touring professionals from Bruce Springsteen to Glenn Frey. The brand continues to innovate with technologies like the Cool Tube® preamp while maintaining Japanese craftsmanship.

Ovation was founded in 1966 by Charles Kaman, an aerospace engineer and helicopter pioneer, in New Hartford, Connecticut. Applying aerospace technology to guitar design, Kaman developed the revolutionary Lyrachord composite roundback body that became Ovation's signature. The brand pioneered the acoustic-electric guitar with their innovative piezo pickup system, making them the choice of touring professionals from Glen Campbell to Melissa Etheridge. After ownership by Fender (2008-2015) and Drum Workshop (2015-2020), Ovation is now owned by GEWA Music and continues producing guitars in Connecticut.

Guild was founded in 1952 by Alfred Dronge and George Mann in Manhattan, New York, assembling a team of skilled craftsmen including former Epiphone employees. Initially focused on archtop jazz guitars, Guild evolved to produce some of the finest acoustic guitars in American history, with their dreadnoughts and jumbos rivaling Martin and Gibson. After production in Hoboken (1956-1966) and Westerly, Rhode Island (1966-2001), Guild was acquired by Fender in 1995 and later by Córdoba Music Group in 2014. Today, Guild continues its legacy with USA-made acoustics and the Newark St. Collection electrics.

Gretsch was founded in 1883 by Friedrich Gretsch, a German immigrant, in Brooklyn, New York. Initially producing banjos, tambourines, and drums, Gretsch introduced its first guitars in 1926 and rose to prominence in the 1950s with iconic models like the White Falcon and 6120 Chet Atkins. After a period under Baldwin ownership (1967-1985), the Gretsch family reacquired the brand. In 2002, Gretsch partnered with Fender for manufacturing and distribution. Today, Gretsch offers Professional Collection (Japan), Electromatic, and Streamliner series, plus USA Custom Shop instruments, maintaining its legendary status in rockabilly, country, and rock.

Alvarez was established in 1965 by St. Louis Music in Missouri, USA. In the late 1960s, founder Gene Kornblum partnered with Japanese master luthier Kazuo Yairi to create the legendary Alvarez-Yairi series—handcrafted guitars still produced in Kani, Japan. This collaboration between American design and Japanese craftsmanship has made Alvarez a trusted name for acoustic guitars, endorsed by artists from Jerry Garcia to Carlos Santana. Today, Alvarez offers instruments from entry-level Regent series to handmade Yairi masterpieces, providing exceptional value at every price point.