Guitar companies have pretty much always printed catalogues, and aspiring guitarists have always pored over the different models, usually way out of their reach... Perhaps one day... But they can also be very useful when researching a vintage instrument today. The original catalogues, price lists, brochures, owner's manuals, and other promotional material can be really useful in establishing dates, but also giving general information on how the manufacturer intended it to be used. Vintage guitar catalogues are getting almost as collectable as the guitars they feature, and when included as 'case candy' can certainly increase the desirability of a vintage guitar.
Unfortunately the originals can be very hard to track down; some are quite commonly listed on auction sites like eBay, but in a lot of cases, few were ever printed, and the vast majority were simply discarded. Some of the rarer brochures and leaflets can sell for high prices; usually tens, but often several hundred pounds/euros/dollars.
A number of old and rare catalogues are included on this site, in order to aid guitar identification. Most contain a guitars intended specifications, but these original documents almost always contained exceptions and errors, so this information has to be treated with caution.
The catalogue scans on this site are sorted by manufacturer: follow the links to find vintage guitar catalogues, brochures and owner's manuals, primarily 1950s-1970s.
Overseas distributor guitar catalogues
Guitars sold worldwide tended to have an overseas agent looking after the distribution and advertising in that particular territory. For example, in the early 1960s, Selmer were the UK distributor for numerous non-UK brands: Hofner from Germany, Hagstrom from Sweden, and Gibson from the US. UK brand VOX were distributed by the Thomas organ company in the US, whilst Vox's parent company JMI distributed Fender in the UK. So British catalogue listings for Gibson and Hofner, for example, appeared in Selmer catalogues.
Other examples include Merson, and later Ampeg, distributing Hagstrom, and Sorkin distributing Hofner in the USA. In the UK Boosey and Hawkes distributed Guild and Arbiter distributed Gretsch.
Catalogues were typically available from guitar dealers and by mail from the manufacturers themselves (or the distributors in overseas territories). What's more, some larger music stores produced their own catalogues. Often these contained pages from the manufactures own catalogues, but sometimes they were entirely separate. Examples include LD Heater in the US, and Bell music in the UK.
Some of the bigger manufacturers (most notably Fender in the early 1960s) started including somewhat slimmed down catalogues in the centre pages of popular music magazines such as Downbeat. Later Gretsch, Gibson and other companies followed suit. Early catalogues were naturally black and white, with the occasional two-colour font or page design. Some of the first full colour guitar publicity was produced by Gretsch in the 1950s. Though by the mid-1960s guitar sales were at a peak, and most manufacturers were using colour, often producing lushly designed full-line catalogues containing all guitars, basses, amplifiers, banjos etc produced by the company at that time.
Since the 1970s, colour printing has been the norm. All but the smallest companies print catalogues in significantly larger quantities than in the previous decades.
See also - Vintage guitar advertising
Catalogue updates on this site
"The Choice of Professional and Student Musicians Everywhere" This eight page catalogue was included as an insert in the 1963 annual "school music" issue of Downbeat magazine (September 1963). As well as keyboards and pedal steels, this catalog contains seven guitars, three basses and ten amplifiers - from student guitars such as the Musicmaster and Duotone to professional models like the new Jaguar
20 pages, black and white with color front cover. In the middle of 1981, Rosetti took over distribution of the Gibson line in the UK. Rosetti were a very big name in Britain, having distributed Epiphone
since at least 1963, as well as Hagstrom
and others. This catalogue was produced at the tail end of 1981, and introduces a number of models to the UK, such as the MV-II
guitars and the Victory basses
, the GGC-700
and the Flying V bass. Some of these models were so short-lived that they were actually never included in US brochures. The cover image (reproduced in part here) showed some of the earliest demonstration models, including a Victory with a highly unusual white scratchplate.
The 1965/1966 Selmer guitar catalogue
contained guitars by a number of different makers imported for the UK market, the most numerous being German-made Hofner
electrics, acoustics and basses. There is also a fairly large Gibson
section, but it by no means contains all instruments produced under that brand at the time. Other instruments featured include guitars and basses by Hagstrom
, and Brazilian acoustic guitars by Giannini. 44 pages, with UK pricing in guineas.
The Gibson Sonex
series pre-owners 'manual' was produced for circulation in early summer 1981, along with nine other manuals representing different segments available from Gibson at that time. Rather than a manual in the conventional sense, it is actually a mini folder with three loose-leaf inserts with catalogue-style image and description, one each for the 180 Deluxe, 180 Custom, and a new model, the Sonex Artist. The Sonex-180 Standard was not included, having been dropped from the Gibson line earlier in 1981.
series owners manual - 16 pages of information for the care and operation of the Gibson Sonex guitar: pickups, electronics, controls, coil tap, tune-o-matic bridge, tailpiece and stringing. Pertains to the Sonex-180 Deluxe, Standard and Custom models.
Original vintage catalogue scan. Harmony produced regular full-colour catalogues throughout the 1960s, but because these catalogues were released pretty much annually, there were only incremental changes from year to year, sometimes the only differences were the prices listed within. 1965 was an absolute boom time for American guitar manufacture, and this catalogue includes most of the best-known Harmony models: Rocket, Meteor, Silhouette, H75/H76/H77/H78, but it is the last publicity for the Stratotone guitars which were phased out later that year.
This early Vox brochure comes from summer 1963, still the early days of JMI production, and shortly before the beat boom of the mid 1960s. At this time, Vox guitars were built in the UK, primarily for the British market. The company had refined it's production methods, to some extent, and many of the guitars shown are quite different from those in the Choice of the Stars
catalogue from late 1962. Includes primarily Vox solid body guitars, basses and amplifiers. See other Vox catalogue scans here
The 1960 Selmer guitar catalogue featured a whole range of acoustic, electric semi-acoustic, and solid body guitars manufactured by Hofner. There were also a small number of Hofner-made (but Selmer branded) acoustic guitars, Futurama branded solid bodies, and a Futurama electric upright bass. From the very fine (and even shorter lived) Golden Hofner, to the budget Selmer 222 flat top. Monochrome, 32 pages
Goya was well-known for it's acoustic guitars, produced by Levin in Sweden; but in the mid 1960s they added a number of Italian-built electric guitars and basses. Semi-acoustic models such as the 105, 107 and 109 Rangemaster guitars and Panther II bass were made by Polverini, whilst solid body models 116 and 118 were made by Galanti. These were well-built good quality instruments, but perhaps too expensive to sell in large numbers.
This is one of the earliest JMI catalogues to show guitars, and although undated it was most likely printed in late 1962 or early 1963. There are many well-known Vox guitar and amplifier models shown, amongst several that would be completely redesigned before appearing again; the most interesting examples are perhaps the Phantom I and Phantom II
which are electronically quite distinct from the Phantom that would follow a little later. The Vox Escort
and Vox Soloist
only appear in this brochure, being deleted before the next was printed in mid-1963.
In 1972 Gibson produced a series of 'Guitar of the Month' brochures, each dedicated to one of their high end models, the Les Paul Recording guitar
, Super 400-CES
. Each brochure was a single sheet folded into four panels, with details of the instruments themselves, their features, musical purpose, and a little history behind the development of each guitar. Only the Les Paul Recording
was a new model; the others were all well established in the Gibson line. Follow the link to see scans and further information on these leaflets and other Gibson guitar catalogues from the CMI and Norlin periods.
Older updates here