Tag Archives: Atkins Axe
Posted: May 29, 2013
|Late Baldwin-era models: (left to right) The oddly proportioned Roc Jet and Country Roc, and the bizarre TK300 appear in the 1979 Gretsch catalog.|
Every once in a while when exploring the Gretsch world, you’ll run across mention of the “Baldwin era” or the “Baldwin years.” What does this term refer to?
Generally speaking, people use it to refer to Gretsch in the 1970s. More specifically, however, it refers to the period when the Baldwin Piano Company owned Gretsch, which was substantially longer—from summer 1967 to early 1985.
The Baldwin era is a much-maligned period in Gretsch history. The term is often used in an unflattering light to denote generally neglectful Baldwin rule that resulted in a decline in quality, unpopular new instruments, corporate upheaval and dwindling sales that ultimately led to Gretsch guitar production being shut down altogether in 1981.
Gretsch had been a family-run company ever since Friedrich Gretsch founded it in New York in 1883. But in the mid 1960s, then-president Fred Gretsch Jr. purportedly found himself with no heir interested in running the company and decided to sell. Baldwin, riding high at the time and spurred by its 1965 acquisition of U.K. guitar maker Burns, sought to acquire an established U.S. guitar maker and duly turned its attention to Gretsch. The sale was completed on July 31, 1967.