25 years ago, Michel Chavarria began hand-crafting beautiful electric guitars in Cathar country, southern France. His unique designs soon gained great popularity throughout Europe and exposure by the likes of the Scorpions and Motorhead provided added prestige for the brand. Over the years Michel developed unique innovations for his designs, further enhancing their tone, structure, playability, let alone popularity. Waitlists for his instruments were always long but they grew significantly in the early part of this decade.

 

Recognizing this and also Michel ’s expertise, French music giant Algam International (the largest distributor in France)approached him regarding producing some models in Asia. Not surprisingly to those who know Michel and his passion this was rejected, but over time he was ‘persuaded/convinced ’ that by producing some of his designs in Asia, his instruments and innovations would be available to all French guitarists, rather than just the elite or those with plenty of money!

 

This culminated in an alliance being formed between Michel and Algam International to produce some high quality Electrics in Asia for the French market only. These were introduced in 2004 with resounding success and it did not take long before the enquiries were coming from England, Germany and other parts of Europe. The decision was then made to expand from France to include the U.K. and Germany in 2005 -again to resounding success.

This resulted in a decision late 2005 to release Lag onto the world stage and AMS is delighted to have been appointed the Australian distributor -these guitars have a look, style, features and tone like nothing you ’ve seen before......it ’s time to be different!