Vintage 1964 Silvertone 1457 Electric Guitar with Amp-in-Case

Inevitably there’s always an earlier “earliest,” but the earliest amp-in-case I know of was built by Daniel when he was working for Epiphone in around 1936. Nathan I. Daniel was a young electronics wizard who was discovered in the early 1930s by Epiphone’s head engineer Herb Sunshine building amplifiers in the basement of a New York department store (back when department stores really had departments and they did things). In 1935 the Epiphone Banjo Company changed its name to Epiphone and introduced a line of electric guitars and amplifiers called Electraphones, which was almost immediately changed to Electar. These included electric Spanish archtop guitars, Hawaiian lap steels, and little amplifiers designed and built by Nat Daniel. In 1936 Epiphone offered its Electar Model C Hawaiian guitar with an amp built into the case, designed by our friend Nat. For some reason, it didn’t go over very well, and the amp was quickly separated out into the Model C amplifier.

Vintage 1964 Silvertone 1457 Electric Guitar with Amp-in-Case

In 1938 National-Dobro revisited the idea, introducing the Supro 60 Electric Combination and the Portable Supro 70 Electric Combination. Both of these featured a little pearloid-covered Supro Electric Hawaiian Guitar tucked into an amp in case unit. I don’t think any of these earl amp-in-case designs did particularly well, but then there was something called the Great Depression going on, which had to have an effect on sales.

Obviously, Daniel thought the idea was good enough. Daniel worked for Epiphone until 1942. After the War Daniel opened his own plant, Danelectro, in Red Bank, NJ, mainly making guitars and amps for Sears and Montgomery Ward, badged Silvertone and Airline, respectively. They began selling Danelectro-branded guitars and amps in around 1954. People throw the term around all too often—and ignorantly—these days, but those ‘50s and ‘60s Danos were truly iconic.

Vintage 1964 Silvertone 1457 Electric Guitar with Amp-in-Case

And maybe the most iconic of Danelectros were the Silvertone Amp-in-Cases made for Sears beginning in 1962. The first were the smaller black-sparkle-finished Masonite one-pickup No. 1448s with an 18-fret fingerboard and a small 3-watt, 6” speaker tube amp built into the case. These were followed in 1963 by the full-size red-sparkle-finished Masonite two-pickup guitars with a 5-watt, 8” speaker tube amp, the No. 1449.

Vintage 1964 Silvertone 1457 Electric Guitar with Amp-in-Case

Let me get this off my chest. Something’s “iconic” when it represents something bigger than itself. “Iconic” does not mean, as modern advertising copywriters throw it around everywhere these days, “his best album,” or, more often, “very famous” or “extremely popular.” Icons are like symbols or metaphors with greater meaning attached, signaling a bigger message or concept. These amp-in-case guitars are icons because they stand for a whole generation and the changes in American culture that were transpiring in the early ‘60s. They were targeted at maturing Baby Boomers who were doing Beach Blanket Bingo with Annette from the Mickey Mouse Club (or, more likely, imagining that they were), switching from Folk to surf rock, starting bands in their suddenly suburban garages. A population on the go, on brand new Interstate superhighways. See the U.S.A. in your Chevrolet. Well, you get the point. I’ll be quiet.

As with everyone else in the ‘60s, Danelectro got bought out in 1966, here by entertainment giant MCA. Whether due to the ownership change or coincidence, the Dano line was shuffled. The two-pickup 1449 was renumbered to 1457 and a bunch of new models debuted. While the amp-in-case concept seemed to continue to 1969, it was no long the iconic versions we know and love.

Vintage 1964 Silvertone 1457 Electric Guitar with Amp-in-Case

I’ve never played a 1448, but I’ve played this 1457 and the amp is surprisingly good. The 8” speaker and tube output have really sweet tone and really decent volume, more than you’d expect. I can’t say the guitar knocks my socks off, but as primitive as it is, it plays fine and it’s pretty good for a few choruses of “Walk, Don’t Run” and “Apache.” These are pure guitar fun! And, yes, they are iconic…

Garage-Band Dream Machine (Vintage 1964 Silvertone 1457 Guitar with Amp-in-Case) from MyRareGuitars.com

Vintage 1965 Silvertone Teisco 1437 Electric Guitar

Ward’s was probably the first to sell guitars through its catalogs. Aaron Montgomery Ward started his company in 1872 as a solution to the problem of farmers obtaining the items they needed to make life more palatable out on the Great Plains. At the time, the farmer’s only source for household goods was the general store. And their only source of merchandise was the railroads, who charged an arm and a leg. To combat the high prices, the farmers joined to form buying clubs and put together lists. A representative would take it to the big city to buy the stuff and ship it back in one big container. Lot’s cheaper. Ward’s idea was to return to Chicago and put the lists together for them by assembling a catalog and sending it to the farmers direct.

Ward’s concept was so successful that Richard Sears and Alvah Roebuck decided to compete head-to-head with them, starting Sears, Roebuck & Co. in 1893. Sometime between Ward’s founding and Sears’ first catalog in 1894 Ward’s began selling guitars. There’s a guitar offered in Ward’s 1894 catalog with a woodcut and some copy. That very SAME woodcut and copy appears in the first Sears catalog!

Vintage 1965 Silvertone Teisco 1437 Electric Guitar

Sears sold increasing numbers of guitars as the years progressed, obtained from various sources, including Lyon & Healy, Oscar Schmidt, and the Harmony Company. In 1916 Sears purchased Harmony to supply the majority of its stringed instruments, which began appearing carrying the Supertone brand name in 1917. While it was a subsidiary of Sears, Harmony was still free to sell its own brand independently and to make guitars for other companies. Sears, for its part, mainly relied on Harmony for its guitars, except occasionally when a specialty model was sourced from someone else. In 1940 Sears sold Harmony to its president Jay Kraus, after which it operated pretty much as before, with Sears as its main customer, with the Sears brand name changed to Silvertone.

Sears had branched out into retail stores in 1925. By the 1960s, when this guitar was made, Sears was the largest retailer in the U.S. Throughout the 1960s the guitars featured in the Sears catalog were exclusively American-made, mostly by Harmony. However, obviously, as evidenced by the very existence of this guitar, they also sold guitars made in Japan, only just through their retail store outlets.

Vintage 1965 Silvertone Teisco 1437 Electric Guitar

This Silvertone is a Model 1437, otherwise known as a Teisco WG-4L. Except for the logo, it’s a completely stock Teisco. The Teisco company was founded in Japan in 1946 by Atswo Kaneko and Doryu Matsuda. Teiscos were distributed within Japan and probably regionally until the end of the 1950s, when exporting to the U.S. commensed. The first known American importer was the late Jack Westheimer whose Westheimer Sales Corp. began importing Kingston acoustic guitars from Japan in 1959, followed either later that year or early in 1960 by Teisco electric guitars. Jack added the “del Rey” most often seen on these guitars.

In around 1964, Sil Weindling, Barry Hornstein, and Sid Weiss formed Weiss Musical Instruments (W.M.I.) and began importing Teisco Weiss guitars. Westheimer’s focus had shifted toward his Kingston brand, so W.M.I. sort of took over the Teisco franchise. The WG line debuted in 1964 with a plain pickguard, changing over to the very groovy striped metal ‘guard in 1965. W.M.I. undoubtedly provided this guitar to Sears.

Vintage 1965 Silvertone Teisco 1437 Electric Guitar

There’s nothing not to like about this guitar! I mean, how could you resist the look of that pickguard?! And metallic blue paint! Plus four—count ‘em—four chunky single-coil pickups. And I love those typically Teisco rectangular adaptations of Gretsch’s thumbprint inlays. As with almost all better Japanese solidbodies from the 1960s, with just a little attention this can be set up to play quite nicely. The neck is a little hefty for a modern taste, but then so were many others back then. To be honest, you don’t really get that much tonal variety out of four pickups, but it’s still way, way cool. Perfect for a chorus or two of Walk, Don’t Run or Apache!

By the 1970s, Sears was finally featuring Japanese-made guitars in its catalog, but the Sears hegemony was waning, replaced by emerging “big box” retailers such as Kmart. The catalog soldiered on into the 1990s, but its value as a source for interesting guitar—or lingerie—information was long past.

Catalog of Dreams (Vintage 1965 Silvertone Teisco 1437 Electric Guitar) from MyRareGuitars.com

1968 Danelectro Sears Silvertone Electric Guitar

These were cheap, crap box guitars made at a price point to that every kid who saw the Beatles on Ed Sullivan could get one for whatever holiday or birthday was next. They were product, churned out at an alarming rate. They were also, lucky for us, pretty damn cool sounding little guitars.

So, a “rare Silvertone” is a bit of an oxymoron. The best Michael Bay film. A tall jockey. The thinnest sumo wrestler. The most competent politician in Washington. The least annoying morning DJ, and so on.

But by 1968, the post-Beatle guitar boom of 64-66 had waned. The wave had crested and you started to see some of the biggest names in little guitars (Kay, Valco, Danelectro) starting to suffer and, within a year, all die quiet deaths. (Chicago enormo-manufacture Harmony would slump on into the early 70’s before limping to a public auction death knell in 1975).

1968 Danelectro Sears Silvertone Electric Guitar

In their last years, all of these companies would make some changes, hoping desperately to cling to their former market share. In Dano”s case, the biggest change when ownership switched hands to MCA in 1966 was the end of the poplar and Masonite guitars that had so defined the Neptune maker”s sound for over ten years. The last year and a half, Danelectro produced actual WOOD guitars, the top of the line being the classic 3 pickup Vinnie Bell signature model with the wonderfully psychedelic pickguard and the zippy quick neck.

The bottom of the line? The wood one-pickup Silvertone model from the Amp-in-Case line. This was still called the 1448 in the 1968 SEARS catalog, but it is a slightly different sounding little beast from its earlier and more prevalent semi-hollow 1448’s. The AC/DC (sans power transformer) amp in the case is the same (not nearly as cool at the great 1457’s single-ended 6V6-driven amp with tremolo. BUT, this guitar is arguably a better little axe than its predecessors. It’s at least as good and different enough that you should get one if you can.

It’s a killer blues and garage guitar. The skate key tuners hold surprisingly well, so long as you drop some graphite (or the lube of your choice) on the sticky, but great sounding, aluminum nut. The rosewood bridge is just like on the older models… simple, but effective. And, of course, the key to the tone is still there – the brilliant lipstick tube low-output (with plenty of volume…ohms ratings and volume are not the same) Danelectro pickup is worth all of the hype it receives. There’s just nothing quite like them, and if you want that full voiced twang and snap…well, you need an original lipstick Dano. There is truly no substitute.

1968 Danelectro Sears Silvertone Electric Guitar

And in a wooded solidbody, rather than the more common (and great, make no mistake) hollow Masonite-topped models, the pickup really shines. Crank your amp and turn up the guitar volume for some great smooth overdrive. Roll back the volume knob and the guitar cleans up, while retaining its treble response (unlike many great vintage garage guitars like Harmonys, which get muddy and murky very fast with their original volume knobs turned down at all). This is a clear, clean and articulate tone monster that responds well to every amp in the house (at least in this house of too many amps, it does).

The short scale makes for easy playing, smooth bends and surprisingly good intonation up the neck when set up well. Plus, this model, like later Danos, has a very cool, very figured fretboard for a “budget” instrument. And, of course, it comes, like its older Masonite siblings, in a wonderfully cheesy black metaflake finish.

This is one pawn shop surprise you should pick up when and if you see it. Like I said, they’re rare – or they’re “Silvertone Rare” at any rate. They show up on eBay a LOT less often than the standard, more common 1448’s, so if you see one in good playable shape, do yourself a favor and dig this last-of-the-breed from Neptune.

1968 Danelectro Sears Silvertone Electric Guitar from MyRareGuitars.com

Sears Catalog: Silvertone Guitars from Sears

Sears began selling a selection of electric guitars and amps in the fifties, but it is the 1960s that the company sold most of its more popular models. Silvertone was the house name used by Sears for their instruments but these were actually made for Sears by several manufactures including Danelectro, Harmony and Kay. Of course, Sears had their low end and their high end instruments but for the most part they sold some really great guitars and amps at comparatively budget prices. A Fender Strat in 1964 cost $275 compared to the most expensive Silvertone guitar of that time at $199 including case. Putting things in perspective with inflation though, even a guitar costing $100 in the mid 60s would run you a bit over $600 today.

We were all very happy to have our first guitar but play in a band with a Silvertone wasn’t always considered “cool” and most of us got rid of our Sears gear in favor of something else has soon has we had enough money. And, most of us now really regret doing so. In the last several years Silvertones have enjoyed a boom in popularity among both collectors and performers. There are whole web communities devoted to Silvertone instruments. And, as it goes, availability for these instruments is declining while prices for them are escalating.

Sears Silvertone Guitars 1963 Catalog

Opening the pages that feature guitars and amps from a Sears 1963 Fall & Winter catalog reveal a virtual vintage wonderland. The top of the page shows the two infamous Danelectro made guitars with “Amp-In-Case” models 1448 (single pickup) and 1449 (double pickup). These Mosrite shaped guitars had the chambered bodies, lipstick pickups, stacked tone & volume controls and were constructed of masonite. The tube powered amps built into the case were 3 and 5 watts with 5 inch and 8 inch speakers respectively. The larger amp even had tremolo and both shipped with a “How To Play” 45 rpm record. These sold for $67.95 and $99.95 in 1963. Today, a single pickup model in rough but working condition can run around $300. The double pickup model if near mint can cost well over a grand.

Several other guitars are below the Danelectro models including the popular Harmony made “Jupiter” model #1423 at $79.95 and the two Harmony “Rocket” like semi hollowbody models. The double pickup model # 1446 with black finish sold for $149.95 and the Silvertone flagship model # 1454 in red sunburst sold for $189.95 including case and featured 3 DeArmond pickups with separate on/off toggles for each. Both of these models were also equipped with a genuine Bigsby vibrato. One of the 1454 models in good condition recently sold on EBAY for over $800, still a good buy!

In addition to the Danelectro U1 bass guitar model #1444 at $79.95 with case, the page opposite the guitars features the wonderful tube powered Danelectro amps. These run from the little 3 watt “Meteor” amp #1430 at $22.95 to the monster 120 watt half stack with 6 -10 inch Jensen speakers, tremolo and an unusable reverb selling for $239.95. This model #1485 is the one made popular by Jack White of the White Stripes. Also on this page is the 15 watt combo with a 12 inch speaker # 1482 at $68.95 and the bass amp #1483 with 23 watts and a 15 inch Jensen. And then there is the most popular model, the piggy-back 1484 at $149.95 with 60 watts, two channels and two 12 inch Jensens. One of these in good condition can be had today for between $450 and $700.

We all know that regardless of how much you spend on a new guitar, it is not going to sound quite like a 40 year old instrument. If you want a good vintage guitar and don’t want to take out a second mortgage to get one, Silvertones are a good choice. Collectors looking for s Silvertone in near mint condition should be ready to get deep into their pockets. However, if you are actually looking for a guitar to play and/or record with and you are not to concerned with cosmetic issues, about $200 will land you any number of nice Silvertone models. Just keep an eye on the late night auctions and frequently check out the pawn shops and garage sales. If you are a serious musician you should plan on possible replacing the tuning gears and maybe the bridge as these usually were sub-standard on even the most expensive models. If you going to gig with your vintage Silvertone, at least buy a descent case. The stock cases for Silvertone were made of chipboard. If you are one of us that owned a Silvertone and sold or gave it away just remember the words of Joni Mitchell, “Don’t it always seem to go that you don’t know what you got till its gone”.

Post by: Tom Bergey

In Praise of Sears Silvertone Guitars from MyRareGuitars.com