Vintage 1967 Apollo Deluxe Electric Guitar

That being said, this Apollo Deluxe was kind of the exception that proved the rule, in that it followed a reverse pattern, sort of backing into discovery. While I didn’t really know what it was when I found it, I did have some idea of what it might be, or at least ought to be! I knew that the Grecian-god-themed Apollo brand was a part of the St. Louis Music (SLM) family of instruments, so all I had to do was locate it within the pantheon (SLM’s better-known brand was Electra, another Greek god).

St. Louis Music reflects one of those hazy back-stories in American (and actually international) guitar history that involve the murky world of distributors, which few people really understand. Distributors—or “jobbers”—were part of the middleman structure in the music business that bought instruments from the manufacturers (usually what we call “mass manufacturers,” like Kay or Harmony), marked them up, and got them to the music stores,department stores, and studios where they would be retailed to you and me. They’re the wringers because the guitars they bought might say Kay, but they might just as well say Cromwell or Custom Kraft. This latter was the brand used by SLM on guitars produced for them by Kay during the 1950s and ‘60s.

Vintage 1967 Apollo Deluxe Electric Guitar

A roughly equivalent—though somewhat more Byzantine—business model developed in Japan following World War II. How much that was a result of American governorship would be an interesting subject to study. Guitar manufacturers—some of whom had been active before the War—sprang up, similar to a Kay or Harmony. They sold their products to “trading companies,” whose job was to distribute domestically and to interface with foreign importers, who would then either be a distributor in its own country, or sell to other distributors, or both. (To make things worse, the trading companies may or may not have owned an interest in the manufacturing companies; can you say CMI and Gibson?) You can see why sorting this all out is not always easy!

Japanese guitars made significant inroads into the American market as the 1960s progressed. And not coincidentally, American mass manufacturing declined accordingly, although I think this was more a combination of management stagnation and cultural chauvinism than anything else. The global economy was still emerging and Depression-era-trained managers didn’t get it. There’s very little difference (read “improvement”) between a 1962 and a 1967 Kay, Harmony, or Valco guitar.

Vintage 1967 Apollo Deluxe Electric Guitar

SLM had sourced guitars from Kay for a long time but it, too, was drawn to the Japanese makers. SLM was big enough to be important players in the music industry, big enough to see the writing on the wall. They may even have had inside information that all was not rosy at Kay, which was purchased by Seeburg in 1965 and then Valco in 1967. By 1968 both Valco and Kay had gone belly-up.

Anyhow, this model shows up in an undated SLM catalog probably from around 1967. Or at least a two-pickup version does, called the Deluxe 2235. Clearly this was inspired by—or actually meant to compete with—a Burns Bison. At that time the Japanese were copying the European guitars that had been the “budget” alternatives earlier in the ‘60s. Thus, this is an early “copy” guitar. If you’ve overcome the usual prejudices of many older guitar enthusiasts, you know that this is a pretty decent guitar, once it’s properly set up. Poor set-up was the common problem of the time for these guitars. Look, these pickups ain’t DiMarzios, the switching is kind of sucky, and Japanese wiring was really small gauge, so it may not survive well, but these have their own sound and are great fun.

Even though Kay went out of business in ’68, SLM continued to offer Custom Krafts until 1970. Whether or not those were left-over stock or assembled by SLM from parts is unknown. By 1968 they were already pretty dated designs in any case, so probably not selling well. The SLM Apollos were probably not imported in large quantities, based upon how many you see: not many!

SLM, of course, would go on to introduce The Electra guitar, a copy of the Ampeg Dan Armstrong Plexiglas guitar in 1970, and Electra would be their primary brand for electrics (Alvarez for acoustics) until 1984, and they would be a major force in the importation and distribution of guitars from Asia. This Apollo represents a fascinating clue in deciphering that process!

Nectar of the Gods (Vintage 1967 Apollo Deluxe 2235 Electric Guitar) from MyRareGuitars.com

1967 Heit Deluxe V-2 Vintage Electric Guitar

Whatever the reasons for their popularity in the Pacific, it should come as no surprise that when the Japanese guitarmakers hit on the strategy of copying popular guitar designs, the Ventures’ Mosrites were near the top of the list. Which partially explains this ca. 1967 Heit Deluxe V-2.

Actually, the first “copy” guitars by the Japanese were of their European competition. European guitarmakers from Italy, Germany, and Sweden were among the first to begin supplying the beginner-grade demand of American post-War Baby Boomers, just hitting adolescence as the ‘60s dawned. The success of EKO’s violin-bodied guitars and basses—a not-so-subtle nod to Paul McCartney’s Hofner—yielded a host of Japanese knock-offs by the mid-‘60s.

1967 Heit Deluxe V-2 Vintage Electric Guitar

Once the notion of “copying” took hold, it didn’t take long for the Japanese attention to turn to other models. And it didn’t take long for them to begin eyeing those swell Mosrites played by their beloved Ventures. Perhaps as early as 1966, but certainly by 1967, a variety of Mosrite-inspired guitars were coming off Japanese production lines and making their way to American shores carrying a variety of brand names, including the Heit Deluxe seen here. These Mosrite-style guitars ranged from vague tributes such as those by Humming Bird and Guyatone to the first really exact copies like the Mosrite Avenger by Firstman.

1967 Heit Deluxe V-2 Vintage Electric Guitar

This Heit Deluxe is almost certainly a version of the V-2 made by Teisco. It is identical to those shown in the indispensable book ‘60s Bizarre Guitars‘, except for the two-way sliding selector switch instead of the usual three-way toggle. Most guitar fans automatically think “Teisco” for anything Japanese, but the picture is far more complicated, of course! When you actually study Japanese guitars, you find a remarkable consistency in pickup use. While there are a few exceptions to prove the rule, Japanese manufacturers almost always used distinctive and exclusive pickup types. The ones shown here are variants on the little DeArmonds used by Harmony and are almost always found on Teisco-made guitars. As you might expect, there’s a lot of variability in the output of these pickups, but they can be quite excellent, as here on this guitar. This particular guitar is a little more reminiscent of the Mosrite Joe Maphis or Mark I than the Ventures model, but the inspiration is absolute. These are great guitars, with nice slim necks that play swell if you set them up right. As with many ‘60s solids, this has a mahogany body, although a lot of these guitars used sen, a native timber related to mahogany.

Less is known about the Heit brand. It was used on a number of Japanese and possibly early Korean acoustic imports in the late ‘60s marketed by G & H Imports (GHi) located at 475 Westminster Place in Lodi, New Jersey, a small town not far from Passaic near the junction between the Garden State Parkway and I-80. Presumably G and H were partners in the venture, but their names are unknown at this time. You can find their 1968 catalog and price list at www.vintaxe.com (a subscription site). This model is not shown that year, which is why I suspect ’67, but it could be slightly later. ‘60s Bizarre lists these as “c. 1968,” but that don’t mean it’s necessarily so. Other models shown in the Heit are not Teiscos, but could be Kawais. Other Kawai guitars have been spotted carrying the Heit Deluxe brand. The Deluxes were Heit’s better models, but that’s almost one of those distinctions without a difference. Pickups ranged from one to four. The acoustics look dreadful which is why I suspect a Korean origin. GHi apparently distributed to other retailers because in ’68 a half dozen Heits would set you back between $18-35 each!

1967 Heit Deluxe V-2 Vintage Electric Guitar

Of course, you won’t find your Heit Deluxe for $35 any more, but you’ll still pay a heck of a lot less than for a genuine Mosrite! And, you’ll have a sweet little ‘60s guitar (well, not really so little; these are pretty substantial) to chomp down on whichever version of Walk, Don’t Run you prefer to play!

Let me know if you know anything more about GHi or who G and H were!

Walk, Don’t Run! (1967 Heit Deluxe V-2 Electric Guitar) from MyRareGuitars.com