Gitarren-Total AG

Once upon a time... and still today... and will continue to be so in twenty years' time. That was the short version. For those who like to hear longer stories, here is the GT story:

It all started at "Slowhand," the insider tip for lovers of quirky guitars behind Zurich's main train station. Thomas Fessler and Reto Fürst ran the store—and soon set up a small workshop on their own to heal the beloved instruments of their best customers from their injuries. When the shop fell victim to the station expansion, two things were clear: Thomas and Reto wanted their own business. And the program was to become the name: "Gitarren Total" (Guitar Total). The now impressive customer base was quickly redirected to the charming new shop on Aemtlerstrasse – which, in keeping with GT's reputation as a real insider tip, was only accessible through the backyard.

 

The backyard remained, but it didn't stay secret for long: soon, a growing crowd of guitar lovers brought not only their guitars, but also their amps. It was time for Carlo Milan to make his entrance. As a well-known guitarist and trained specialist in tube amplifiers, he was the ideal candidate and the first man in the amp department. Under his direction, all types of amps have been repaired, maintained, and optimized ever since. GT also began developing new, innovative products such as the legendary BPA2, a preamp for vintage basses that really brings out the weak sound of these gems.

 

When Reto Fürst GT left in 1995, a replacement had to be found as quickly as possible. In Werner Sahli, we found the man who could do everything: as a great connoisseur, he had not only acquired many years of experience with painting and repairs in his own workshop, but also knew a lot about electronics. After Thomas Fessler, an increasingly sought-after producer, was rarely available to devote himself fully to his shop, Patrick Geser stepped in. Patrick had run a small guitar shop in the Zurich Oberland, kept his head above water by giving lessons and doing repairs, and definitely had only guitars on his mind. As the new managing director, he completed the team.

 

Where true enthusiasts are at work, new ideas are not long in coming. GT soon made a name for itself with innovative developments. Werner, for example, developed GT's own brand, Chat Guitars—which unfortunately became a loss-making business due to a fraudulent guitar maker and had to be discontinued. Despite such setbacks, we still try to turn our ideas into innovative or simply practical methods and products, delighting the stringed world with things like our pedalboard cables or the popular GT Strings.
Thanks to Patrick's keen eye, the store gradually filled up with an ever-increasing number of high-quality instruments – and would probably have burst at the seams long ago if our neighbor's premises and later the basement and storefront facing the street had not become available. The backyard shop became the charming, winding mecca for guitarists and bassists that you know today – with the workshop as its heart, the shop with all its wonderful instruments as its soul, and the amp test room for the ears. And with a real, official shop entrance!
Of course, we are also thinking about the future of our store's staff: since 2007, our guitar-loving apprentices have not only been helping to combat youth unemployment, but also rejuvenating GT.