The North American Guitar

About Us

The North American Guitar is a private equity-backed business founded by entrepreneur and keen blues guitarist Robert J. Montague, and his son Benjamin Montague, in 2010, London, England.

Home of the world’s finest guitars

The North American Guitar is the home of the world’s finest guitars. Representing the greatest luthiers and handmade guitar brands on the planet, TNAG is the number one destination for discerning players and collectors alike both online and in their showroom in Music City, Nashville, Tennessee.

Together with an incredible passion for everything that is high-end steel-string guitar, and with music running through their veins, The North American Guitar has grown from a passion project in London to a world-renowned guitar store.

As the number one destination for the finest guitars, TNAG’s mission has always been to bring the very best guitars to the most discerning players and provide a superlative customer experience both in-store and online.

Our Values

“There’s nothing more important than the commitment we make to our customers. From exceptional pre- and post-sales experience, the knowledgeable partner on hand 24/7 across two continents to advise and support, through to finding the perfect guitar for every kind of player, the trust we build with our customers is the one thing we don’t compromise on. TNAG is the perfect partner for anyone searching for their dream guitar.”

“We bring together the world’s most engaged community of guitar builders, players, collectors, and lovers to share one thing: a passion for finely crafted steel-string instruments.”

“Our customers put their faith in us to present them with the very best guitars of the highest quality at every entry point. We hold the very best products, no matter what they cost. Whatever you buy from The North American Guitar, you know it has been hand selected and tested for quality—and comes with the TNAG stamp of approval.”

“We’re proud to represent the world’s greatest guitar makers. It’s their job to craft the most revered instruments, and it’s our job to showcase them, support them, and bring their brand to life as they build the finest instruments the world has to offer.”

“We match the right luthiers with the right players to build dream guitars. Our customers trust us to find the right guitar for them, advising at each step of the bespoke journey from choosing body shapes, tonewoods, and appointments to suit a particular player or style. The trust, guidance, and protection we offer customers throughout the process is why people choose TNAG Bespoke.”

“We respect and protect the heritage of guitar building, but we also represent the future of modern lutherie by working with the most innovative builders, tonewoods, and techniques. Along with our luthiers, we work with customers to educate, inform, and push the industry standard expectation of guitar making.”

“We want to leave the world a greener place than we found it. Along with the luthiers we represent, we are committed to the ethical procurement of materials in a way that protects the environment both now and in the future.”

“We understand that our customers are making a significant investment decision when purchasing from us. We protect our customers’ investments, their guitars, and work to eliminate worries or fears when purchasing high-end instruments by ensuring authenticity of products, the highest levels of care and protection throughout transportation, and the knowledge that we’re in this together.”

Meet the Team


Sales & Customer Relations



Operations & Finance

Join the team!

If you’d like to join the TNAG team, we’re always on the lookout for passionate guitar afficionados. Check out our vacancies and apply today!

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Why Buy From The North American Guitar

Secure payment methods

We accept all major credit and debit cards as well as PayPal or bank and wire transfers

Flexible finance options

We offer an array of flexible finance options so that you can secure your dream guitar

Safe and secure packaging

All instruments ship in triple-layered guitar boxes stuffed with packing peanuts

Global shipping

We use the most trustworthy couriers to give peace of mind no matter the location

No hidden fees or taxes

What you see at checkout is what you pay so there are no surprises at your door

72-hour appraisal period

All our guitars come with an appraisal period meaning easy returns if you’re not satisfied