A rare piece of music history is returning to the spotlight as the cherry red electric guitar used by Elvis Presley during his 1968 Comeback Special prepares for sale. The instrument, a Swedish-made Hagstrom Viking II semi-hollow-body, is expected to fetch between $1 million and $2 million at auction.
The guitar is inextricably linked to one of the most pivotal moments in 20th-century pop culture. After years of focusing on motion pictures, Presley used the 1968 broadcast to reclaim his title as the King of Rock ’n’ Roll, appearing in a lean, black leather outfit that redefined his image for a novel generation. The Hagstrom Viking II was his primary instrument throughout the special, featuring prominently during performances of “Blue Suede Shoes,” “Trouble,” and “Guitar Man.”
Sotheby’s will facilitate the sale, with online bidding scheduled to open on April 9 and conclude on April 23. For those wishing to see the instrument in person, it will be on display at the Sotheby’s New York Breuer Building from April 13 through April 20.
The instrument’s provenance extends beyond the television screen. Presley also held the guitar on the cover of his 1969 album Elvis in Memphis. While the guitar spent decades in various private collections, it also had a public tenure, appearing in the Rock and Roll Hall of Fame between 1998, and 2000.
The accidental icon: How the Hagstrom was chosen
Despite its lasting association with the “Comeback Special,” the Hagstrom Viking II was not Presley’s first choice for the performance. The singer had originally planned to use a different instrument, but production staff felt the alternative did not complement the specific red and black color palette of the set design.
To solve the visual discrepancy, director Steve Binder and producer Bones Howe approached session guitarist Al Casey. They asked if Presley could use Casey’s own cherry red Hagstrom instead. The arrangement worked, and the guitar became the visual centerpiece of the performance. Remarkably, this remains the only time Presley ever used the instrument, adding to its rarity among his known equipment.
A departure from the acoustic tradition
For many collectors, the appeal of this particular piece lies in its technical departure from Presley’s usual preferences. Throughout much of his career, the King was closely associated with acoustic guitars, which served as the rhythmic backbone of his live sound.
“Unlike most of Elvis’ guitars, which were acoustic, this is an electric Hagstrom, known for its distinctive look and sound,” says Craig Inciardi, Music and Pop Culture Specialist at Sotheby’s. Inciardi notes that the rarity of the electric model, combined with its association with a singular, career-defining performance, elevates its status among rock memorabilia.
According to Inciardi, the instrument serves as more than just a tool for music; it is a visual shorthand for the era. “Guitars have always been central to his image, but seeing Elvis return to the stage after years away, dressed in his iconic black leather outfit and playing this guitar, created one of the most enduring images in rock history,” he said. “It marked a pivotal moment, reconnecting him with a generation of fans and cementing his status as the King of Rock ’n’ Roll.”
https://www.youtube.com/watch?v=O6BbL4DrrBo" title="Elvis Presley 1968 Comeback Special
A surging market for rock memorabilia
The timing of the Elvis Presley’s 1968 Comeback Special guitar headed to auction coincides with an unprecedented surge in the value of legendary instruments. The market for “blue-chip” music memorabilia has seen record-breaking activity in recent weeks, suggesting that the $1 million to $2 million estimate for the Hagstrom could be conservative.
Just prior to this listing, two of the most expensive guitars ever sold were auctioned as part of the Jim Isray Collection. David Gilmour’s “Black Strat” Fender Stratocaster shattered records, selling for $14,550,000. In the same sale, Jerry Garcia’s “Tiger” guitar fetched $11,560,000.
| Instrument | Artist | Final Sale Price |
|---|---|---|
| Black Fender Stratocaster | David Gilmour | $14,550,000 |
| “Tiger” Guitar | Jerry Garcia | $11,560,000 |
| Hagstrom Viking II | Elvis Presley | $1M – $2M (Estimate) |
These figures indicate a growing trend where instruments are treated not merely as collectibles, but as high-value alternative assets. Given that both Gilmour’s and Garcia’s guitars significantly exceeded their initial estimates, analysts and collectors are watching to see if the Hagstrom follows a similar trajectory.
The auction concludes on April 23, which will provide the final valuation for one of the most significant instruments in the history of rock and roll. Interested parties can track the bidding process through the official Sotheby’s online platform.
We invite readers to share their thoughts on the legacy of the 1968 Comeback Special in the comments below.
