JIMMY PAGE NON-REVERSE c.1968 GIBSON FIREBIRD III|

A 'Bird in the hand could be worth more than you think - especially if it has a colourful history involving a Led Zeppelin drinking game. We ask vintage specialist Mike Long of ATB Guitars about the provenance of this Page-owned beauty and the buoyant market for Gibson's underloved cult hero

- Jamie Dickson,  Henry Yates 

When it comes to the vintage market, few rules are set in stone. Consider the curious case of the Gibson Firebird. Launched in 1963 to a general shrug of shoulders, not even high-profile exponents like Brian Jones and Blind Faith-era Eric Clapton could boost the model’s sales beyond a desultory trickle.

But as Mike Long of vintage specialist ATB Guitars explains, that same outlier status now makes the Firebird an excellent lower-priced entry point for first-time collectors. But when true one-offs come to market – like this stunning non-reverse III circa 1968, with its irresistible Led Zeppelin connection – all bets are off as to what they can command as collectible instruments.

Can you tell us the story behind this Firebird and how it came to ATB Guitars? 

“We were contacted by the owner to ask if we were interested in selling it and he relayed the story. The owner worked for a property development company of which John Bonham was the partner. Before John became the world’s most famous drummer, he wasn’t sure if things were going to work out, so he still had this company, and the owner of this guitar was his business partner. As Led Zeppelin became well known, John sold his stake and his partner bought the business out, but they remained great friends.