Creuzier-le-Vieux (France) (AFP)

A swivel microphone inspired by James Bond: thanks to this innovative concept, an electric guitar company based in Allier launches its assault on the American market after having already seduced the Guns N 'Roses and ZZ Top.

Some electronic notes escape from the modest Wild Customs workshop, in Creuzier-le-Vieux, near Vichy (Allier).

On the guitar, in a room where the luxurious instruments are exposed on the walls above the computer screens, George Defretiere presents the latest addition to the house, the "Gyrock", a high-end electric guitar on which has been installed the revolutionary process.

The musician activates a small switch located on the front part, the microphones turn on the back of the instrument ... and jazz becomes rock.

George, one of the five employees, is an electro-mechanic: it was he who translated into practice the brilliant idea of ​​a colleague who had imagined this system by taking inspiration from the pivoting number plates of the Aston Martin of agent 007.

Two years of work and, upon arrival, a little gem at 15,000 euros each.

The concept is appreciated by musicians: "it's very inspiring to be able to change the sound color within the same song, it stimulates creativity", assures Blaise Rodier.

"And then it's practical, because a musician is forced to carry several instruments to have different sounds. There, with a single guitar, we cover the entire musical spectrum, whether in the studio or live for concerts," adds the manager who joined the company in 2013.

An internet video shows Richard Fortus, guitarist of the hard rock band Guns N 'Roses, using the instrument, admiring it. And more recently, Billy Gibbons, emblematic leader of the Texan group ZZ Top, has also successfully tested the new guitar.

- U2 too -

Christophe Chandezon, the band's machinist, takes us on a tour of the violin-making workshop where precious woods, models and machines that smooth, cut, cut and chisel are stored. A work of goldsmith.

A "Gyrock" requires around thirty hours of work. Wild Customs is able to produce around 100 a year.

The company sells 100 to 150 instruments per year, at 3,000 euros on average, but does not yet speak of turnover. The majority of buyers are collectors.

However, thanks to the "Gyrock", Guitar Center, the largest distributor of guitars in the United States, is about to market its instruments: "they will install us in their stores in Nashville, New York, Los Angeles and Chicago The Americans make the trends in the music industry, it is 50% of the market, so it is capital for us ", underlines the manager.

The Wild Customs adventure started in 2009: Julien, cabinetmaker and Renaud, graphic designer, two childhood friends passionate about music, decide to make their own guitar.

"The guitar industry was a bit too old-fashioned for their tastes and they were convinced that there was room to do creative things, which is what the electric guitar embodies. ", says Blaise Rodier, himself a childhood friend of the founders.

A first model, the "Wild Custom", was developed abroad then, very quickly, the talented luthiers invented a new range, "La Sauvage", luxury guitar "at the crossroads of art and the instrument of music".

In 2018, they created a tailor-made bass recalling the aesthetics of a watch for Adam Clayton, the U2 bass player passionate about fine watchmaking.

The following? Why not Eric Clapton or Jack White, dream Blaise Rodier: "they are musicians who have real personalities and, beyond their musical talents, are incarnations of rock culture".

© 2020 AFP