In an era of mass-produced plastic baits and tackle, antique fishing lures represent a fascinating intersection of history, craftsmanship, and even art. Often hand-carved and delicately painted, early 20th-century lures have become highly sought-after collectibles, with rare examples going for prices that nobody at the time could have ever imagined.
The world of handcrafted lures experienced a surge from 1900 to around 1940, with hundreds of small companies creating innovative, unique, visually striking designs. Today, these antique lures attract collectors who appreciate their artistry, historical significance, and investment potential—and with some going for tens of thousands of dollars, it’s a field worth looking into. As pristine examples become increasingly scarce, the market for these collectibles continues to strengthen, making now an excellent time to begin or expand a collection.
The Spotted Wilcox Wiggler
A headline-making sale happened recently. A “Wilcox Wiggler” sold for an incredible $39,600 at Morphy’s on May 17, 2025, setting a new benchmark for collectors worldwide. The lure, featuring clear solid-glass eyes and an intricate paint design, was initially estimated to go for $10,000 to $20,000.
It was one of many rare lures sold that day, all dating from the 1890s to the early 1900s (although the exact year the Wiggler was produced is unknown, it dates to this period). The reason for the high price was twofold—these lures are highly rare to begin with, but this one was graded “Near-Excellent” condition, having likely never come into contact with water. The lure’s value was boosted further, however, by the intact paper box it was preserved in. This box, with the paper insert still intact, is as rare as the lure itself.
Other Valuable Lures
Morphy’s recent auction contained just one of many sets of rare lures. Other antiques can command similarly impressive prices. Heddon has been producing lures since the late 19th century and is still in business today. Their antique pieces consistently sell well at auction. A Heddon 707 Musky Minnow in Sienna Crackleback finish, complete with its original box, recently sold for $20,000. The lure was from around 1909 and, like the Wiggler, came with its paper box intact. Another remarkable Heddon piece, an antique five-inch Dowagiac Minnow with five hooks, fetched $8,600 at auction.
Lures by the Immell Bait Company have produced some interesting auction results. A vintage Immell Chippewa Bait B-33 box sold for $8,600—just the box alone, without the lure included. Original boxes and paperwork are often nearly as valuable as the lures themselves, and any that have survived over a century in decent condition are sure to be worth thousands. Another Chippewa lure, a Pike P-33 in red and yellow with its original box, dated to 1910, achieved $5,500 at auction.
Regional manufacturers often produced lures that have become highly collectible due to their limited distribution. Companies like Creek Chub, Paw Paw, and South Bend created distinctive designs that reflect local fishing conditions and preferences. The sheer range of lures produced in this era means that there are endless opportunities to find new types.
Starting Your Collection
It’s worth mentioning that it’s not just antique, century-old lures that go for big money. Even lures from the 1980s and 1990s, which cost just a few dollars in stores at the time, have skyrocketed in value since. Collectors without the budget to get their hands on a genuine antique may still find excellent pieces by looking just a handful of decades into the past.
If you’re looking to start collecting antique fishing lures, however, make sure to build your knowledge before making your first bid. Study the major manufacturers, learn to identify authentic pieces from reproductions, and understand what drives value in the market. Condition is paramount, and the presence of original paper boxes can multiply a lure’s value several times over.
Of course, not all lures are as rare or valuable as the Wilcox Wiggler, and new collectors will be able to find authentic pieces for surprisingly cheap prices. Some less rare-but-no-less-impressive Heddon lures can go for a few hundred dollars, and ones without a box can go for even less.
You could try focusing on a specific manufacturer, year, or lure type to begin with. Color patterns are also worth checking out, as different patterns or color schemes can make for a unique collection.
The National Fishing Lure Collectors Club (NFLCC) has crucial resources to help new collectors get started. There is a surprisingly large collecting community that can help you identify whether any given lure is a true antique, and what it might be worth.
As always when looking for antiques, especially from around the turn of the 20th century, collectors should watch out for reproductions. For any major sale, a reputable auction house is the best place to go, as they will provide provenance and expert verification of a lure’s authenticity before putting it up for sale.
Final Thoughts
Collecting antique fishing lures is a great way to not only invest in a field of collectibles that is sure to grow in value as authentic pieces become ever scarcer, but also own some incredible pieces of artwork and craftsmanship. As with any collectibles from around the turn of the 20th century, collectors are doing key preservation work for future generations.
As originals become more and more rare, and beautiful lures are going for tens of thousands of dollars at auction, there’s never been a better time to cast your line into the world of antique lures.
Matthew Doherty is a writer, editor, and teacher specializing in all things history-related. His work has been published in the UK Defence Journal, the Small Wars Journal, and The Collector. He holds an MSc from the University of Edinburgh and a BA from the University of Leeds. In his spare time, he also writes science fiction stories.
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