In 1972 Johnny started to manufacture electric guitars in cooperation with his father, Arne Mørch.
The first standard models were made in great numbers in a sort of handmade batchproduction:
A carpenter made the body, a painter did the lacquer-work and an engraver cut out the pickguard,
The rest was made by Mørch himself: Assembling and final delivery to the shop for retail.
In the middle of 1970 Mørch started to cooperate with the guitarist Thomas Puggård Muller,
who designed Mørch’s “curl” –models which were later published in the Danish Design Index
and thus shown all over the world.
For years Thomas was involved in the firm, and his close contact with the professional world
of music, has sold Mørch instruments to a great many well-known musicians at home as well as abroad.
Since then the firm has axpanded in the very opposite way of most other companies, now direct to the customer.
The entire production takes now place exclusively in Mørch’s workshop, and there is close contact betweenthe musician and the craftsman.
All instruments are literally handmade and adjusted exactly to the needs of the individual musician.