It’s like the feeling when your buddy,
without speaking, hands you a new rod, slightly smiling in one corner of his mouth.

That’s what I’m talking about, his look says.

Century rods -- “fine” rods made in Britain
for the past 30 years, the company says --
have arrived in the Northeast United States.

Their arrival feels like those unspoken
words: You just know this rod is "it "
somehow.

Century “(is working) the leading edge
of rod design,” the company says.

It makes rods for several types of fishing in Britain, but introduced its surf rods here.

And Century is known for surf. It holds the world records for longest casts, each longer than 300 yards,
the company says.

The company uses the most modern rod-building equipment
available, it says.

“We are specialists in an era of generalists,” Century says.

Few rod companies have developed the detailed knowledge to
produce precision tackle, and most contract their rod building
to mass-manufacturers "in the East,” Century says.

The curing of Century’s carbon-fiber blanks is one example.

Rod blanks are traditionally cured in ovens to solidify the resin.

But that leads to air trapped in the rod “wall,” causing the rod to lose action, softening after a relatively short time.

Century uses an Autoclave to reabsorb the air back into the resin.

That creates a crisper, slimmer and lighter rod, the company says.

You simply couldn’t get a Formula 1 race-car team or an aerospace company to use carbon that isn’t Autoclaved, Century says.

Each of Century’s rods even includes an individual record to trace back the raw materials used to build the pole.

That delivers repeatability and reliability, Century says.

This attention to detail is part of what Century also defines as technology, the company says.

Without even fishing the rods, do you get the feeling a British invasion is under way?

That’s the feeling.

For more info about the rods, visit Advanced Fishing-USA’s Web site, the company distributing the surf rods in the United States.

In Great Britain, Century also sells carp rods, fly rods, state-of-the-art rod holders, and more.

For fun, check out Century’s Web site from Great Britian to see more about the company, including its other rods and products.