The Secret Gibson SG Made for Kirk Hammett: How the CEO Crafted a Guitar for a Legendary Concert OZZY

Running one of the world’s most iconic guitar companies doesn’t leave much room for new hobbies. Between reviving vintage classics, supervising new launches, collaborating with artists, and expanding Gibson Garage locations, Cesar Gueikian’s schedule is packed to the brim.

Yet somehow, in the middle of that whirlwind, he found time for something unexpected:
he began learning how to build guitars himself.

For the last four years, Gueikian has immersed himself in the art of luthiery — understanding every step of the process from raw wood selection to the final polish. These aren’t novelty builds; each instrument in the CEO Series is a fully custom, high-end guitar infused with his personal vision.

And the results have already impressed some major names:
Jason Momoa, Kirk Hammett, and Tony Iommi have all taken notice. Momoa’s son owns the CEO-2 Explorer, Iommi praised the craftsmanship, and Hammett played one of Gueikian’s creations at an event that will go down in metal history.

The CEO-4: an SG that reached the stage with Metallica

The standout of the series is the SG Ghost Burst, a custom double-cut that Gueikian crafted and then gifted to Kirk Hammett. The finish was named by Adam Jones of Tool, admired by Tony Iommi, and ultimately brought to life on stage by Hammett.

When Gueikian completed the guitar, he snapped a photo and messaged Kirk:
“Want to try it?”
Hammett replied instantly — “YES!!!”, all caps, zero hesitation.

That guitar went on to appear at Ozzy Osbourne and Black Sabbath’s farewell event, Back to the Beginning, during Metallica’s performance of Hole in the Sky. Later, it sold for $76,800 at auction, raising funds for the Gibson Gives foundation.

Where it all began: one idea that grew into something bigger

Gueikian explains that the journey started with a simple curiosity:
Could he build a guitar from start to finish?

But as he spent Friday mornings working alongside Gibson’s craftspeople, he realized the real magic wasn’t the final product — it was the collaboration, the learning, the shared passion. The process created a deeper connection between him and the team, and that turned the CEO Series into something meaningful.

He tackled every challenge personally:

• mastering precise binding work,
• learning flawless neck fitting,
• avoiding sanding mistakes that can ruin a neck,
• and practicing finishes over and over until the Ghost Burst was perfect.

Some mistakes couldn’t be undone — sanding too deep, glue setting wrong — but each one strengthened his respect for the craft.

Why the CEO Series continues

What began as a personal project has evolved into a way to:

• support Gibson Gives charity initiatives,
• inspire the community around the brand,
• and celebrate the people behind the instruments.

For Gueikian, these guitars symbolize the relationship between Gibson’s heritage and the hands that make each instrument come alive.

Video: How Guitar Bodies Are Made At Gibson USA | The Process S1 EP1