Martin Guitar is launching a new model, the CEO 10, which is the company's first guitar designed by its CEO. The launch is part of a larger unveiling of new models by the company, although the exact timing and details of the launch are unclear, with some reports referencing NAMM 2023 and others mentioning the 2025 or 2026 NAMM Show. The CEO 10 is a limited-edition acoustic guitar and is one of several new models introduced by the company.