The phenotypic diversity in 96 antique and modern strawberry cultivars from the European Union and North America was evaluated in Michigan and Oregon, in 2011 and 2012. A total of thirty-five fruit and developmental characteristics were measured. Significant differences (p < 0.05) were observed among cultivars and environment for most of the characteristics, although only a few significant genotype x environment interactions were found. Several cultivars were superior for multiple traits including 'Aromas' from California (size, glossiness, crop load and weeks of flowering), 'Allstar from the Mid-Atlantic States (glossiness, firmness, drip loss and soluble solids concentration), 'Florida Radiance' (external color, skin strength, size, drip loss and acidity), 'Gorella' from the European Union (skin strength, internal color and soluble solids concentration) and 'Melody' from the European Union (external color, skin strength and drip loss). No antique cultivars carried superior traits that were not found in modem cultivars. The data in these trials will be combined with DNA diagnostic tests to identify genes of importance for strawberry breeding.