WORLDWIDE GOLF SHOPS INSIDER

August / September 2017

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SPOT LIGHT ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 e very golf club manufacturer takes pride in the materials it uses to create its products. But Honma Golf takes it a step further: it actually builds the tools, and the shafts, that make and augment their clubs. "That is a rarity among club compa- nies," said Keith Patterson, Honma's marketing, media & public relations manager. Each Honma clubhead and shaft is created at the company's 40-acre design studio and factory in Sakata, Japan. The graphite-shafted clubs go through a 156-step process, including hand painting, an art that can take up to eight years to learn. Additionally, each shaft is hand-pol- ished and every club is worked on by more than 100 of the company's crafts- men before leaving the factory. "At the end of the manufacturing process, each club is visually inspected by our most senior master craftsmen before it can leave the factory," Patter- son said. "Clubs with even the slightest imperfection are turned back. That's why our customers deem Honma clubs to be works of art." Those who use and sell the clubs agree. "I'm blown away at not only how great the clubs look, but how golfers constantly marvel over the attention to detail on them," says Randy Chang, PGA Profes- sional at Journey at Pechanga near San Diego. "I've only been playing Honma clubs for six months and can kick myself for not switching to them sooner. After experiencing Honma clubs out on the course, I quickly realized the [intricacies] of clubs that are hand-crafted, blemish- free and well-designed in terms of fea- tures, feel and performance. The bottom line is how well it performs. And I can confidently say that those who hit Honma clubs are wowed by how well they feel and perform." For 2017, the company's TW737 se- ries includes four drivers, two fairway metals, two hybrids, five iron sets, wedges and putters. Other lines include the new Be ZEAL 525 line for golfers seeking high-end game-improvement features to help optimize their perform- ance with forgiveness; and the BERES 05, an ultra-premium line of game- enhancing clubs that are receiv- ing raves as simply gorgeous with their stunning shaping and sultry, gold accents. Honma's expertise is rooted in the past. Though it didn't open its first United States office until 2015, when it also began ex- pansion into 62 North American golf shops, the company was founded 60 years ago and has produced shafts and club heads from advanced steel, titanium and carbon composites since 1973. Its influence expands beyond golf, as "aerospace industry companies often approach Honma for materials and ad- vice," Patterson said. ....................................................................... visit a store near you to learn more. works of art Honma takes craftsmanship to a new level with its clubs

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