Spring 2017

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A D V E R T O R I A L Since 1959, Honma Golf has made some of golf's most-coveted clubs. One at a time, by hand. More than 400 skilled craftsmen – in the foothills of Sakata, Japan's Chokai Mountain – cut no corners nor rush any job. They simply make no compromises. Thus, every club is produced with only the very best materials and emerges with absolute precision – which is why they're golf's priciest clubs. And well worth the investment. Honma's 592,000 square-foot factory is one of golf's largest. Every club bears the "Made in Japan Sakata" inscription – a source of great pride to the company's craftsmen. Keen eyes will notice how each line on every club is in place. Founder Yukihiro Honma's family was so into amassing artwork that it built a museum to display its collection – creating his foundation for the unparalleled aesthetics he put into golf clubs. As inviting as the clubs are to look at, they're even more attractive to play. They feel consistent from one shot to the next. Shots fly with pinpoint accuracy, maximum distance and reliable spin. Distance gaps between the irons are exact. It's everything you can ask for, with respect to performance, forgiveness and control. And that's no coincidence: Each craftsman endures a lengthy apprenticeship, eventually and intuitively knowing precisely how the finished club will feel and play in a golfer's hands. While competitors rely on automated clubmaking technology, Honma's master craftsmen still work by hand with a focus extending to the last hundredth millimeter – an unheard-of attention to detail in the golf industry. They genuinely view each club as valuable, esteemed jewelry. Unlike other golf brands, Honma also produces its own shafts, rolling each by hand to control the quality. There are no shortcuts in the process. In fact, the company has led the way in material introductions, within golf circles – initially producing carbon graphite shafts in 1973, titanium-reinforced carbon shafts, and wood clubheads from advanced steel, titanium and carbon composites. Aerospace industry companies often approach Honma for materials and advice. All the while, Honma has produced only "mild steel" iron clubheads using its precision-cast forging method that results in soft-feeling and incredibly forgiving clubs. The company also incorporates a three-stage coating process in which heads are coated with copper, nickel and chrome, undergoing more than 150 hand-crafted processes and personal inspections along the way. This is the foundation for luxurious finishes that really stand out in a golf bag. While Honma was once a growing brand in the United States well into the 1990s, its focus returned to the Japanese market. Then in 2015, the company opened a U.S. office and expanded its products into 62 North American golf shops. For 2017, Honma's popular TW737 series consists of four drivers, two fairway woods, two hybrids, four iron sets, wedges and putters. All are created by uniting Honma's Triple Power of feedback from Tour pros and serious golfers; customized club production; and ability to choose the most suitable club for every skilled golfer. Then there's the new Be ZEAL 525 line for golfers seeking high-end game-improvement characteristics, to help optimize their performance with forgiveness. And finally, the BERES 05 is an ultra-premium line of game-enhancing clubs that are simply gorgeous with their stunning shaping and gold-accented luxe appearance. Playing any Honma club ensures you're getting the best possible performance and feel from each shot you take. It's peace of mind that you'll be hard-pressed to find elsewhere. H O N M A G O L F U S A . C O M Unbeatable craftsmanship so you can craft a better game

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