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21 April 2024

Make the putt with gold

By Reena Amos Dyes


If you have a keen golfer in the house and want to present them with a gift worthy of their style, then the Beres 7 series 5S club set is what you should set your sights on.However, be prepared to shell out Dh214,841 for a set of 13 clubs as these are made of solid gold and platinum.

The ferrule, the emblem on the iron head and the metal on top of the grips for both iron and wood, are solid 24 carat gold and Pt1,000 platinum.Apart from this, what makes these clubs so expensive and exclusive is that every part of the clubs, which are manufactured by Japanese company Honma, are painstakingly hand-made.
They are created to the exact length and weight that a player desires. You can even go as having your initials engraved on each club. 

Honma counts as clients the royal families of Brunei, Monaco, Spain and Morocco, German actor Lauder Bach, Real Madrid footballers Luis Figo and Ronald Luiz Nazario de Lima, the owner of National Football League’s Indianapolis Colts Robert Isray and singer Marc Anthony.


Speaking to Emirates Business about how the company came up with the idea of making gold and platinum clubs, Yukari Ohmae, who handles the international division, said: “For us making clubs is an art. We have always desired to be the best in the business and so we kept on taking our performance up a notch every time.


Ultimately, when we reached a level where we were providing the finest hand-crafted clubs made of the best material by the most skilled craftsmen available, we decided to do the ultimate and make gold and platinum clubs, not only to show the world what we could do but also to provide status and something special to 5S customers.”


Apart from the gold and platinum, what makes the 5S clubs so exclusive is the fact that only 10 per cent of the heads manufactured by Honma make the cut for the 5S models.

Then the shafts are made by one of the five highly skilled craftsmen that are on standby solely for this purpose. Ohmae said: “It takes one hour and 40 minutes to make one wood piece as it has to go through 94 processes of manufacturing and it takes two hours and 10 minutes to make an iron piece as it has to go through 103 processes before it is completed.


So it takes us at least 20 to 30 days to deliver a set, once an order has been placed.

“The higher the elastic carbon fibre, the trickier the work is. Also, since the clubs are meant to be held in people’s hands, it is our philosophy that they should also be made by hand. We feel there is just no other way to create the best clubs.


And this is a fact acknowledged by our customers at all levels, from amateurs to professionals.“As the clubs are all hand-made we also meet the special needs of the customers. They come to us with individual needs and we fine-tune products down to the smallest detail. For example, someone may want a club of a certain weight or size or with their name or initials engraved on each club. We do that for them.”