Bentley unveiled its new line of golf clubs and accessories at last week’s PGA Merchandise Show in Orlando. While a standard set of 8 irons (3-pitching wedge) retails for $3,500, the upgrade version – which includes a trip to Japan for a fully customized set – will run up to six figures.
Bentley Motors, the 96-year-old British carmaker, is taking its premium lifestyle brand to the golf course, offering clients an option to match their grips to their car’s Mulliner Bespoke Hide interior. The clubs will be manufactured in Japan and licensed for sale by Professional Golf Europe.
According to Peter Lord, Co-Director of PGE, the luxury motorcar manufacturer conducted a study and recently that found nearly 80% of Bentley car owners play golf. Hoping to connect with its clientele, the Bentley designed golf clubs are inspired by the shapes and design features on the car.
“Bentley had done a lot of research about the lifestyle add-ons they wanted to pursue,” Lord said. “Most Bentley owners are using clubs that probably aren’t in line with the rest of their lifestyle in terms of the watch they wear, the holidays they go on or the car they drive.”
Throughout the set, the designs are inspired by shapes from a Bentley motorcar; the dividing lines between silver and black finishes resemble the haunch in the rear quarter panel, and the grip offerings are made to match the different interior leather options. The irons, offered in blade and CB models with a two-tone finish, ‘piano’ black and satin, are made from S25 carbon steel and formed by Vega — one of Japan’s top golf manufacturers. The drivers, made from titanium, are offered in 9, 10.5 and 12 degree lofts, while the fairway woods come in a 15-degree head.
Bentley is offering golfers to create the ultimate set of golf clubs as part of a “Bentley Experience”, as they get the chance to create a set of fully customized clubs in Japan. Interested buyers are flown to Crewe, England, where they are given a private tour of Bentley’s headquarters. The club buyer is then flown to Japan to undergo an extensive analysis at Seven Dreamers Laboratories, Inc, who will be designing and manufacturing individual carbon shafts specifically for each customer.
“Unlike a typical club-fitting, where the golfer’s swing is matched to an existing shaft on the market, Seven Dreamers make custom shafts for you based on the data captured,” Lord said. “You can easily exceed 100 grand for a set of irons.” Seven Dreamers offers shafts ranging in price from $1,000 to $120,000 each (made with material used in Japanese satellites.) Bentley can also tailor the paint on your club heads and shafts to match the exterior or interior color of your car.
The company’s new line of golf accessories also includes carbon steel ball markers for $100. The $750 sterling silver ball marker is made by Ottewill Silversmiths. Adding a driver to your bag will be priced at an additional $750 and another $500 for Bentley’s putter. There are numerous upgrades available too, such as custom-made $10,000 shafts or alligator skin grips.