New Honma range set to make waves


  • Golf
  • Sunday, 19 Jan 2020

Honma’s Suzuki (left) and Matsumaru with the new Beres.

WITH their unveiling of the new 2020 Honma Beres line, the Japan-based company also made known their intentions of penetrating the North American and European markets.

Pointing out that Beres golf clubs were first launched in 2011, Honma’s Asia Sales senior manager Takahiro Suzuki told TeeUp that they were excited with the new Beres line and looked forward to further positive growth here in South-East Asia, and other markets as well.

“In particular we are focusing on the United States and Europe, ” he said. “As of recently, we established a Honma office in the US with a full complement by expertise in all aspects of the production of golf equipment from our Sakata factory (in the Yamagata Prefecture of Japan).

“This includes craftsmanship as well as team members with a specific duty to planning, performance and all the related fields, ” said Suzuki.

“Our new Beres line has drivers, fairway woods, utility clubs and irons at the forefront and the woods in particular are an exciting prospect for us. Beres has enjoyed good recognition in Asia, especially in South-East Asia, but we’ve decided we also want to put more emphasis on the US market as well as Europe.

“One of the key factors in delivering a better Beres is the development of improved ball speed. And here the clubhead, with new technology, improves ball speed, as does the shaft help generate better swing speeds. Combined, these definitely elevate the quality of the driver.”

Suzuki added that one of the advantages Honma has, is that they manufacture both their clubheads and

shafts in their own factory at the same time.

“Good direction and stability of the club in the previous generation has been carried forward into these new clubs – but with enhanced qualities, ” he added.

Suzuki said traditionally Beres has been a high-end product, but with the new line they believe younger folks will begin to enjoy its fruits too.

“Speed, stability and distance are key elements that the new Beres comes with and we are sure they (the young folks) will like it if they try it.

He added that Honma enjoyed stronger growth on the global stage and they expected similar improvements this year. He said the move to get Justin Rose to join Honma in January last year proved a massive help in creating more visibility that “obviously helped growth”.

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