Honma Golf Co. is king of clubs

Through their quest for precision and devotion to technology, equipment manufacturers long have made golf the world's most expensive sport. But no club maker can touch Japan's Honma Golf Co. Ltd., when it comes to craftsmanship or expense.

A full set of Honma's LB-280 irons (2-iron through sand wedge) retails for around 2.7 million yen, or $22,798. Throw in Honma's Big-LB driver and 3-wood and it's possible to spend as much as $32,00 on a set of the planet's most prestigious golf clubs.

"I know it's a bit intimidating when you first look at the price tag, but Honma's dedication to craftsmanship and quality are unparalleled," says Chris Daly, director of operations for Hi-Tech Golf, principal distributor of Honma products in the United States. "When you buy a set of Honma clubs, you are unquestionably getting the Rolls Royce of golf clubs."

Nearly 38 years ago, Hiro Honma decided to take the finest raw materials -- including persimmon wood, titanium, carbon and steel -- and hand-craft the finest clubs. Since then, his vision has grown along with that of Sakata, Japan, where 6,000 of the town's 10,000 inhabitants are employed in Honma's only factory.

No Honma iron is stamped with the signature "mole in the hole" cloisonne until each head has been put through a 156-step process. Honma uses Japanese SC-44 steel, softer than the U.S. variety, to cast its irons, increasing feel. Each cast head is scored with grooves and dipped in nickel, copper and chrome.

With its high-end clubs, Honma even highlights the finished product with 14-karat gold trim. The triple-layer carbon-graphite-titanium shafts used in all Honma clubs are state-of-the-art. And Honma was using low-center-of-gravity technology in its woods almost a decade ago.

Still, not a single Professional Golfers Association Tour player carries Honma clubs into golf's high-profile weekend wars. "Actually, Lee Trevino won the PGA Championship in 1984 carrying a Honma persimmon wood," says Daly. "The pros all know about Honma but the company has never believed in paying endorsement fees, so most touring pros opt to play clubs which put money in their pockets before they ever hit a shot."

Without the blessing of the pros, Honma flourishes purely on the power of prestige, offering seven different levels of shafts and dozens of different head styles to golf's rich and famous enthusiasts.

"Just the other day, I ordered a set for [pro-hockey player] Grant Fuhr," says Daly. "Jack Nicholson owns a set, as do Joe Pesci and Bryant Gumbel. It's not quite the same status symbol here as in Japan, but you'll find sets of Honmas in the bag rooms of most of the area's nicest clubs. If you want the most carefully crafted, custom-fit set in the world and you're willing to spend, some money, I can introduce you to the world of Hiro Honma."

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