Bentley Motors, the 96-year-old British carmaker, is taking its high-end lifestyle brand to golf course. No, the company isn’t producing a luxurious, high-priced golf cart. Instead, the brand launched its own brand of golf accessories by Bentley.
As expected, Bentley Golf clubs, forged in Japan and licensed for sale by Professional Golf Europe, come with a high price tag. A standard set of 8 irons (3-pitching wedge) will run you $3,500. Yes, that’s a little more than $400 for each iron. Adding a driver to your bag will set you back another $750. Be sure to save some spare change for Bentley’s $500 putter. These prices don’t include the numerous upgrades the company offers, such as custom-made $10,000 shafts or alligator skin grips. Company research revealed that more than 70% of Bentley car owners play golf.
“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.”
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, the same jeweler responsible for making the replica versions of the Claret Jug given to the Open Championship winner and the Augusta National Golf Club clubhouse given to the Masters Tournament champion.
Things get really interesting though when you take the company up on its offer to create the ultimate set of golf clubs as part of a “Bentley Experience.”
Interested buyers are flown to Crewe, England, where they are given a private tour of Bentley’s headquarters. From there, the club buyer is flown to Japan to undergo an extensive analysis at Seven Dreamers Laboratories, Inc. Seven Dreamers, long known for its work in the aerospace field, also makes custom golf club shafts. Using data from 3-dimensional swing analysis, the company then designs and manufactures individual carbon shafts specifically for each customer.
Seven Dreamers offers shafts ranging in price from $1,000 to $120,000 each (made with material used in Japanese satellites.) Bentley can also customize the paint on your clubheads and shafts to match the exterior or interior color of your car. Still not enough? Customers can select their color of Mulliner Bespoke Hides to match their golf club grips to the upholstery of their car’s interior.
And while owning a set of Bentley Golf clubs is more of a lifestyle choice, the clubs aren’t lacking when it comes to performance.