It took Justin Rose to turn some heads.

Rose, who has risen as high as number one in the world in recent years, is a perennial star, and it was the announcement he was departing TaylorMade for Japan’s Honma that really starting turning some heads and raising questions about the goal of the company. The addition of numerous executives with significant experience in the golf market—including Canadian John Kawaja, who is now the North American president—led many to start paying attention to what was previously a fringe brand.

History

With 60-years experience behind it, Honma has been recognized as a leader in the art of crafting forged golf clubs, the kind that make you the envy of your playing partners. Created by the Honma brothers, who opened a driving range in Japan in 1958, the company experienced significant growth through the mid-1990s, offering graphite shafts, an extensive line of equipment, and the forged irons that made it known outside of Asia. However, in 2005, Honma faced some financial struggles, which led to a financial restructuring under Chinese businessman Liu Jianguo, who would later take the company public in an attempt to crack the North American market, as well as be prepared for the emergence of China as a golfing nation.

North American Breakthrough

When rumors commenced in late 2018 that Justin Rose might jump ship for Honma, many simply shook their heads. Why would a player many regard as the best in the world leave for a respected Japanese clubmaker that had not cracked the North American market? It turned out Rose was the beachhead for an aggressive expansion strategy in Canada and the U.S.

“When we thought about the ideal golfer that aligns with our company values, everything pointed to Justin Rose,” said  Jianguo. “Justin is a world-class player, and beyond that, a gentleman and family man. We are ecstatic to have him on the Honma team.”

The High End

Honma is known for its high-end products, some of which can be found in select Golf Town stores. But it is the company’s super high-end products that really turn heads. Consider the US$3,755 Honma Beres S-05 Driver that was presented to U.S. President Donald Trump as a gift by Japanese Prime Minister Shinzo Abe. In fact, a few years ago when Forbes did a story on the world’s most expensive golf clubs, Honma placed several sets of irons on the list.

North American Strategy

When Honma signed Rose, the golfer immediately moved into the 747 Driver and prototype irons. Noted for having one of the thinnest crowns of any driver, Honma says the 747 driver has a crown that is, in fact, 50 percent lighter than the competition, but remains very forgiving. The T/W 747 World Irons played by Rose would hit the market in April.

Since then, Honma has moved more into the golfing mainstream with its TW-X set, a “player’s distance iron” that provides workability, but also the distance and trajectory needed by many amateurs.

What’s next?

With annual sales exceeding $250-million, Kawaja says the company will make more inroads with tour pros, and increase the breadth of its club line. But don’t expect the brand to vary too far from what made it great—the company’s high-end offerings will still be central to what Honma is.