Honma Golf, commonly referred to simply as Honma, is a Japanese premium golf-equipment manufacturer and lifestyle brand. The company is best known for its golf clubs, shafts, and strong emphasis on traditional Japanese craftsmanship. Honma traces its origins to 1959 in Yokohama, Japan. Today, its principal research and manufacturing base is the Sakata Studio in Sakata, Yamagata Prefecture 1.

Honma occupies a distinct position in the global golf industry by combining modern club engineering with a handcrafted, artisan identity rooted in Japanese tradition. Its reputation has historically been associated with finely finished clubs, proprietary shafts, meticulous manufacturing processes, and premium or luxury positioning.

The company’s current corporate information describes its business as the design, manufacture, and sale of premium golf equipment, including clubs, balls, apparel, and accessories 2.

Quick Facts

The story of Honma begins in 1958, when the Homma brothers opened a driving range in Tsurumi, Yokohama. In 1959, the business was formally established as Tsurumi Golf Center Co., which served as the predecessor to today’s Honma Golf. This origin is significant because Honma did not begin as a large-scale corporation but rather as a business physically close to golfers and their needs.

In 1962, the first Honma test club was produced. The following year, in 1963, the company established Honma Golf Club Manufacturing Co. and began manufacturing golf clubs. The Honma brand continued to develop through the 1960s. The early philosophy centered on understanding the golfer, developing the club accordingly, and manufacturing it with exceptional control.

During the 1970s, Honma established itself as a technologically ambitious clubmaker. A key development occurred in 1973, when the company introduced wood clubs featuring black carbon-graphite shafts. Honma subsequently developed its own capabilities for manufacturing carbon shafts.

The company also expanded its product range beyond clubs. In 1976, it began selling Honma-branded golf apparel and related products 3. Historical product lines included models such as COLLECT, NEW COLLECT, EXTRA COLLECT, EXTRA 90, Hiro Honma, Prancer, and Tour Model, before the later introduction of the BERES and TOUR WORLD families. This history indicates that Honma has experimented with various technologies and target demographics throughout its existence, rather than remaining exclusively a luxury club maker.

Perhaps the most critical location in Honma’s history is Sakata, Yamagata Prefecture. In 1981, Honma moved its production base to Sakata, which became the center of the company’s manufacturing and craftsmanship culture. Honma refers to this facility as the Sakata Studio rather than a factory, reflecting a philosophy that views clubs not merely as mass-produced sporting goods but as products requiring skilled human craftsmanship.

Honma describes Sakata as the birthplace of its “Made in Japan, SAKATA” clubs, where skilled craftsmen are involved in numerous stages of production 4. This vertical integration and focus on artisanal skill serve as a major differentiator between Honma and many large international golf-equipment brands.

The brand image relies on three pillars: Japanese manufacturing, skilled craftsmanship, and modern engineering. The company emphasizes that its craftsmen undergo long apprenticeships to develop an intuitive understanding of how a finished club should feel and perform. Consequently, the “Made in Japan, Sakata” label is integral to the product’s identity and positioning.

Shafts represent a core component of Honma’s technical identity. The company began manufacturing carbon shafts internally in the late 1970s and early 1980s, continuing to develop proprietary composite technologies. Honma’s history includes the development of Titanium-Boron shaft technology during the 1980s and a U.S. patent for titanium-reinforced carbon shafts in 1991.

In modern products, proprietary shaft families such as ARMRQ and VIZARD have become essential to the brand. Honma approaches the golf club as an integrated system—clubhead, shaft, grip, balance, and golfer—rather than simply purchasing standard aftermarket shafts. The company invests heavily in designing its own shafts to match specific club models and player characteristics.

Honma has developed a strong reputation for premium and luxury golf clubs, driven by factors such as Japanese manufacturing, hand-finishing, elaborate construction, proprietary shafts, high-grade materials, attention to cosmetics, low-volume production for certain models, personalization, and distinctive aesthetics.

This positions Honma differently from brands like TaylorMade, Callaway, or PING, which are primarily associated with mass-market performance technology. While Honma competes in performance, its differentiation lies in the combination of performance, craftsmanship, and exclusivity.

BERES

Launched in 2005, the BERES brand represents Honma’s luxury flagship identity. It focuses on matching club construction and shaft characteristics to individual golfer requirements, including swing speeds. BERES is associated with premium materials, elaborate cosmetics, lightweight construction, proprietary shafts, and high-end finishing. Some BERES clubs feature gold-colored finishes and decorative designs, highlighting Honma’s status as a luxury brand.

TOUR WORLD

The TOUR WORLD family targets serious and performance-oriented golfers. Described as being designed for professional and advanced players, the modern line was introduced in the 2010s. This series counters the misconception that Honma is solely a luxury maker, as these products compete directly in the performance-golf market.

Be ZEAL

Introduced in the 2010s, Be ZEAL aims at entry-level and developing golfers. The company states that this line combines appealing cosmetics with performance characteristics suitable for newer players. This expansion allowed Honma to move beyond its traditional high-end image toward serving a broader range of golfers.

Product Hierarchy Summary

Honma registered its shares with the Japan Securities Dealers Association in 1995 and expanded international operations across Asia during the 1990s. In 2004, the company listed on the JASDAQ Securities Exchange. However, in 2005, Honma applied for protection under Japan’s Civil Rehabilitation Law as part of a restructuring process, leading to its delisting from JASDAQ. The restructuring was completed in 2006.

Following this period, Honma entered another phase of international expansion. Although its manufacturing identity remains strongly Japanese, the company established operations across Asia, including Singapore, Hong Kong, Taiwan, Malaysia, and Thailand. Modern corporate structures reflect significant business activity in China and other markets.

A major milestone occurred in 2016, when Honma Golf Limited listed on the Main Board of the Hong Kong Stock Exchange under stock code 06858. This marked the transition from a Japanese workshop-founded entity to a publicly traded international group.

Honma emphasizes controlling the entire process from design through final production, particularly for Japanese-made products. The Sakata operation integrates clubhead manufacturing, shaft development, assembly, finishing, quality control, testing, and skilled manual work. This vertical integration allows Honma to maintain consistent quality and optimize the relationship between shaft and clubhead.

Branding is heavily influenced by the Japanese concept of takumi—mastery developed through years of specialized craftsmanship. Honma presents its clubs as objects of craftsmanship rather than mere sporting equipment. Terms such as craftsmanship, Sakata, Made in Japan, precision, and master craftsman are central to its communication. The company describes its mission as crafting high-quality, beautiful-performance golf clubs, viewing club-making as a form of artistic expression.

According to current corporate information, Honma’s business includes the design, manufacturing, and sale of premium golf equipment, with its R&D and manufacturing base remaining at the Sakata Studio. The company operates at two levels: maintaining a Japanese manufacturing identity focused on craftsmanship and engineering, while simultaneously functioning as a global commercial brand selling across multiple price and performance segments.

Honma’s reputation varies by market. In Japan and parts of Asia, it holds a long-standing reputation for premium craftsmanship. In other markets, such as the United States and Europe, it has historically been more niche, often recognized primarily for its BERES products or luxury image. This relative exclusivity can reinforce its premium positioning.

Contrary to some misconceptions, Honma is not exclusively for wealthy golfers. Its portfolio includes accessible ranges like Be ZEAL alongside high-end BERES and performance-focused TOUR WORLD equipment. However, the brand image remains significantly more premium than that of many mainstream manufacturers.

Sources: Honma’s corporate history and manufacturing-history pages.

Honma is a Japanese premium golf-equipment and lifestyle brand founded in Yokohama in 1959. From its beginnings as a small golf business, it evolved into a vertically integrated clubmaker known for Japanese craftsmanship, proprietary shaft technology, and premium club construction. Its manufacturing heart remains the Sakata Studio in Yamagata, upholding the “Made in Japan, Sakata” tradition. With product lines ranging from advanced-player clubs to luxury equipment—represented by BERES and TOUR WORLD—and following periods of financial restructuring and international expansion, Honma became a global brand listed on the Hong Kong Stock Exchange in 2016. Today, its core identity combines Japanese craftsmanship, engineering, premium materials, and personalized golf performance.

1. Corporate Facts | Company Overview | HONMA GOLF
2. Official HONMA Golf website
3. Honma Stories – The Golf Club Manufacturer.
4. History of Manufacturing | Manufacturing | HONMA GOLF