A 20-set limited run priced at $72,000 is not a product launch. It is a positioning exercise. Honma and Bugatti have built a co-branded equipment collection topping out at the price of a loaded Porsche Cayenne, and the math only works if you understand who the customer actually is.
The collection comes in two tiers. The Tour World Premium set, built on the TW777 platform with Bugatti cosmetics, runs $6,500 for a full bag. The Beres Super Premium Collection scales from $12,500 for the 3 Star to $72,000 for the 5 Star, with the 5 Star capped at 20 sets worldwide. The headline piece is a putter shaped after the rear profile of the Bugatti Tourbillon hypercar, sold separately at $9,600 in its 5 Star configuration.
This is a different play than the McLaren golf launch happening in parallel. McLaren is building an equipment brand from scratch, taking on the operational burden of design, manufacturing, and distribution. Honma and Bugatti are doing the easier version: two established luxury houses lending each other shelf credibility for a curated drop. Honma already makes $60,000 Beres sets. Bugatti already sells $4 million cars. The collaboration is a cross-pollination of existing customer lists, not a new business.
The historical parallel worth pulling out is Honma's own 2017 IPO on the Hong Kong exchange, when the brand was positioned as the global luxury answer to Titleist and TaylorMade. That bet did not pan out the way investors hoped. Honma's tour presence has thinned, the U.S. retail footprint has shrunk, and the brand sits at 69th in the DORMIED Index with flat month-over-month movement. The Bugatti collaboration is not a recovery strategy. It is a doubling-down on the only segment where Honma still has unambiguous authority: gold-plated Beres clubs for buyers in Tokyo, Seoul, Shanghai, and Dubai who treat golf equipment as a category of luxury goods, not as performance tools.
That distinction matters for how the broader category reads this move. Premium golf in 2026 is bifurcating. PXG and Miura compete on forging quality and fitting depth. Scotty Cameron and Bettinardi compete on putter craft and collectibility. Honma's Beres line has always sat in a fourth quadrant: equipment as status object, where the gold leaf and the lacquered shafts do more work than the CNC tolerances. The Bugatti partnership clarifies that Honma is leaning into that quadrant rather than fighting for relevance in the performance conversation. It is an honest read of what the brand still owns.
The twenty 5 Star sets will sell. They were probably spoken for before the press release went out. The harder question is whether collaborations like this can move the brand's underlying trajectory in markets where Honma needs volume, not headlines. A Bugatti-branded putter does not get a club pro in Phoenix to restock TW777 irons. It does not bring Honma back into the WITB conversation on the PGA Tour. It generates a news cycle and a few million dollars of high-margin revenue, then it is over.
What to watch is whether Honma uses the attention from this drop to rebuild its mid-tier visibility, or whether the brand continues to retreat into the ultra-premium niche where it is most comfortable. The Bugatti collection is a tell that the latter is the current strategy. That is a defensible business. It is also a much smaller one than the company once aspired to.
