Global Edition

New British Golf Watch Brand ETIQUS Launches

1.59pm 12th September 2014 - New Products

etiqus watch yellowETIQUS is a new British brand of distinctive, quality timepieces exclusively for golfers, which combines beautiful design with Swiss made movements.

The ETIQUS collection consists initially of 24 timepieces (17 for men and 7 for women) with many subtle details and features that will be recognised and appreciated by golfers, from the unique dimple patterned face that gives the 3D effect of a golf ball to a unique bezel inspired by Pace of Play guidelines published by The R&A¹.

The ETIQUS range is available from and from accredited affiliates². Prices start from £179.

The brand is the brainchild of entrepreneur Gary Butler who decided to combine his love for golf with his vast business experience to launch the ETIQUS high-quality range of affordable timepieces, which are specifically aimed at golfers.

“I was aware that there wasn’t an affordable watch brand on the market that solely targeted golfers”, says Gary Butler, Founder of ETIQUS. “A watch is a great way to communicate something about your sporting interests and it is this gap in the market, which inspired me to develop a timepiece brand exclusively aimed at those who have a passion for golf and want to be recognised for it.”

It took five years of research and development to bring the brand to market, making sure that every detail – from the meticulous product design to the launch of the stylish e-commerce website – was just perfect.

Although the product is of such a high standard, the price is still kept at an affordable level, ranging from £179 to £329, which has been priced similar to the cost of a driver and is well within budget for most golfers.

The brand name ETIQUS is derived from the spirit for which the game of golf is universally known – etiquette – respecting the written and unwritten rules of the game – which is part of what makes golf so special and fraternal.

Keen to share the social and personal benefits playing golf can bring (something Gary Butler experienced first-hand) ETIQUS donates £5 from each purchase, and supports other charitable events, to raise money for The Golf Foundation, which gives children and young people the opportunity to experience golf and the life skills it has to offer.

¹ Most golfers prefer not to wear a watch on the course, so the ETIQUS range is mainly aimed at those who want to wear a golf inspired watch off the course. However, if the watch is actually worn on the course then the bezel allows a player to understand their pace relative to that guideline at each and every hole. When the flag is replaced the golfer simply reviews the position of the minute hand relative to the hole numbers on the bezel. This would show the golfer whether they are ahead, on time or behind the pace of play of 3 hours 50mins i.e. under four hours.

As an example, if a golfer has a tee time of 9.34 then the start marker on the bezel is rotated to align with the 34th minute position on the watch face and then the bezel is set for that round. After completing the first hole the golfer simply reviews the minute hand position relative to the number 1 on the dial which shows the golfer that they should have finished the hole by 9.48. At each hole the position of the minute hand will inform the golfer of their pace of play relative to the guideline.

Whilst there are different courses and different holes, statistically after playing 3 or 4 holes on any course the time converges with a 2-3 minute window of the required average to play a round in 3 hours 50mins ie under 4 hours.

 ² ETIQUS affiliates are Golf Professionals who promote the brand and get a commission for every purchase they generate. Gary Butler says, “ETIQUS is an online business which enables us to offer a great quality product at a very competitive price. However we are aware that there will be some golfers who will want to see the product before purchasing and there will be purchasers who will prefer to have the timepiece shipped to an address where they know it can be kept for them until they are able to collect it.

“To meet these requirements we have put in place the ETIQUS Affiliate Programme where Club Professionals can acquire a timepiece for themselves at a discounted price, wear it to show their members the product, promote it when teaching etc and offer the click and collect service should that be required. In return the Affiliate is paid a service fee for each timepiece sold. Ideally the Club Pro should have some interest in and liking for watches.

“Currently the scheme is available to limited number of Affiliates in the UK only, but it is our intention to expand the programme in 2015.”

To find out more details about how to become an affiliate, please have a look on 

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