Titleist Entering The "Super Premium" Club Market

With PXG paving the way, it was only a matter of time before other companies introduced
"super premium" clubs.

Mike Stachura reports on the effort being made by Titleist to move into concept-cars-you-can-buy market.

“This is not a cosmetic foray into super premium products,” he said. “This is really about how can we go to the next level of performance by having all the constraints taken off of us and something that we can make more than two of.”

Of course, that also means no constraints in terms of cost to the consumer. The C16 driver will start at $1,000, while the C16 irons start at $2,700. The clubs will be strictly limited at just 1,500 drivers and 1,000 sets of irons. In addition, interested buyers can only purchase the clubs after a clubfitting at Titleist’s California or Massachusetts headquarters, or by visiting one of more than 80 locations where fitting events will be held every Thursday for the next two months.

I guess my initial reaction is a simple "what took so long?" But there could also be a backlash of sorts too, which may explain why the major companies have taken a while to go this route. Thoughts?