Throughout the years, Titleist have become known and well-respected for their high-quality, traditionally styled brand and equipment. So it may come as a surprise for some that 2019 appears to have brought about a different strategy.
Just last week, the company announced the launch of the TS4, a third driver in their TS Project range, a departure from their usual model of two drivers, both released at the same time, every two years.
Now they have introduced a whole new method and means of club development, named the CNCPT range, which they believe allows their R&D team unprecedented freedom to create the best-quality products they can. This premium line begins with two revolutionary new iron models - the CP-01 and CP-02 - which Titleist say feature world-first materials and technology in golf clubs.
The new CNCPT CP-01 and CP-02 irons feature the thinnest unsupported, constant-thickness face in golf, which is thanks to a rare, super strong alloy which has never been used before in club manufacturing.
Named the Super Metal L-Face Insert, it is measured numerous times to ensure extreme accuracy and perfect uniformity, and Titleist say that it can create ball speed levels higher than any other iron face ever.
This speed is reinforced by adding high-density tungsten - which makes up nearly half of the total head weight in the lower lofted clubs - in order to produce a higher launch with greater distance and provide a little more forgiveness.
Kelley Moser Jr, CNCPT Clubs Brand Manager, explains more:
CNCPT is an idea, a promise. It's our answer to 'What if?' What if our R&D engineers could bring their dreams to reality, using materials and processes never before used in golf? We promise to provide them all the resources they need, so that CNCPT will always deliver the 'wow'.
With a whopping £3500 price tag, these irons clearly fit within the ultra-premium club category, and this is something that Titleist appear to have addressed openly. These clubs aren't just designed so that anyone can grab a set from the shelves and buy them. The whole concept of CNCPT is that these are a luxury, no-expense-spared product, and so you get an appropriately comprehensive experience when making a purchase.
This is why you need to schedule a fitting with Titleist, when they become available from early May, so that you can ensure that these irons are suited to your own personal tendencies. Titleist themselves say that they are designed to be 'the finest irons you've ever played', and so if you're willing and able to make the investment you should be rewarded as a result.