GOLFNEWS.CO.UK
[44] DEC/JAN 2017 | WATCHES
ETIQUS GOLF TIMEPIECES With so many people using their mobile
With Christmas coming up, a lot of people
phones to tell the time these days, what made
will be buying watches for their partners.
you think that a traditional wristwatch could
What is the turnaround from ordering
make an impact?
online to delivery?
If we only bought watches to tell the time there
Over 80% are delivered in the UK the next
wouldn’t be a watch industry! Timepieces can
working day. We’ll be taking orders for
say a lot about the wearer and, as one of the few
Christmas delivery in the UK right up to
jewellery items a man will own, are often bought
December 21st – that is, of course, assuming
to celebrate a special occasion: birthdays,
we’ve got some left!
anniversaries, a year as a captain, and of course, Christmas. To make an impact and to stand out
Etiqus has already raised £15,000 for the
from the crowd you need a unique proposition.
Golf Foundation after donating £5 from
Etiqus has granted patents as a golf timepiece, so
every purchase. It’s a very magnanimous
if you see a stranger wearing an Etiqus you might
gesture, but do you have any say in how
not know much about them, but unlike any other
that money is spent?
watch, you do know they’re a golfer.
No, but I do understand the difference that can be made from our donations. The Golf
What was your background before you got
Foundation appreciates our support, and
into the watch business?
is increasingly aware of the need to work
I worked in the IT and communications sector
with new funders and be more innovative in
and have run businesses involved in the
fundraising. I was only able to take up golf as
technology that supports e-commerce solutions,
a youngster through a charitable gesture, so
hence my commitment to launch Etiqus as an
raising money to get more kids into golf is very
online brand. I believe it enables me to offer
important to me.
the golfer a good quality product at a very competitive online price, and to ship them direct
On your sport models, the most distinctive
to the customer almost anywhere in the world.
feature is the now iconic Butler Golf Bezel.
The future of retail is online, so in most respects
Why is that so important to your design?
the market is moving in my direction.
The pocket book ‘Rules of Golf’ extends to over 200 pages, whereas the spirit of
With most of the top professional golfers
the game founded in the principles of golf
sporting Rolexes, Omegas and Audermar Piguet
etiquette are written in just a few words, ‘show
watches, how hard has it been to break through
consideration for others, take care of the
into a market dominated by big brands?
course and play at a good pace’, which I think
We don’t compete with the luxury brands, we
captures the most important aspects of being
differentiate from them. Other watch companies
a ‘good golfer’. The bezel algorithm of the
use golf and famous golfers to market their
hole numbers one to 18, which was originally
brand in order to sell watches at prices beyond
inspired by pace-of-play guidelines published
the reach of many golfers, which bizarrely
by the R&A, is the distinctive feature that
actually promote sports other than golf. We
unmistakably identifies the wearer as someone
use our brand to exclusively promote golf and
with a love of golf.
its core values, and sell affordable timepieces specifically created for golfers. Etiqus is unique in
How much time do you get to play golf, and
that it’s our watch for our game – golf!
where are your favourite places to play? Unfortunately a severe spinal injury has
You’ve brought out a number of different
restricted my time on the golf course this year,
models themed around the colours in golf.
and I need to learn a new technique in order
Which has been your best seller?
to play competently. So I’m looking forward
The best sellers in each collection have been the
to playing regularly again, and especially links
Summer White dial models.
golf, which I absolutely love.
Which Etiqus watch do you wear? Or do you
If you had the power of time travel, which
switch models according to the occasion?
era would you move back to and why?
Each morning I choose one watch to wear from
I wouldn’t – I’d only want to travel forward in
my 50 or so men’s models, depending on what
time. It would be interesting to travel 100 years
I’m doing or wearing that day. The silicone strap
into the future to see if people are still playing
models are great for casual wear, leather straps
golf, out on the course, preferably with ‘lark
are good as a smart/casual option and I wear the
song and sea sounds in the air, and splendour,
steel bracelet ones for a more formal business
splendour everywhere’, or will golf become a
look. On the golf course, like most golfers, I rarely
virtual reality only sport you can play from the
wear a proper watch, but as soon as I leave the
comfort and isolation of your solar-powered
course an Etiqus is back on my wrist.
life support pod?
Golf News was in conversation with Etiqus founder Gary Butler. To see the latest Etiqus range, visit www.etiqus.co.uk