The Brand

Pronounced: eh-ti-kus
Origin: etiquette-ous
Meaning: full of the qualities of golfing etiquette
Vision: the proper watch for a proper golfer
Play

The Spirit of the game

The Brand - EtiqusThere are people who ‘play golf’ and people who consider themselves to be ‘a golfer’. Both can enjoy the game but there are some clear distinctions between the two.

The transition from just ‘playing golf’ to ‘being a golfer’ is a journey that many start but not all finish. The journey takes the player from the first steps acquiring the basic skills to play the game, through understanding the essential rules, joining a club and entering club competitions. The gifted few progress through the ranks of club and county golf, into the elite amateur categories and then onto the ranks of the professional game. Yet the beauty of golf is that any golfer of any ability can have a game and enjoy the company of other golfers.They will acquire many friends along the way, will visit many stunning golf courses and will, for the most part, be a better person as a result.

ETIQUS Presentation Box In today’s world where professional sport is a highly commercial activity generating huge sums of money and top professionals secure very lucrative contracts and rewards it is pleasing to see that, in the main, golf has retained the core ethos upon which it was founded with those first rules written by the Gentleman Golfers of Leith back in the mid 1700’s.

Many words have been used to capture and express that ‘spirit’ such as honesty, integrity and courtesy. However it is only by playing the game and being a ‘golfer’ that you really get immersed in the history and learn, from other golfers, to respect all that has gone before.

Golfers regulate their behaviour and abide by the rules. They show respect for their partners or their opponents and golf also expects each player to play their best, be humble in victory and congratulatory in defeat. No matter how competitive, the game relies on the discipline of the player to show sportsmanship at all time.

The Spirit of ETIQUS

Golfing Etiquette

When asked what sets Golf apart from other sports most people will reply ‘etiquette’. Whilst the pocket rules of golf are a daunting 208 pages the etiquette of golf is captured in less than 18 words. The fundamentals of showing consideration to others, taking care of the course and playing at a good pace are the core principles embodied in an ETIQUS timepiece. If you can remember and commit to these three principles then you’re well on course to being ‘a golfer’.

Etiquette is the essence of the spirit of the game and is its defining quality.

  • Show consideration to others
  • Take care of the course
  • Play at a good pace

The Spirit of Giving

A golfer’s lot is not only to take from the game but also to give something back. Showing consideration for others extends beyond the golf course and charity is an ever present aspect of being a golfer.

Giving something back via a charitable donation is at the core of the ETIQUS brand. There are many worthy charities that support activities within the golfing community and we know that the future of the game depends on the next generation wanting to take it up and having the opportunity to do so.

A charitable donation of £5 is made to the Golf Foundation for every timepiece sold so every ETIQUS wearer knows that they have played some part in helping to preserve the Spirit of the Game. ETIQUS has already been successful in raising over£15,000 and we're striving to reach a target of £25000.

The Golf Foundation plays a major role in encouraging more young people into golf clubs to enjoy regular play and the ‘Skills for Life’ benefits the sport has to offer.

Formed as a charity in 1952 by a group including Sir Henry Cotton, the Golf Foundation ambassadors include Lee Westwood, Alison Nicholas and current president Colin Montgomerie. 

Download The Golf Foundation Annual Review

A Timepiece for every Golfer