Golf, the new territory of luxury: Bugatti, Louis Vuitton and TAG Heuer on the greens

Long reserved for a few insiders, golf has become the new playground of the great luxury houses. Bugatti, Louis Vuitton, TAG Heuer: all are investing in the green — no longer as a sport, but as a genuine art of living. A closer look at a deep-rooted trend — and the art of living it at its peak with AC Private.

Golf, luxury's new art of living

Golf is no longer a mere discipline: it is a full-fledged territory of experience, where prestige, artisanal excellence and exclusivity meet. The figures speak for themselves: in 2024, the National Golf Foundation recorded a historic high of over 47 million Americans engaged in golf-related activity, while the sport is growing remarkably in Asian markets, essential to luxury. An international, affluent and demanding clientele that values personalization and bespoke experiences.

Bugatti steps onto the green: the "Icons United" collection with Honma

On June 16, 2026, Bugatti and Japanese manufacturer Honma unveiled "Icons United," an ultra-premium golf collection marrying hypercar engineering with Japanese artisanal savoir-faire. It carries the brand's codes: horseshoe grille, "C-line," and blue carbon fiber inspired by the Bugatti Tourbillon.

• BERES Super Premium Collection — a true collector's work, with a two-tone ice-blue finish. The 5-star version is limited to 20 sets worldwide at $72,000; the 4- and 3-star versions at $25,000 and $12,500.
• Tour World Premium Collection — engineered for performance, based on the professional TW777 platform in titanium-carbon composite, starting at $6,500.
• Super Premium Bugatti Putter — a profile inspired by the Tourbillon's rear silhouette, between $3,200 and $9,600.

From Molsheim to the fairways: Bugatti, Alsatian pride

Here is a detail connoisseurs will savor: Bugatti's heart beats in Alsace. The brand's headquarters and assembly workshops are at the Château Saint-Jean estate in Dorlisheim (Molsheim), just 25 to 30 kilometers from Strasbourg — precisely where AC Private is headquartered. A proximity that makes the concierge a natural partner for lovers of the exceptional attached to the region, from the cradle of hypercars to the finest courses in the area.

Louis Vuitton and TAG Heuer on the greens

Bugatti is not alone. Louis Vuitton, a historic presence in golf's art of living, offers its iconic golf trunks, now collector's items. TAG Heuer, for its part, has strengthened its presence on the greens through a partnership with TaylorMade: a dedicated edition of its connected watch designed for golfers, along with a range of co-branded accessories. The wrist, too, is going golf.

Golf and exceptional hospitality

Golf luxury does not stop at equipment: it is also lived in exceptional destinations. Legendary addresses such as Gleneagles in Scotland or the Penha Longa Resort in Portugal embody this model, combining championship courses, five-star hospitality, gastronomy and wellness. Golf then becomes the thread of a stay where every detail is orchestrated.

Live golf at its peak with AC Private

Access to the most closed courses, booking the finest resort suites, acquiring limited series such as the Bugatti x Honma collection, arranging bespoke golf getaways: luxury golf is above all a matter of access and orchestration. That is the calling of AC Private, the reference luxury concierge. From the French Riviera to Alsace, from Paris to Prague, our teams open the doors to the most exclusive experiences.

An impossible-to-find tee-time, a collector's piece, an exceptional golf getaway: our private concierge composes each experience to measure, with discretion and exacting standards. Contact AC Private to imagine yours.

Frequently asked questions

Why are luxury brands investing in golf?

Golf attracts an international, affluent and demanding clientele and has established itself as an art of living combining prestige, artisanal excellence and exclusivity. In 2024, over 47 million Americans engaged in golf-related activity, a market also growing strongly in Asia.

What is the Bugatti x Honma golf collection?

Unveiled on June 16, 2026, "Icons United" is an ultra-premium golf collection born of the partnership between Bugatti and Honma. It includes the BERES Super Premium collection (5-star edition limited to 20 sets at $72,000), the Tour World Premium collection (from $6,500) and a Super Premium putter ($3,200 to $9,600), with aesthetic codes inspired by the Bugatti Tourbillon.

How far is Bugatti's headquarters from Strasbourg?

Bugatti's headquarters and assembly workshops are at the Château Saint-Jean estate in Dorlisheim (Molsheim), Alsace, about 25 to 30 kilometers from Strasbourg — where AC Private is headquartered.

How can I arrange a luxury golf getaway?

AC Private, a luxury concierge, arranges bespoke golf getaways: access to the most prestigious courses, exceptional hospitality and the acquisition of rare equipment. Contact AC Private to learn more.