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Williams Formula One is a big name in that sport and now the company, Williams Sports has jumped into golf in what might be called a big way with a $50,000 set of clubs. Yes, that’s not a misprint and presumably they are not anticipating selling a bunch of sets at the local muni.

Named the Black Diamond Series or according to Williams press information, the “Ultimate Golf Experience,” below is the operative paragraph describing why a set of clubs should carry such a high price tag.

Understanding each individual golfers needs are unique, a Williams’s expert club maker will custom fit and tailor each piece of equipment to the specific needs of the player. Maximizing and utilizing all fitting aspects will ensure the highest level of success that the Black Diamond Series can offer. The player will also receive a personalized 100% Italian leather custom Williams golf bag handmade in Italy by Schedoni, and will be a VIP Guest of the team of any F1 event of his choosing. The Black Diamond Series package carries a price tag of $50,000.00.

Williams also is marketing two more moderately priced sets: the Players Series and the Gold Series, plus accessories all benefiting from their experience in engineering and building Formula One racers.

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