- The Dogwood is the first post-Callaway Small Batch Toulon Design putter.
- The Toulon Design Dogwood features high-end steel construction and hand-polished finish.
- Available Aug. 24 at ToulonGolf.com with a MSRP of $2,000.
Today, Toulon Design is releasing the Dogwood putter, the latest in their Small Batch series of limited-edition putters. There are more than a couple of significant things about this release but, first, let’s explore the “Small Batch” label.
Small Batch putters are just that: made in small batches. Rather than being geared towards mass production, these putters represent explorations of what can be done with putter making when large production numbers are not required. Typically, the Small Batch putters also feature premium and sometimes unique materials.
I’ll use my favorite Small Batch putter, The Carbonetti Brooklyn, as an example. At its core, the Carbonetti Brooklyn is a Toulon Atlanta. What made this putter a Small Batch putter was that guitar maker Jimmy Carbonetti fashioned the putter’s sole plate from European elm, specifically from a tree that grew for a century and a half in Brooklyn’s Prospect Park.
That level of uniqueness is what Toulon Design’s Small Batch is all about—making a small batch of unique putters.
Checking out the Toulon Design Dogwood
Initially, I found the Dogwood a bit mysterious. If I’m being honest, I spent more than a few minutes trying to figure out where I had seen the Dogwood shape before. I couldn’t associate it with another putter.
It reminds me of my first Scotty Cameron, the Circa 62 #1. It also reminds me of some old TP Mills pintail designs, Bettinardi’s 3-step JAM and Byron Morgan’s Bombora.
Since I couldn’t figure out the answer, I asked Team Toulon. As it turns out, I was correct in my conclusion (or lack of conclusion). The Dogwood is an amalgamation of designs, combining elements of multiple classic blade putters.
It is similar to the Toulon Design Magnolia but a little shorter heel to toe and with a double-shelf flange.
Toulon Design Small Batch Dogwood putter is manufactured from 904L stainless steel which is also used by Swiss watchmakers. Not only is this more expensive but its soft nature requires special tooling and slower milling times.
The putters are all hand-polished as well, producing “a depth and luster that is simply unrivaled.” Man, do I love putter press release prose. Translation: the PVD finish is exceptional.
Add to all of this the lovely Dogwood sole graphics and you have the makings of a true limited-edition putter.
Specifications: Toulon Design Small Batch Dogwood Putter
- Material: 904L stainless steel
- Construction: CNC milled and hand polished
- Finish: Midnight Brilliant Black PVD
- Face: Super Fine Double Fly milling
- Neck: Flow
- Toe Hang: 57°
- Weight: 350 grams
- Shaft: Chrome steel
- Grip: Toulon Special Mid-sized Pistol
- Production run: 75
- MSRP: $2,000
Wait. How Much Are These?
Did I mention that these putters are $2,000? Each?
This seems to be the week for pricy putters. Obviously, this is not a putter designed to be found on the rack at Big 5. The Toulon Design Small Batch putters are premium putters. “Premium” may be a misnomer. I think these are better described as luxury putters.
If the Toulon Design Small Batch Dogwood putter was a watch it would be a Rolex, not a Timex.
What Makes the Toulon Design Small Batch Dogwood a $2,000 putter?
What could possibly justify placing a $2,000 price tag on a golf club?
Let’s jump back to the watch analogy. If all you want to do is tell time, a Rolex and a Timex are interchangeable. They have the same basic function. So why is the Rolex a hundred times more expensive?
On one hand, you have a difference in material cost. The components and metals used in the Rolex are more expensive than those in the Timex. That drives up cost.
Relating that to this putter, the Toulon Design Small Batch Dogwood putter is manufactured from 904L stainless steel. As I mentioned, the steel is expensive, needs special tools and requires slower milling. That translates to a more expensive product.
Here’s a fun fact. A Swiss watch company that uses 904L stainless steel in their watches is none other than Rolex. Yes, the Toulon Design Small Batch Dogwood is made from Rolex steel. That’s going to add a zero to the price.
The Value of a Name
Another thing that drives up the price of a Rolex watch is the brand name. There is a status associated with that name. It’s almost as if when you are wearing a Rolex, you have reached a certain place in the hierarchy of life.
I am not for a second trying to say that Toulon Design and Rolex are synonymous in terms of luxury labeling. Not yet at least, but that is a part of the mystique with this putter.
Toulon Design Small Batch putters are not targeted at the same consumer as off-the-rack Odyssey putters. Those who have them know they have a putter that very few other people in the world have. To them, that has value.
Final Thoughts on the Toulon Design Small Batch Dogwood
Toulon Design Small Batch are interesting explorations into the possibilities of putter making. They possess unique features like wood from guitars or steel found in luxury watches. They are not mass-produced nor are they for the masses. These putters are for the people with the means and the desire to have something truly exotic.
Even at $2,000, these will sell out. There are only 75 of them in the world. There are definitely that many people out there who want a putter made from the same metal as their fancy watch.
Am I buying a Dogwood? Nope. I’d like one but that price is out of my league.
I view Toulon Small Batch putters like I view watches. I love looking at Rolex watches but I wear a Seiko. Would I like to own a Rolex? You bet. In fact, I’ve coveted the Oystersteel and gold submariner for some time. I love the look of that watch but $15,000 for a watch doesn’t fit my financials.
Thankfully, luxury daydreams are free.
Find out more about the Toulon Design Small Batch Dogwood at ToulonGolf.com
FAQ: Toulon Design Small Batch Dogwood Putter
How many Small Batch putters have been made?
By my count, there have been 11 other Small Batch putters. I may have missed one but that number is close.
Why aren’t you mad that these cost $2,000?
Why would I get mad? I don’t yell obscenities out the window when I drive by the BMW dealership. Instead, I drool a little over the new X6 model and I happily drive my Honda home.
Is Sean Toulon still with Callaway/Odyssey?
A little while back, Sean Toulon retired from Callaway and took the Toulon Design brand and his son Tony with him. While Toulon Design is now a separate entity, I wouldn’t rule out future collaborations.
Seriously, why are these $2,000?
The simplest answer is because there is a market for them. Sean Toulon is a smart dude. He knows that the consumer base to support such products is there. Why did Mercedes make a $750,000 Maybach G650? Because someone has the cash and the inclination to buy them.