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H1 Club website viewed on Macbook

Hugo Boss H1 Club


Our Brief

BOSS Watches approached Black Diamond to strengthen their positioning in the UK grass-roots golf market, and to build deeper relationships with both male and female golfers. As the sport continued to increase in popularity with new demographics, and the nature of golf club membership remained in a state of change, we had to create a concept that would engage all types of golfers.

H1 Club website screenshot
H1 Club website screenshot
H1 Club website screenshot
H1 Club mockup on multiple devices

What we did

Whilst creating and actioning an integrated PR strategy, we also developed the BOSS H1 Club - an online club that gifts a free BOSS watch to golfers who have achieved a hole in one. The website leverages social and email messaging to maintain a dialogue between BOSS Watches and its golf audience, and allows them access to private offers and limited edition products.

Features include an e-commerce area, integration with third party apps such as HowDidIDo, and an advanced content management and member engagement platform.

Results and outcomes

BOSS Watches now has a branded presence in over 80% of UK golf clubs, and over 10,000 members have joined the H1Club website.

In addition, the PR campaign resulted in 1100 editorial pieces in 2014, and BOSS Watches grew by 46% in 2014 and 71% in 2015, despite having already been in the market for 17 years.

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