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Hugo Boss H1 Club Initiative


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. Whilst creating and actioning an integrated PR strategy, Black Diamond 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.


BOSS Watches now has a branded presence in over 80% of UK golf clubs, and over 10,000 members have joined the H1Club website. BOSS Watches continues to grow its market share, despite having already been in market for 19 years.