Webzine – Number 2
Golf

“art of living“

It would have been a sweet irony indeed if the founders of the Royal & Ancient Golf Club of St Andrews had been told at the time of their club’s establishment in 1754 that the sport of which they were so proud would find favour with so many gentlemen on the other side of the Channel.Yet golf has effortlessly blended with the French art of living. It has gained ground naturally, adding to the country’s wealth of heritage.

Today French golf stands out for its diversity as much as for the excellence of its courses. With Victor Dubuisson’s starring role in Europe’s win at the 40th Ryder Cup, France has even found a champion who shines on the international stage. The 42nd edition of the celebrated tournament that pits Europe against America will be hosted at the Albatros course in Guyancourt and offers a unique opportunity to position France in the global golf market.

More than a sport, golf is an extremely rich art of living in many cities, where courses are about much more than greens and 18 holes but frequently also involve showcasing the wealth of French heritage.

In this edition we carry an interview with Grégory MOREAU, the head of Valgrine a French company that perpetuates the artistic trades and high-performance.

Lescuyer Properties est l'art du golf
Valgrine - Exclusive Luxury French Putter

You help increase admiration for French savoir-faire around the world, and through your collaboration with S.T Dupont you are forging even closer links with the French luxury sector.

Is that a real advantage in the golf world?

G.Moreau :ValGrine’s history has been built on the development of ultra high-tech golf putters. This alliance is unique in the world, representing a union of savoir-faire, innovation and technology for the benefit of the customer. These are weapons for achieving success and fuelling a passion! This alliance is based on the skills of men and women who are passionate about what they do. About 18 to 22 master craftspeople are involved in making a ValGrine putter, along with thousands of phases, hundreds of operations and 2 to 3 months of work!

That level of meticulousness led us to join forces with ST-Dupont, become a member of the Bellecour committee, receive the 2013 “coup de cœur de l’économie” (judges’ favourite in the economy category) and win an oscar for design by the Born committee along with De Grisogono and Ferrari and be awarded the “Entreprise du Patrimoine Vivant” (Living Heritage Enterprise) label by the Minister for the Economy and Industry! That shows you that the world of sports and great companies have much in common, namely a demand for excellence.

 Des putters ultra technologiques

Heritage and innovation are at the centre of your creations. How do you find the right balance between the two?

G.Moreau :I’m lucky enough to have a family who worked in industry. My parents immersed me in this discreet and sometimes secretive world from a very young age. To innovate you have to know the basics, the foundations, theories, the practice and a few secrets. For me heritage and innovation are intimately linked but you also have to combine them with passion and desire.

Will you continue to concentrate solely on designing exceptional putters or will you extend your skill to other clubs or even beyond golf?

G.Moreau :We are now regarded as a bit of Hermès of golf. That’s all very well, but the road is long! We are just at the early days of the story, we have a lot of things to do in golf with our putters. We are putting together a competition team and a club maker network. We are also expanding our distribution network, we are already in Paris, Courchevel, New York, Miami and soon on the Riviera. We are going to carry on doing what we know how to do very well. And then, why not think of associating our creations with another company that specialises in accessories or textiles? But that is not for right now! I want to cater perfectly to the demand of my present and future clients – enthusiastic, exacting golfers who are looking for excellence.

Valgrine, des putters d'exception

The ValGrine adventure has also been driven by enthusiastic men and women who keep alive these exceptional skills. Do you think that the idea of transmission is intrinsically connected to the world of luxury?

G.Moreau :I find it very difficult to define a world of luxury. For me it’s more about excellence and rarity. My history is rooted in the compagnonnage mentor movement, the transmission of values and knowledge. We make putters like no others in the world, they are utterly incomparable in terms of materials, finishes, design, performance and balance! ValGrine was preceded by 2.5 years of research and development, thousands of hours, hundreds of prototypes and dozens of tests with professionals, all of which led us to file for patents, brands and models. Behind the exterior there is a lot of technology and innovation for the user’s benefit. As I was telling you, the team is made up of master craftspeople so we are constantly striving for perfection!

Your models attract devotees from all over the world and you offer each one unique editions. Do you believe that tailor-made items are the very essence of luxury?

What is your vision of luxury today?

G.Moreau :For me luxury is defined and is expressed through design and products that are unique and complex to make and obtain. Our clients, our professional players, are unique, so they expect a unique product or at least a product at the opposite end of the scale to low-cost mass produced items. I stand up for products that are handmade in France and for the use of rare materials and techniques! My vision at the outset was simple: to make the most technical, efficient, easy to play with and most beautiful putter, irrespective of time or money. So maybe what I offer matches the expectations of golfers all over the world! We offer 3 levels of finishes: Collection, Pièce Unique, Haute Création, which could be considered similar to clothes that are classed as prêt-à-porter, tailor-made and Haute Couture.

Today luxury creates experiences. Luxury is lived more than possessed, as a genuinely exceptional escape from a daily life that devours time. Does it make sense to talk of a golf-based art of living?

G.Moreau :Absolutely. Playing golf for 4.5 hours is an escape, a precious moment during which we are cut off from the world! For some people this experience is often connected to a trip, eating out or a spa treatment. The golfer is an Epicurean, a strategist, a technician, a sportsperson on a perpetual quest for progress. ValGrine works according to these values and invites the happy owners of our putters to develop their senses like never before: view, balance, feel, sound and to an extent the smell thanks to the use of full-grain tanned calfskin. Yes, VG offers an opportunity to really live the art of living! Truer, fresher, more efficient, nicer and therefore greater!

Valgrine, la haute couture du golf

The 42nd Ryder Cup will be held in Guyancourt. Do you think this is a major opportunity to showcase French savoir-faire and its prestigious heritage?

G.Moreau :We are lucky to be in France, the most visited country in the world, but that status is due to our history, our heritage, our food and our wars! For golfers the Ryder Cup is a war of champions between Europe and the USA! Alliances, unique ties are created between champions and supporters. Unfortunately for us in France, we are not renowned for golf tourism or for great champions such as Tiger Wood or Seve Ballesteros, for example. So yes, as with other sports, the Ryder Cup will enable France, Paris and golf in our country to shine!

It would have been a sweet irony indeed if the founders of the Royal & Ancient Golf Club of St Andrews had been told at the time of their club’s establishment in 1754 that the sport of which they were so proud would find favour with so many gentlemen on the other side of the Channel.Yet golf has effortlessly blended with the French art of living. It has gained ground naturally, adding to the country’s wealth of heritage.

Today French golf stands out for its diversity as much as for the excellence of its courses. With Victor Dubuisson’s starring role in Europe’s win at the 40th Ryder Cup, France has even found a champion who shines on the international stage. The 42nd edition of the celebrated tournament that pits Europe against America will be hosted at the Albatros course in Guyancourt and offers a unique opportunity to position France in the global golf market.

More than a sport, golf is an extremely rich art of living in many cities, where courses are about much more than greens and 18 holes but frequently also involve showcasing the wealth of French heritage.

In this edition we carry an interview with Grégory MOREAU, the head of Valgrine a French company that perpetuates the artistic trades and high-performance.

Lescuyer Properties est l'art du golf

Valgrine - Exclusive Luxury French Putter

You help increase admiration for French savoir-faire around the world, and through your collaboration with S.T Dupont you are forging even closer links with the French luxury sector.

Is that a real advantage in the golf world?

G.Moreau :ValGrine’s history has been built on the development of ultra high-tech golf putters. This alliance is unique in the world, representing a union of savoir-faire, innovation and technology for the benefit of the customer. These are weapons for achieving success and fuelling a passion! This alliance is based on the skills of men and women who are passionate about what they do. About 18 to 22 master craftspeople are involved in making a ValGrine putter, along with thousands of phases, hundreds of operations and 2 to 3 months of work!

That level of meticulousness led us to join forces with ST-Dupont, become a member of the Bellecour committee, receive the 2013 “coup de cœur de l’économie” (judges’ favourite in the economy category) and win an oscar for design by the Born committee along with De Grisogono and Ferrari and be awarded the “Entreprise du Patrimoine Vivant” (Living Heritage Enterprise) label by the Minister for the Economy and Industry! That shows you that the world of sports and great companies have much in common, namely a demand for excellence.

 Des putters ultra technologiques

Heritage and innovation are at the centre of your creations. How do you find the right balance between the two?

G.Moreau :I’m lucky enough to have a family who worked in industry. My parents immersed me in this discreet and sometimes secretive world from a very young age. To innovate you have to know the basics, the foundations, theories, the practice and a few secrets. For me heritage and innovation are intimately linked but you also have to combine them with passion and desire.

Will you continue to concentrate solely on designing exceptional putters or will you extend your skill to other clubs or even beyond golf?

G.Moreau :We are now regarded as a bit of Hermès of golf. That’s all very well, but the road is long! We are just at the early days of the story, we have a lot of things to do in golf with our putters. We are putting together a competition team and a club maker network. We are also expanding our distribution network, we are already in Paris, Courchevel, New York, Miami and soon on the Riviera. We are going to carry on doing what we know how to do very well. And then, why not think of associating our creations with another company that specialises in accessories or textiles? But that is not for right now! I want to cater perfectly to the demand of my present and future clients – enthusiastic, exacting golfers who are looking for excellence.

Valgrine, des putters d'exception

The ValGrine adventure has also been driven by enthusiastic men and women who keep alive these exceptional skills. Do you think that the idea of transmission is intrinsically connected to the world of luxury?

G.Moreau :I find it very difficult to define a world of luxury. For me it’s more about excellence and rarity. My history is rooted in the compagnonnage mentor movement, the transmission of values and knowledge. We make putters like no others in the world, they are utterly incomparable in terms of materials, finishes, design, performance and balance! ValGrine was preceded by 2.5 years of research and development, thousands of hours, hundreds of prototypes and dozens of tests with professionals, all of which led us to file for patents, brands and models. Behind the exterior there is a lot of technology and innovation for the user’s benefit. As I was telling you, the team is made up of master craftspeople so we are constantly striving for perfection!

Your models attract devotees from all over the world and you offer each one unique editions. Do you believe that tailor-made items are the very essence of luxury?

What is your vision of luxury today?

G.Moreau :For me luxury is defined and is expressed through design and products that are unique and complex to make and obtain. Our clients, our professional players, are unique, so they expect a unique product or at least a product at the opposite end of the scale to low-cost mass produced items. I stand up for products that are handmade in France and for the use of rare materials and techniques! My vision at the outset was simple: to make the most technical, efficient, easy to play with and most beautiful putter, irrespective of time or money. So maybe what I offer matches the expectations of golfers all over the world! We offer 3 levels of finishes: Collection, Pièce Unique, Haute Création, which could be considered similar to clothes that are classed as prêt-à-porter, tailor-made and Haute Couture.

Today luxury creates experiences. Luxury is lived more than possessed, as a genuinely exceptional escape from a daily life that devours time. Does it make sense to talk of a golf-based art of living?

G.Moreau :Absolutely. Playing golf for 4.5 hours is an escape, a precious moment during which we are cut off from the world! For some people this experience is often connected to a trip, eating out or a spa treatment. The golfer is an Epicurean, a strategist, a technician, a sportsperson on a perpetual quest for progress. ValGrine works according to these values and invites the happy owners of our putters to develop their senses like never before: view, balance, feel, sound and to an extent the smell thanks to the use of full-grain tanned calfskin. Yes, VG offers an opportunity to really live the art of living! Truer, fresher, more efficient, nicer and therefore greater!

Valgrine, la haute couture du golf

The 42nd Ryder Cup will be held in Guyancourt. Do you think this is a major opportunity to showcase French savoir-faire and its prestigious heritage?

G.Moreau :We are lucky to be in France, the most visited country in the world, but that status is due to our history, our heritage, our food and our wars! For golfers the Ryder Cup is a war of champions between Europe and the USA! Alliances, unique ties are created between champions and supporters. Unfortunately for us in France, we are not renowned for golf tourism or for great champions such as Tiger Wood or Seve Ballesteros, for example. So yes, as with other sports, the Ryder Cup will enable France, Paris and golf in our country to shine!

Aristide Douroux
Editor At Large

Photos sources and movie : Valgrine ®
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