Is it just me or is every luxury brand trying to tap into the surfboard market?

For summer the storied British brand has come out with a limited edition surfboard, decorated with a modern take on Dunhill’s iconic Bulldog motif.

Designed for Dunhill by the acclaimed European surfboard company Pukas in conjunction with surfing legend Jed Noll, the 9 ft. board is constructed from lightweight but high-density polyurethane foam with a superior resin-soaked fiberglass hard outer surface, minimizing drag on the waves.

Only 10 of the exclusive boards will be offered for sale at the Alfred Dunhill flagships in London, Tokyo and Shanghai for about $3,000.