For decades, signature darts have been reserved for the sport’s most notable names and those making their way through the echelons of the game. So when Winmau unveiled the Emma Paton Edit on Tuesday, it may have raised a few eyebrows.
Paton hasn’t competed on the professional circuit, but that is precisely what makes the launch significant. In today’s darts landscape, influence is no longer measured solely by titles and televised averages.
As the face of Sky Sports’ coverage and one of the sport’s most recognisable faces, Paton has become an integral part of the modern game, making her latest collaboration with Winmau feel less like a novelty and more like a reflection of how darts has evolved.
The changing face of influence in darts the sport’s biggest names generally stand at the oche. World champions, major winners and crowd favourites dominated the headlines, while those behind the microphone or in front of the camera played a supporting role.
But as darts has grown into one of the world’s most watched indoor sports, those responsible for bringing the action to life have become stars in their own right.
These familiar faces have evolved into recognisable personalities, developing dedicated fanbases and becoming an integral part of the viewing experience.
Figures such as the late Sid Waddell and John Gwynne helped define generations of darts through their storytelling, while referees like Russ Bray became synonymous with the sport thanks to their unmistakable style.
Today, that influence extends further than ever, with broadcasters enjoying a profile that would have been unimaginable a decade ago.
Few embody that shift more than Emma Paton. Since becoming the face of Sky Sports’ darts coverage, she has become a constant presence at the biggest events on the calendar, conducting the interviews that capture both the elation of victory and the heartbreak of defeat.
The product Strip away the name on the box, and the Emma Paton Edit is a set built with a very specific player in mind, not the tour professional chasing another tenth of an average point, but someone picking up a set of tungsten darts for the first time, or dusting one off after years away from the oche.
The barrels are 90% tungsten and weighing in at 23, they have a comfortable radial grip designed to sit naturally in the hand without demanding the fine tuning that a more aggressive knurled barrel may reward.
The finish is black onyx with rocket red accents, a striking look that doesn’t lean on gimmick for its appeal.The standout feature, though, is the Orange Fusion integrated flight system that comes included and ready to use straight out the box.
This gives a more premium feel to the product, as opposed to the traditional flight and stem setup that tends to come with most sets.
Winmau themselves describe the set as “more than a set of darts… an invitation to step up to the oche with confidence, enjoy the rhythm of the game, and discover how easy it can be to get involved.
“Designed for newcomers, returners, and anyone who just wants to pick up a dart and play.”
Why this launch mattersIt would be easy to file the Emma Paton Edit under novelty, a broadcaster’s name attached to a product for a bit of extra shelf visibility. But that reading undersells what’s actually happening here, both for Paton and the sport around her.
Darts has spent the last two years riding a wave of attention it hasn’t seen since the Taylor era, driven in large part by Luke Littler’s rise and the audiences he’s pulled in behind him.
That growth hasn’t just been about better players playing better darts; it’s been about the sport reaching people who’ve never picked up a dart in their life, and who are far more likely to be drawn in by the personalities they see on their screens each night.
Paton has been at the centre of that shift the voice and the face that’s carried the sport’s biggest moments to an audience larger than ever.A signature range built by a broadcaster, for beginners, is a quiet acknowledgement of that reality.
Winmau is betting on Paton to be the reason someone who’s never bought a set of tungsten darts before decides to start.
That’s a different kind of influence than a world title, but in commercial terms, it may prove just as valuable. It points to where the next wave of ambassador deals in darts could well be heading.
The Emma Paton Edit is available now at winmau.com, priced at £49.99
Images: Winmau
Words: James Streatfield
