A method (250) and apparatus (20) for measuring the face angle of a golf club (300), golf club head (302) or face component (304) of a golf club head is disclosed herein. The method (250) and apparatus (20) use a non-contact displacement measuring assembly (24) to determine the face angle. The method (250) and apparatus (20) is utilized with right-handed and left handed golf clubs (300), golf club heads (302) and face components (304). The apparatus (20) generally includes a base assembly (22), a non-contact displacement measuring assembly (24), a shaft center sensor assembly (26), a base plate assembly (28), a lie adjustment assembly (30) and a shaft support assembly (32).