A hitting face of a golf club head having a location of longest characteristic time shifted away from the geometric center of the hitting face. The hitting face of the club head has varying thickness, with a thickest portion being at or near the geometric center of the plate-like hitting face. A second thickened portion of the hitting face substantially surrounds the thickest portion. The portions of varying thickness taper therebetween for relatively smooth cross-sectional profiles. The hitting face may further comprise a plurality of indentations at least partially located within the outer intermediate zone of the hitting face, having a thickness that is less than the thickness of the hitting face at the geometric center and tapered portion.