Rolex’s support for golf dates back to 1967, and this year the Swiss watchmaker commemorates 25 years of unwavering partnership with the prestigious Masters Tournament at the Augusta National Golf Club next week.
In the world of luxury brands, Rolex stands synonymous with prestige and a relentless pursuit of perfection. This philosophy extends far beyond their timepieces, playing a major role in their sponsorship strategy. Nowhere is this more evident than in their longstanding partnership with golf.
For decades, Rolex has been a champion of excellence in golf, mirroring its own pursuit of greatness. The brand’s enduring relationship with the sport began more than 60 years ago – in 1967, when golf legends Arnold Palmer, Jack Nicklaus and Gary Player became the brand’s first golfing Testimonees. Known together as The Big Three, these legendary players changed the face of golf forever, and their partnership with Rolex marked the beginning of a relationship based on the shared commitment to continuous improvement and unwavering precision. Since then, the affiliation has grown and flourished, permeating every level of the game worldwide.
The Swiss manufacturer’s support for the game is built on a strong sense of integrity and respect for tradition that ensures the continuity of expertise and transfer of knowledge, and an understanding of the importance of investing in the sport’s development for future generations. The Masters Tournament, whose rich history, uncompromising standards, and respect for tradition reflects Rolex’s own commitment to perpetual excellence in all its endeavours. It is the first men’s Major championship of the season and is held annually at the majestic Augusta National Golf Club in Georgia, USA – one of the four elite’s men events to be contested by an invitation-only field and played on the same course each year – where the meticulously designed course rewards precision. At this revered event, accuracy is everything, making Rolex the perfect partner.
Success at the Masters is widely regarded as one of the game’s crowning achievements and requires more than just skill. Staged this year from April 11–14, it demands the continuous pursuit of perfection and the world’s leading golfers will compete for the coveted ‘Green Jacket’.
The Masters Tournament is not just a competition, but a celebration of golf’s heritage. The Augusta National Golf Club has been the scene of some of the most memorable moments in the sport. The long list of Rolex Testimonees to have won the prestigious Tournament include Arnold Palmer, Jack Nicklaus and Gary Player as they were known for their pivotal roles in popularising and commercialising the sport in the 1960s. The Big Three claimed a combined 13 Masters titles between 1958 and 1986, along with five-time champion Tiger Woods (1997, 2001, 2002, 2005, 2019) and the three most recent winners, Jon Rahm in 2023, Scottie Scheffler in 2022, and Hideki Matsuyama in 2021.
“I didn’t think about winning the Masters as part of the slam,” commented Jack Nicklaus on the significance of the Masters. “You want to win the Masters because of what it means to the game. The thought that goes into creating such a tournament is unbelievable. The Green Jacket is a symbol of tradition and prestige, and, for that reason, I love it. Every year that I attend, I am always blown away by the magnificence of it. It has and will never change. The Masters isn’t just another tournament. It is something really special and I get as much excitement driving down Magnolia Lane now as I did 40 years ago.”
2024 marks the 88th edition of the Tournament and several notable anniversaries for members of the Rolex family. It is five years since Tiger Woods won his fifth Masters title in 2019, 30 years since fellow Testimonee José María Olazábal claimed the first of his two victories in 1994, and 60 years since Arnold Palmer triumphed for the fourth and final time at Augusta National in 1964. Jon Rahm also returns to defend his title, having triumphed at last year’s edition. With that victory, the Spaniard claimed the Green Jacket for the first time and his second Major crown.
“Winning the Masters was a lifelong dream and an extremely significant moment for me personally,” said John Rahm upon winning last year’s tournament. “I still cannot pinpoint why but there are deep roots with Augusta National and Spanish golf. Finishing on Easter Sunday and it being Seve Ballesteros’s birthday and the 40-year anniversary since his second win was emotional. I cannot explain why the win meant so much, but the Masters is completely different to any other tournament. It is really hard to put it into words and to describe it properly.”
The enduring support for the game of golf shown by the Masters naturally aligns with Rolex’s core values. The connection that has existed between the brand and sport for almost 60 years is rooted in the very essence of the game with qualities of elegance, respect and humility being championed by both. The shared appreciation for tradition and precision has seen the bond between Rolex and golf continue to evolve over the years through the Swiss watchmakers’ pivotal partnerships, which have further cemented the brand’s place at the heart of the game.
Speaking ahead of this year’s Tournament, Rolex Testimonee and 2022 champion Scottie Scheffler said: “Anytime that you tee up at Augusta National is special and I am excited to just go out there again and compete. Returning as a past champion gives you a bit more confidence going into the tournament knowing that you have what it takes to be able to get it done there. As you are preparing for the Tournament, you have that winning experience and know what the golf course plays like, so it naturally gives you a bit more confidence.”
The Masters also greatly contributes to the development of golf through its support for amateur events. These include the Asia-Pacific Amateur Championship, the Latin America Amateur Championship and the Augusta National Women’s Amateur. Inaugurated in 2019, the Augusta National Women’s Amateur gathers the world’s leading young women players in an event that nurtures new talent and reveals the golfers of tomorrow. Fast becoming a rite of passage, the Championship presents these competitors with the unique opportunity to play the final round at the revered Augusta National Golf Club. Rolex has been a key partner since its inception, and members of the Rolex family to have triumphed at the event include the prodigiously talented Rose Zhang, who won a thrilling play-off in 2023 and completed the amateur grand slam. This year’s edition of the amateur championship will take place from April 3-6.
Synonymous with prestige and history, the Masters is known for its pristine course conditions, including the azalea-lined fairways and manicured greens. Reflecting on this, 2013 champion and Rolex Testimonee for over two decades, Adam Scott, the 2013 champion and Rolex Testimonee for over two decades, reflects: “When you think about the Masters, you think about springtime, flowers in bloom, blue skies and birds chirping. The Masters has its own special traditions and ways about it that, certainly in Australia, means it transcends the game. To have the accomplishment of being the first Australian to win the Masters has certainly been a big thing in my life.”
For more information, visit Rolex.
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