Although Rolex’s support for professional golf dates back to 1967, this year sees the Swiss watchmaker commemorate 25 years as an official partner of the Masters Tournament, the 88th renewal of which gets under way at Augusta National Golf Club today (April 11).
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.
The brand’s enduring relationship with the sport began more than 60 years ago – in 1967, when Arnold Palmer, Jack Nicklaus and Gary Player became the brand’s first golfing ambassadors. Known collectively 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 Augusta National Golf Club has been the scene of some of the most memorable moments in the sport. The long list of Rolex ambassadors to have won the tournament include Palmer, Nicklaus and 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.”
Speaking ahead of this year’s tournament, 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.”