Rolex has been active in the world of golf for over half a century. It does so as a sponsor and timekeeper for the most prestigious golf tournaments on some of the most challenging course and, of course, on the wrist of many champions. But it also plays an important role more behind the scenes, where Rolex contributes to getting a new generation of players ready to make a mark of their own in this challenging sport.
Photo Credit: Rolex/Matthew Lewis
Since 1986 Roles is a premier partner of the American Junior Golf Association (AJGA) which played a pivotal role in launching the careers of some of the greatest players golf has seen in recent years such as Tiger Woods, Phil Mickelson, Lexi Thompson and Lorena Ochoa. The focus of the AJGA is not only on the game itself but also in shaping these young players in other ways, building exceptional characters by installing the importance of respect and giving them an understanding of tradition and etiquette.
Because Rolex plays such an important and supportive role in the career of many young talents, the relationship that they develop over the years with the brand runs much deeper than that of sponsor/supporter and athlete. They actually become part of the family. Rolex, for example, also doesn’t tell the athletes what watch to wear, but let them choose themselves from their collection.
Photo Credit: Rolex/Chris Turvey
Because Rolex does this, we see a wide variety of different models around the wrists of the golf players that the brand supports. 2014 US Open winner Martin Kaymer, for example, likes to wear his platinum Rolex Daytona, which is also a favorite of Rickie Fowler. Many others have already joined the general public and taken a liking to the GMT-Master II in steel. Another advantage of this approach is that the players pick a Rolex that they genuinely like themselves, which makes the relationship not only more natural but also stronger.
In this way, Rolex plays a very active role in the golf sport. It not only sponsors the most important games and some of the best players on the green but also dedicates time and resources to those talents which are up and coming, giving once again in a unique way meaning to one of the most important words in the Rolex universe: perpetual!