Timing Excellence: Rolex's Long Game in Professional Golf

Rolex didn't just sponsor golf; they became an integral part of its legacy, one perfectly timed moment at a time.

There has been a significant spike in sports marketing over the last several years. Some of the partnerships, like Microsoft’s deep technology collaboration with the WNBA and NBA, make perfect sense. Others, like Yum! Brands’ KFC becoming the name sponsor of the Louisville-based sports arena, leave fans scratching their head in confusion. And even others, like Crypto.com taking over what was formerly the Staples Center, leave fans angry and upset. Brand awareness is a delicate balance between art and science to ensure people can associate a company with very specific images and feelings. Six decades ago, Rolex embarked on its journey into professional golf, a decision that has proven to be remarkably successful.

Rolex wasn’t the first company to have celebrities and well-known brand ambassadors/spokespeople represent their products, but I’d argue that they were one of the first in terms of thoughtfulness. Dubbed “testimonees,” people who were asked to be part of company history were titans of their own industries. They were the best at what they did and this was in perfect alignment with the image Rolex tries to portray. (I know the watch aficionados will say Rolex isn’t the best in terms of performance, but just roll with it for now.) In 1927, the company’s first testimonee was Mercedes Gleitze, the first British woman to swim across the English Channel, and she proudly sported a Rolex Oyster. From there they would branch out into sports that are known for having financial barriers for most of the general population - equestrian, yachting, skiing, motorsport, etc., and eventually moved into media and entertainment, most recently adding Leonardo DiCaprio to the long list of big names. In 1967 they decided golf should be one of their marquee sports as well, and at the time Arnold Palmer was the face of the PGA. He, along with Jack Nicklaus and Gary Player, would become the first golf testimonees and were given the name “The Big Three.” Betting on them paid off handsomely as it opened the door for the brand to expand further into the sport.

Photo courtesy of The Robb Report

By the late 90’s, Rolex had a vice grip on the game. They were already sponsoring The LPGA Tour, The U.S. Open, The Open Championship, The PGA Tour, The DP World Tour, The Rider Cup, The Masters Tournament, and tons of smaller events. Their global reach meant there was virtually no major tournament you could watch or attend without spotting their green and gold emblem. Their testimonee list would eventually include big names like Tiger Woods, Jordan Spieth, Tom Watson, John Rahm, Scottie Scheffler, and more. Over the years they’ve refined their messaging that shows how perfectly they fit within the game of golf. “Mastering the game of golf is a lifelong learning experience. It is a lesson in patience, where the precision of the putt is matched by the power of the swing. The greatness of the athlete lies not so much in their score as in their thorough understanding of the course and ability to adapt to the elements. This perpetual learning, combined with continuous regard for what has been achieved and an ability to constantly reinvent oneself, are also part of our brand’s history.¹”

With all the momentum Rolex built up, they extended their reach into the governing bodies of the sport. The United States Golf Association (USGA) sets the rules of the game and equipment players use, provides consulting services to golf course facilities management, holds the handicap index database for players, and much more. Rolex’s sponsorship with the association covers multiple areas but has also allowed for the broadcast of tournaments to be commercial free, giving room to provide a more immersive viewing experience for fans at home. They’re also a sponsor of the LPGA (Ladies Professional Golf Association) and besides tournaments, they’re the association’s official timekeeper and helped to create the Rolex Rankings, which are “the first-ever comprehensive world rankings system for women's golf²”

Image courtesy of the LPGA

Rolex’ success over the last several decades has made other luxury watch brands mimic this strategy. Omega sponsors the European Masters, The Dubai Dessert Classic, Rory McIlroy and were the former sponsor when golf was featured in the Olympics. Audemars Piguet focuses moreso on specific players, but touts heavy hitters like Viktor Hovland and up-and-comer Tom Kim. Watches will forever be part of golf history, and I’m sure these brands have some surprises in store for us all in the coming years.

1. Rolex and Golf: The Pursuit of Excellence; https://www.rolex.com/en-us/rolex-and-sports/golf

2. LPGA Corporate Partners; https://www.lpga.com/corporate-partners