Rolex celebrates 25 years of partnership with the Augusta National Golf Club | SENATUS



Rolex celebrates 25 years of partnership with the Augusta National Golf Club

4 April 2024

A widely-regarded epitome of the golfing world is success at the Masters Tournament, held annually at the majestic Augusta National Golf Club, where the meticulously designed course rewards precision. It is the only one of the four elite men’s events to be contested by an invitation-only field and played on the same course each year.

At this revered event, accuracy is everything, making Rolex the perfect partner.

Staged this year from 11 to 14 April as the first men’s Major championship of the season, it demands the continuous pursuit of perfection. This is the venue where the world’s leading golfers will compete for the coveted Green Jacket.

Rolex’s support for golf dates back to 1967 and this year, the Swiss watchmaker commemorates 25 years of unwavering partnership with this prestigious event. The Masters, whose rich history, uncompromising standards and respect for tradition mirror the brand’s own commitment to perpetual excellence in all its endeavours.

The Masters Tournament is not just a competition but a celebration of golf’s heritage and has been the scene of some of the most memorable moments in the game of golf. The long list of Rolex Testimonees to have won the prestigious Tournament includes Arnold Palmer, Jack Nicklaus and Gary Player – The Big Three, as they were known for their pivotal roles in popularizing and commercializing the sport in the 1960s – who 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 (2023), Scottie Scheffler (2022) and Hideki Matsuyama (2021).

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 (above) won his fifth Masters title (2019), 30 years since fellow Testimonee José María Olazábal claimed the first of his two victories (1994), and 60 years since Palmer triumphed for the fourth and final time at Augusta National (1964).

Jon Rahm (below) 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.

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 in the pursuit of victory.

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 in doing so, completed the amateur grand slam. This year’s edition of the Augusta National Women’s Amateur will take place from 3 to 6 April.

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.

Rolex’s expansive presence in the sport encompasses elite players and golf legends, and all of the game’s Major championships, where success represents the pinnacle of achievement in the sport, as well as the foremost professional tours and worldwide amateur championships. The brand’s support for the game is built on a strong sense of integrity and a desire to promote the continuity of expertise and transfer of knowledge, driven by a recognition of the importance of investing in the sport’s development for future generations.

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