Industry News

Rolex and golf: the quest for perfection

Geneva, 18 January 2024 For almost 60 years, Rolex has been at the very heart of golf. Having nurtured one of the most enduring partnerships between a brand and sport, the Swiss watchmaker remains an integral part of the ancient game as the 2024 season gets underway. Its seminal partnership with The Big Three, Arnold Palmer, Jack Nicklaus and Gary Player, who collectively changed the face of golf forever, was founded on a mutual commitment to the pursuit of excellence and a unique respect for tradition. Since then, the brand continues to uphold their values and the relationship between Rolex and golf has flourished, attaining global reach and enhancing the game for future generations.

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2024 marks several significant anniversaries and milestones, including 25 years of Rolex’s partnership with the Masters Tournament, the first men’s Major championship of the season and bastion of tradition and excellence. The world’s elite from the men’s game will then head to Valhalla Golf Club, located in Louisville, Kentucky for the 106th PGA Championship from 16–19 May. The 124th edition of the U.S. Open will be held at Pinehurst Resort & Country Club in June – the fourth time this prestigious tournament will be held there. The tournament, at which Rolex has been Official Timekeeper since 1980, is renowned for its challenging layout and pin placements testing all aspects of a golfer’s game. The Royal Troon Golf Club will then host the final men’s Major of the season – The Open. Taking place from 18–21 July, it will be Troon’s 10th time hosting golf’s oldest Major championship. 

In the women’s game, Rolex is Official Timekeeper of the five Major championships. These are: The Chevron Championship, U.S. Women’s Open, KPMG Women’s PGA Championship, The Amundi Evian Championship, the penultimate women’s Major of the season and the only Major to be staged in continental Europe, and AIG Women’s Open.

Thrilling team competitions will be the focus of the latter stages of the season. The attention of the golfing world will first turn to Robert Trent Jones Golf Club in Gainesville, Virginia for the Solheim Cup in early September, where Team Europe will be striving to claim victory on US soil; before switching to The Royal Montreal Golf Club in Canada for the Presidents CupTM at the end of the month.

As the new season gets underway, Rolex’s presence and influence continues to permeate all levels of the game through its association with the world’s finest players and pivotal partnerships with world-class tournaments and guardians of the global game. The Rolex Series is the premium tournament category on the DP World Tour and comprises its five most prestigious events: the Hero Dubai Desert Classic; the Genesis Scottish Open; the BMW PGA Championship; the Abu Dhabi Championship; and the season-ending DP World Tour Championship, Dubai. Launched in 2017 and coinciding with the 20th anniversary of the long-standing partnership between Rolex and the DP World Tour, this collection of elite events delivers the highest quality golf, played in iconic locations, in the global spirit of the game. The 2024 Rolex golf season commences with the Hero Dubai Desert Classic, held on the Majilis course at Emirates Golf Club from 18–21 January; and concludes with the DP World Tour Championship in November. The leading players in the Race to Dubai Rankings in Partnership with Rolex compete at this event for the coveted prize and highly sought-after title. 

Rolex is also an Official Sponsor of the men’s PGA TOUR® – the Florida-based tour organizer that co-sanctions more than 130 professional golf tournaments in North America and around the world, including THE PLAYERS Championship and the season-ending FedExCup Playoffs, along with the eight signature events for the 2024 season, which provide exacting challenges and opportunities to excel. 

The film can be embedded using the codes below:


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Hero Dubai Desert Classic, 18–21 January 2024 (Rolex Series)
THE PLAYERS Championship, 14–17 March 2024 (PGA TOUR)
Augusta National Women’s Amateur, 3–6 April 2024 (Women’s Amateur)
Masters Tournament, 11–14 April 2024 (Men’s Major)
The Chevron Championship, 18–21 April 2024 (Women’s Major)
PGA Championship, 16–19 May 2024 (Men’s Major)
U.S. Women's Open, 30 May–2 June 2024 (Women’s Major)
U.S. Open, 13–16 June 2024 (Men’s Major)
KPMG Women’s PGA Championship, 20–23 June 2024 (Women’s Major)
Genesis Scottish Open, 11–14 July 2024 (Rolex Series)
The Amundi Evian Championship, 11–14 July 2024 (Women’s Major)
The Open, 18–21 July 2024 (Men’s Major)
AIG Women’s Open, 22–25 August 2024 (Women’s Major)
Solheim Cup, 13–15 September 2024 (Women’s Team Competition)
BMW PGA Championship, 19–22 September 2024 (Rolex Series)
Presidents Cup™, 26–29 September 2024 (Men’s Team Competition)
Abu Dhabi Championship, 7–10 November 2024 (Rolex Series)
DP World Tour Championship, Dubai, 14–17 November 2024 (Rolex Series)
FedExCup Playoffs, TBC (PGA TOUR)

Rolex is committed to the permanent quest for excellence in all its endeavours and has been a long-term supporter of golf in its pursuit of the same. The brand’s enduring relationship with the sport began more almost 60 years ago, in 1967, when Arnold Palmer, joined by 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. From elite players and golf legends to all 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, Rolex is ever-present.

Rolex is deeply committed to the amateur game, and is a partner of important amateur tournaments across the globe, including the ground-breaking Augusta National Women’s Championship launched in 2019, The British Amateur Championship, U.S. Amateur Championship, European Amateur Championship, Asia Pacific Amateur Championship, Latin America Amateur Championship and Women’s Amateur Latin America Championship. Rolex also supports the leading amateur team competitions, the Arnold Palmer Cup, Walker Cup, Curtis Cup and World Amateur Team Championships. The Swiss manufacturer’s support for the game is built on a strong sense of integrity and respect for tradition that promote the continuity of expertise and transfer of knowledge, and an understanding of the importance of investing in the sport’s development for future generations.


Rolex is an integrated and independent Swiss watch manufacture. Headquartered in Geneva, the brand is recognized the world over for its expertise and the quality of its products – symbols of excellence, elegance and prestige. The movements of its Oyster Perpetual and Perpetual watches are certified by COSC, then tested in-house for their precision, performance and reliability. The Superlative Chronometer certification, symbolized by the green seal, confirms that each watch has successfully undergone tests conducted by Rolex in its own laboratories according to its own criteria. These are periodically validated by an independent external organization.

The word ‘Perpetual’ is inscribed on every Rolex Oyster watch. But more than just a word on a dial, it is a philosophy that embodies the company’s vision and values. Hans Wilsdorf, the founder of the company, instilled a notion of perpetual excellence that would drive the company forward. This led Rolex to pioneer the development of the wristwatch and numerous major watchmaking innovations, such as the Oyster, the first waterproof wristwatch, launched in 1926, and the Perpetual rotor self-winding mechanism, invented in 1931. In the course of its history, Rolex has registered over 600 patents. At its four sites in Switzerland, the brand designs, develops and produces the majority of its watch components, from the casting of the gold alloys to the machining, crafting, assembly and finishing of the movement, case, dial and bracelet. Furthermore, the brand is actively involved in supporting the arts and culture, sport and exploration, as well as those who are devising solutions to preserve the planet.


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Delphine ClavelRolex (0)22 302 22 00
Merrick HaydonrEvolution +44 (0)7748 186 833