50 Years of Golden Partnership

1967 marked the beginning of a significant new relationship between the Swiss watch brand, Rolex, and the sport of golf. A relationship that, in its solid continuity, as well as its breadth and depth, has transcended the often-fickle realm of sports sponsorship

Rolex Testimonee Tom Watson

Commenting on the current crop of young players at the forefront of the sport, one of the best female golfers in history, Annika Sörenstam, said: “Golf goes through cycles. Jordan [Spieth], Rickie [Fowler] and Jason [Day] are fun personalities and powerful players as well as quality individuals.” The Swede, who is a 10-time Major winner and former Rolex Rankings World Number One added: “There is certainly a new generation emerging and I feel golf is in good hands”.

These golfers are part of a burgeoning group of young, aspirational players who, like The Big Three before them, confidently go about their business with integrity, maturity and respect, as well as displaying skill, precision and ambition. These are the Rolex New Guard - a new generation of players who want to assert their authority on the sport and in doing so inspire future generations of athletes to follow them.

Rolex is also engrained in the grassroots of the sport, and the AJGA, of which the brand has been a Premier Partner for 30 years, has helped nurture the talent of countless stars of the modern game. AJGA Alumni who are now part of the Rolex family of Testimonees include Phil Mickelson, Tiger Woods, Davis Love III, Rickie Fowler and Lorena Ochoa. What’s more, as of 2016, 24 of the past 30 U.S. Amateur Champions and 25 of the past 30 U.S. Women's Amateur Champions are AJGA alumni.

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