Rolex’s long held brand position is that there’s a firm commitment to excellence in all it does. As such, there’s a tendency to showcase sports with individuals displaying excellence in a definitive way. From auto racing to equestrian dressage and from tennis to golf, Rolex has been a fixture for a long time. More than 50 years ago Arnold Palmer, Jack Nicklaus, and Gary Player became the Rolex’s first golf “Testimonees.” That was 1967. Today, we know these golfers as The Big Three, legendary players with game-changing (quite literally) abilities.
Rolex has been involved with golf ever since. Perhaps their commitment to the game is indicative of their very strong commitment to tradition and to symbols of integrity, respect and achievement. Perhaps it’s just a marketing thing. Tennis. Yachting. Equestrian events. Golf. These are all sports favored by people most likely to buy a Rolex.
What do you think? Do you think a relationship with an organization like the PGA mean anything at all? If so, is a positive or negative meaning? While Rolex doesn’t have a watch created for golf or even a generally accepted nickname like tennis has the Rolex Wimbledon Dial, it’s interesting to look at the watches a number of Rolex Testimonies wore. What do you think of Rolex and the PGA? I’d love to hear your thoughts.