In securing his and Japan’s first major championship in sealing The Masters this weekend at Augusta National, a Rolex was once again strapped to the arm of the winner as he wrapped the green jacket around himself.
It comes after Dustin Johnson’s win last year saw the Hublot ambassador take centre stage.
This year however, with the return of a spring event, Rolex was back on top following the last spring showdown with Tiger Woods coming out on top.
In securing his 5th green jacket, it did seem somewhat of a formality to see Rolex up there again with past champions including Jordan Spieth and those you associate most with the event being associated with the brand.
As well as the likes of Woods and Spieth winning in recent years, ‘The Big Three’ of Jack Nicklaus, Gary Player and Arnold Palmer were all Rolex ambassadors operating at the top of the game and securing success for the brand simultaneously.
However, despite the synonymy between the brand and the event, recent triumphs have allowed others major watch manufacturers to share some of the limelight.
As mentioned, DJ managed to secure a win for Hublot in 2020, with Patrick Reed the same in 2018.
Omega jumped for joy, as did the rest of the golfing world, with Sergio Garcia’s win in 2017 while Audemars Piguet sealed the deal with Brit Danny Willett in 2016.
For Omega though, its biggest brand ambassador in Rory McIlroy once again disappointed this weekend as he continues to fail in securing what is fast becoming an illusive career grand slam for the Irishman.
That said, from Omega’s point of view, there is no doubt having Rory McIlroy posting his excitement of receiving a new Seamaster Aquaterra to his 2.1m Instagram on the morning of the first day of the Masters is only a winning formula – one which can only reap even greater reward when he does eventually secure that green jacket.
For Matsuyama though, in being the first major victor from Japan, the Rolex Submariner Date, ref: 116613lb-0005 would probably have been the last thing on his mind as he rolled in a put for bogey to win his first major title, ten years on from his low amateur finish.
However, the millions of viewers around the world, particularly from the Asian market, casting their eyes on the 40mm Sunburst Royal Blue dial with a Blue Cerachrom Ceramic bezel was a sight to behold for not only the brand, but the watch-loving community too, of which there is a mass of in the global golf word.
While this is a common theme for The Masters, as well as any major championship for that matter, it seems Rolex doesn’t have the dominance on the golfing world it once did.
In a changing tour set-up, with a diverse group of winners each year, it can only be a positive for more super-brands to get a slice of the Augusta National pie when it comes around each spring.