Rolex alluded to a mutual respect for “tradition, integrity and humility,” as it returned to St Andrews as Patron of the 150th edition of The Open Championship.
The brand explained that its partnership with the final men’s major of the year is one of the most important it has.
Rolex clocks have adorned the roster of venues for more than 40 years, having first appeared at Royal St George’s in 1981.
When mentioning “tradition, integrity and humility,” Rolex was specifically referring to its ties with The R&A, organizer of The Open and also the AIG Women’s Open.
This year’s historic Open is hosted with the backdrop of the newly formed LIV Golf, with the R&A itself commenting on just how important the history and tradition of Golf is when asked about the Saudi-backed league.
The governing body went on to remove its invitation to LIV Golf organiser Greg Norman, to its champion’s dinner and the Celebration of Champions competition earlier in the week.
Beginning over 50 years ago, Rolex has developed strong bonds with the sport and continues to do so.
The alliance was formed in 1967 through a handshake agreement with Arnold Palmer, who was joined by close friends and fellow members of The Big Three, Jack Nicklaus and Gary Player, as Rolex’s first golf Testimonees.
THE HOME OF GOLF
St Andrews Links holds a special place in the history of The Open, its Old Course one of the most venerated venues in the golfing world.
Inaugurated in 1860, the game’s oldest Championship and its original Major returns to the Home of Golf for the 30th time, more than any other venue.
Renowned for its blind shots, wide fairways and large greens, St Andrews demands accuracy and precision. To succeed, players must take on the challenges posed by harsh links courses that have been shaped by nature, as well as unpredictable weather and the scrutiny of spectators.
The setting for some of golf’s most memorable moments, St Andrews has welcomed the game’s greatest players since it first hosted The Open in 1873.
For many, being bestowed with the winner’s title of Champion Golfer of the Year has been the crowning achievement of their career.
After winning The Open on the Old Course in 2000, Rolex Testimonee Tiger Woods, said: “It may be years before I fully appreciate it but I am inclined to believe that winning The Open at the Home of Golf is the ultimate achievement in the sport.”
Nicklaus, the winner of a record 18 Majors, viewed success on these hallowed links as the pinnacle of any golfer’s career. He said: “If you’re going to be a player people will remember, you have to win The Open at St Andrews.”
Fundamental to the championship’s unique appeal is the knowledgeable crowd with a record aggregate attendance of 290,000 expected this year.
