Golf and watches – where tradition and technology unite

For over half a century the world's foremost watch manufacturers have sponsored the sport's biggest competitions and profiles, where Rolex in particular has become synonymous as a golf sponsor. On the players' wrists tick the masterpieces of time, from classic Rolex models to high-tech golf smartwatches, which both measure the seconds and symbolise the soul of the sport here we dive deep into the connection between golf and watches. 

Text: Andreas Johansson

Golf and luxury watches have for decades long been a given combination. The sport's demands for precision, elegance, technology and tradition go hand in hand with the core values of watchmaking. A perfect putt of the same delicacy that is required to fine-adjust a movement where time and motion meet in perfection. Rolex were early to discover golf's potential as a global stage. Already in 1967 Arnold Palmer became the company's first golf ambassador officially called "Testimonee" and together with Jack Nicklaus and Gary Player they formed golf's golden era. That was the starting shot for Rolex's deep and long-standing commitment in the golf world.

Rolex – a major sponsor for several tournaments

Rolex is not only a respectable brand it has over time become an integrated part of golf's soul. Rolex sponsors and is the official timekeeper for all four men's majors (The Open, The Masters, U.S. Open and PGA Championship) as well as the five women's majors. In addition Rolex supports leading tours such as the PGA Tour®, DP World Tour, LPGA Tour, Asian Tour and Ladies European Tour. But Rolex's commitment does not end there. They also have a central role in big team competition events: they are a proud partner and official timekeeper for the Ryder Cup, Solheim Cup and Presidents Cup, competitions that are permeated by team spirit, passion and the meeting of generations.

Johnnie Cole‑Hamilton, a senior executive within the golf world, captured the core of this: "Rolex is such a good partner not just because of The Open but for what they do for junior golf, for amateur golf, for Latin America and Pacific golf". And between fairway and green Rolex watches often adorn the golf courses' official clocks.

Since 2017 they run the Rolex Series, a selected cluster of five of the most prestigious tournaments on the DP World Tour: the Hero Dubai Desert Classic, Genesis Scottish Open, BMW PGA Championship, Abu Dhabi HSBC Championship as well as the season finale DP World Tour Championship in Dubai. The 2025 series includes among other things the Hero Dubai Desert Classic in January, a Rolex Series tournament with a star-filled field, where Rory McIlroy and Jon Rahm among others take part. The Scottish Open, which is played at the Renaissance Club in Scotland, is also a part of this exclusive series.

Besides the big major competitions and Rolex Series tournaments, the Senior Open – the seniors' big celebration, is also sponsored by Rolex. In 2024 "The Senior Open presented by Rolex" was played at Carnoustie Golf Links in Scotland. Rolex's presence also extends to amateur level and junior golf, which further reinforces their deep commitment in all of golf's stages.

Smartwatches – technology meets tradition

Besides the classic wristwatches, functional golf smartwatches are increasingly popular among players who want to optimise their game. The TAG Heuer Connected Calibre E4 Golf Edition offers course-adapted functions and shot analysis, while the Garmin Approach series (e.g. S70, S62) gives PlaysLike distance, virtual caddies and over 40 000 preinstalled courses. The Shot Scope G6 is an affordable alternative with big coverage, and the Garmin Venu X1 combines an elegant AMOLED screen with fitness and golf data.

The golf stars' watches and other brands' connections to golf 

Rolex naturally does not have a patent on sponsoring golf tournaments. Omega too has and has had a big commitment in the sport. Among other things there was a Golf Aqua Terra they have in addition sponsored several tournaments over the years. Audemars Piguet too has sponsored both players and golf tournaments over the years.    

Golf's modern stars wear exclusive watches that have become a part of their sporting profile and identity. Tiger Woods is often seen with a robust Rolex Deepsea Sea‑Dweller, the ultimate diver's watch in titanium and steel construction. Justin Thomas wears a Rolex Daytona in white gold with a blue dial, while Jon Rahm wears a Sky‑Dweller in steel and white gold, a compact combination of chronograph and calendar functions. Brooks Koepka has in recent years worn the Daytona 116500LN – the chronograph with a black Cerachrom bezel and a "panda" dial. Lexi Thompson too wears Rolex often an elegant Datejust 36 in steel or steel and rose gold.

Omega, Audemars Piguet, TAG Heuer and Hublot are other brands that have been strongly visible through their ambassadors. Collin Morikawa has for example been seen with several different Omega watches, Viktor Hovland with a robust Royal Oak Offshore Diver from Audemars Piguet, Tommy Fleetwood with a technical TAG Heuer Connected Golf Edition, and Dustin Johnson with a clean-lined Hublot Classic Fusion Ceramic Blue.

Concluding reflection

Golf and watches are a symbiosis of style, tradition and innovation. Like tennis, Rolex stands at the centre of this partnership, not only by providing prestigious watches, but by actively shaping golf's world with its support to majors, team competitions, junior activities and exclusive tour tournaments. Players today wear watches that do not only measure the time but tell stories about triumphs, tradition and timeless elegance. While the technology develops, from mechanical masterpiece to smart GPS watches, the watch remains an indispensable companion on the golf courses.