A lofty match-up

Brands are looking to associate more with golf because of its healthy, wholesome and high-end image

"IT doesn't just tell time. It tells history."

Like the slogan for the Rolex campaign, the intricate relationship between Rolex and golf goes as far back as 1967, when Rolex partnered with American professional golfer "The King" Arnold Palmer. Palmer was Rolex's first official golf ambassador.

There is a quote from an ad headlined "Palmer and Rolex. Masters of Style". The ad reads: "There will never be another watch remotely like a Rolex. And Mr Palmer? We're certain he's equally secure."

Today, Rolex is a leading supporter of golf, and has been the official timekeeper for "The Open Championship" for over thirty years. The watch manufacturer is also a major supporter of "The Masters", an annual...

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