Swiss watchmaker Rolex and the Asian Tour recently entered into an agreement which named Rolex the 2011 Asian Tour’s official timekeeper.
While golf has been a staple in the marketing platform of the company since the late 1960s, the involvement of the company in golf has been extended by the deal.
At present, Rolex is associated with many premier golf competitions such as the Presidents Cup, the Ryder Cup, the World Golf Championships and the four majors. Since the 1960s, the company has enjoyed a privileged relationship with the sport. It is also associated with The European Tour, LPGA Tour and the China Tour. It has also partnered with the top names and professional circuits in the golfing world including Luke Donald, Phil Mickelson, Annika Sorenstam and Colon Montgomerie among others.
Rolex sponsorship international activities co-director Jean-Noel Bioul said “We are proud to be associated with the Asian Tour and believe that their product is going from strength to strength with exciting opportunities ahead.”
Several co-sanctioned Asian Tour events of the World Golf Championships already consider Rolex as its official timekeeper specifically the CIMB Asia Pacific Classic and the Barclays Singapore Open.
Asian Tour Executive Chairman Kyi Hla Han said: “Rolex is synonymous with prestige and excellence and we are honoured to welcome on board a truly global brand.
“The Asian Tour and our highly talented members are committed in our pursuit for greater achievements and excellence; and with the support of Rolex, we are confident of reaching our shared goals.”