Rolex’s long-game helped golf become cool. Here is How

Golf is a game for old flagon-eared men. In terrible trousers. People who drink warm ale and don’t mind voicing an opinion. This was my general view of golf when I first started playing as a young boy in the mid-80s. My Pringle-wearing father encouraged me to pick up a club.

My local club was two places in my teenage years. The course where I discovered the joy of playing with others and the clubhouse where I shared my love for the game. The clubhouse was where I learned how many rules these dull-eyed men with their poorly-fitted trousers had created for us juniors to understand — and break. Although golf was a wonderful game, it also had personality problems.

Three decades later, these times echo in some of the ossifying corners of golf, but so much has changed. Golf’s outdated feudal traditions are being replaced by a more appealing and easily consumable spirit. Golf is becoming more popular.

A report by Sports Marketing Surveys for Britain & Ireland in 2020 found that the average age of a golfer has dropped from 41 to 5 years since the pandemic. This isn’t a good age, but eight-year olds and 80 year-olds both can still play. They can also play alongside one another.

Participation has also increased. According to the report, there were 2.3 millions more adults who play golf than before Covid. Hi Declan Rice, Marcus Smith and Ben Stokes, and almost every other professional cricket, rugby, and football player. Even more impressive is the fact that a third of all adult golfers are under 25. The crew doesn’t drink; they vape. And thanks to the buzz and vibe surrounding the sport, the pants look a lot cooler.

Rolex’s long game helped golf become cool

It’s becoming more popular and younger than ever, but it’s not clear why. Keith Pelley, chief executive at the DP World Tour says that there is no one reason. He cites a variety of factors, including a growing awareness about the mental and physical health benefits of golf, and the emergence the popcorn-and beer range game Topgolf. He adds that golf is becoming more popular, younger and cooler.

It also brings in the box office. Golf has been in the news this year due to the rise of LIV Golf, a breakaway tour. This was also the reason why some of the top golfers around the world — such as Cameron Smith, Ryder Cup winner Lee Westwood, and Ian Poulter— have departed. Pelley denies that the Turbulence has been good for golf.

He believes that the fact that golf is becoming lighter is far more important. What is the golf culture that was defined by territorial spike-bar stiffs and their tees? The energetic Canadian says, «That’s all changing.» It’s going away because you don’t have the ability to change your business. You’ll be left behind. Golfers who insist on doing things the same way they have always done them will find it hard to believe that I’m a proponent of change.

It is a law in economics that increasing consumer interest leads to commercial investment. Although golf has never been a strong sponsor, its resurgence is drawing brands from all walks of the business, including data companies, banks, car manufacturers, and streetwear brands. John Deere, Nike, and BMW have all had experience in golf. Now, Puma is joining the fray with start-ups like PXG, Vice Golf, and PXG.

Some of the most powerful watch manufacturers in the world are also inside the ropes. TAG Heuer, Omega, Audemars Piguet and Hublot all have their wagons attached to the charging horse of golf’s game. Rolex is the name that transcends all others in golf, regardless of their sector.

In 1967, the Crown signed Arnold Palmer, the game’s most famous player. He was quickly followed by Jack Nicklaus, a reckless golfer, and Gary Player, a whip-smart player. Together, the «Big Three» would define the sport and the concept of a brand ambassador. This is someone whose accomplishments and values reflect and enhance those of the brand.

Rolex has been the first name in golf for 55 years. It is a godfatherly figure who serves as the custodian of the game’s values through its involvement with players, tournament organisers, and tour organisers. Its involvement runs deep. The green and gold are everywhere, from the Ryder Cup to the DP World Tour Rolex Series to the support of amateur championships in Latin America, and the Asia-Pacific region.

When it comes to Rolex’s effect on golf, the top brass of golf are reticent. Ian Pattinson (who was the chairman of The Royal and Ancient from September to this year) says that Rolex has «upgraded golf.» «Rolex has become the Tiger Woods in watchmaking. Other watchmakers have also benefited from the relationship with golf.»

Gary Player is the winner of nine major championships. He talks about how Rolex was more than just a financial sponsor that allowed him to travel the globe, but also about the relationship they shared as a family.

«What surprised me about Rolex?» he said, speaking in advance of the 150th Open Championship of which Rolex is a patron. «Rolex had a vision of a sport. They saw a sport that could be played by everyone.»

Tom Watson, winner five Open Championships and Rolex Testimonee (as Rolex refers to its ambassadors), takes up the inclusion theme. He says, his eyes misting, «That’s where it is over every other sport.» «I can go and play it with your. This is the beauty of golf and it’s why sponsorship makes it so popular.

Pelley joined the DP World Tour seven year ago and launched the Rolex Series 2017 in 2017. He is well-acquainted with Rolex’s strict standards. He says, «They challenge everything that you do for perfection.» «When we created Rolex Series events we had to raise everything from hospitality to transportation. Every detail is taken care of and executed with precision.» Pelley says that it is because they are proud of their brand.

Watson, now aged 73, recalled entering the professional ranks, seeing Nicklaus, Palmer and Player with their Presidential Rolexes. This name was often given to the yellow-gold version the Day-Date, which was worn by many US presidents.

He says, «I thought it looked beautiful and that maybe some day, if my money was enough, I would be able to purchase one of these. My ex-wife Linda gave me a gift in 1978 for my birthday. It was a Rolex green box. It was there. A Presidential Rolex in gold. It had the following inscribed on its back: «To my million-dollar baby». Because I had just exceeded a million dollars in lifetime earnings.»

These watches are a perfect example of the connection between Rolex golf and Rolex. Nicklaus, along with Barbara, sold the three-year-old watch to help fund a children’s charity. It was sold for $1.2million.

The link continues. Scottie Scheffler, the world number one, won the Masters at Augusta in this year’s Green Jacket. He wore a bimetal GMT Master II with a brown-black bezel. This is the Rolex that is also known as Root Beer.

Rolex would not say so with the usual restraint of a professional, but it is the thread that runs through the history of the sport. Consistent. Ever-present. Quietly moving the culture forward. Rolex is at the forefront of golf’s next chapter. These new, trending trousers are also Rolex.