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SCMP Style Reporter

Rolex has long been associated with golf’s biggest stages, and its partnership with the Masters Tournament reflects that positioning. Each April, all eyes turn to the Augusta National Golf Club, where the Masters is the first of the sport’s four major events for the year, bringing together a select field to compete on one of the most scrutinised courses in the sport.
Established in 1934, the Masters has consistently set the benchmark for how golf is played and presented. Its format and traditions have influenced tournaments worldwide, while its invitation-only field reinforces its position at the pinnacle of the sport. The Green Jacket, awarded to the winner, remains one of the most recognisable symbols in golf, representing entry into an elite group defined by consistency and resilience.

Rolex’s association with the Masters as a Tournament Partner dates back to 1999, and reflects the brand’s broader commitment to supporting excellence in golf at every level. Since 1967, when it first partnered with leading players, the Swiss manufacturer has maintained a steady presence across the sport’s most important championships. At Augusta, this alignment is particularly evident, where the emphasis on tradition, performance and long-term achievement mirrors Rolex’s own philosophy.

The tournament’s history is closely tied to the achievements of its champions. Jack Nicklaus remains a defining figure, with six titles – including his 1986 victory, still regarded as one of the most stunning comebacks in major championship history. More recently, players such as Tiger Woods – and now, this year’s winner Rory McIlroy – have added to the narrative, both notching rare back-to-back Masters titles, underscoring Augusta’s enduring capacity to produce moments of technical brilliance and emotional weight.

The structure of the Masters has remained largely consistent over time. Key traditions – like the Champions Dinner, Par 3 Contest and ceremonial opening tee shots – continue to frame the event. The closing holes on Sunday, particularly the back nine, are often decisive, with careful shot selection and control under pressure crucial.
This year marked the 90th edition of the Masters, and from Thursday, April 9, until Sunday, April 12, leading players – including Rolex Testimonees Ludvig Åberg, Matt Fitzpatrick, Viktor Hovland and Collin Morikawa – competed for a maiden Green Jacket and the opportunity to follow in the footsteps of past champions.

“What I love about the game of golf is the history that comes with it, and there is no place better for that than Augusta in the world. I always remember watching the first tee shots from Arnold Palmer, Jack Nicklaus and Gary Player. It is important to remember the history, all those iconic shots on the golf course and what people before you have achieved. That is what makes Augusta special,” said Åberg ahead of the event.
Rather than relying on reinvention, the Masters maintains its relevance through continuity. Its importance lies in the consistency of its challenge and the calibre of players it attracts, ensuring its place as one of the most closely followed tournaments in the game.


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Style Edit: Rolex’s central role at golf’s star-studded Masters at Augusta

The Masters Tournament golf course at Augusta, Georgia. Photo: Handout

Hideki Matsuyama during the Masters at Augusta National Golf Club, in April 2021. Photo: Augusta National via Getty Images

Golf legend Jack Nicklaus celebrating his sixth Masters win in 1986. Photo: Handout

Tiger Woods, a five-time winner at the Masters. Photo: Handout

Hideki Matsuyama and his caddie line-up a putt at the Masters. Photo: Handout

5 watch moments in March 2026 – from Zendaya’s Rolex at the Oscars to Tag Heuer’s new boss

At the Oscars, Zendaya paired Louis Vuitton with a Rolex Lady Datejust watch when she presented the best director award with Robert Pattinson. Photo: AP Photo

Michael B. Jordan and Ryan Coogler in the Oscars photo room at the 98th Academy Awards in Hollywood on March 15. Photo: Reuters

Robert Downey Jr and Chris Evans speak onstage during the 98th Oscars, on March 15. Photo: Getty Images/AFP 

Los Angeles Dodgers’ Shohei Ohtani is Grand Seiko’s latest ambassador. Photo: AP Photo

Béatrice Goasglas has been with Tag Heuer since 2019. Photo: Handout

GPHG has named Wei Koh as its new president of the jury. Photo: Handout

Ressence Type 9 Ikeda features intricate etchings. Photo: Handout

The Girard Perregaux Minute Repeater Flying Bridges comes in a pink gold case. Photo: Handout

Otsuka Lotec No 8. Photo: Handout

Russell Crowe’s luxury watch collection, which the Gladiator star revealed on TikTok

Russell Crowe, accompanied by his girlfriend Britney Theriot, was spotted wearing a Rolex Cosmograph Daytona “Tiffany” at Wimbledon last year. Photo: Getty Images

Britney Theriot and Russell Crowe arrive at the Giorgio Armani fashion show during the Milan menswear spring/summer season, in June 2024. Photo: Getty Images

The Rolex Cosmograph Daytona “Tiffany” is one of Russell Crowe’s most-discussed timepieces. Photo: Handout

The Omega Seamaster Diver 300M is a tribute to James Bond. Photo: Handout

Russell Crowe also has a liking for small brands like Maurice de Mauriac. Photo: Handout

Russell Crowe’s daily watch is currently a Tudor Black Bay Chrono “Flamingo Blue”. Photo: Handout

The Rolex Sky-Dweller in rose gold is among Russell Crowe’s most premium pieces. Photo: Handout

The Jaeger-LeCoultre Reverso Tribute Geographic is Russell Crowe’s choice for special occasions. Photo: Handout

The Rolex 1908 is the watch that caught Russell Crowe’s attention most recently. Photo: Handout

Style Edit: Rolex’s National Film and Television School Masterclass with Cameron Bailey

Since 2025, Rolex has partnered with the National Film and Television School (NFTS) Masterclass programme, a globally respected forum that invites students into close dialogue with some of the industry’s most influential thinkers and makers. Photo: Handout

The UK’s National Film and Television School is one of the world’s leading schools for screen arts. Photo: Handout 

NFTS alumni have gone on to win globally recognised awards for screen productions. Photo: Handout

In 2018, the NFTS was itself awarded a Bafta for Outstanding British Contribution to Cinema. Photo: Handout

Here’s why the white gold Rolex Day-Date is US$17,000 cheaper than the platinum version

The 40mm Rolex Day-Date in white gold and platinum are mechanically identical – but the different metals result in a US$17,000 price difference. Photo: Handout

The Rolex Day-Date 40mm in platinum. Photo: Handout

The Rolex Day-Date 40mm in white gold. Photo: Handout

12 luxury timepieces to gift every type of watch lover in your life – from Rolex to Cartier

A watch like the Vacheron Constantin Moonphase Retrograde Date makes for a great gift. Photo: Handout

Finding the perfect watch – like this Chopard Alpine Eagle 33, possibly – takes time. Photo: Handout

Tissot PR 100. Photo: Handout

Chopard Alpine Eagle 33. Photo: Chopard

IWC Schaffhausen Pilot’s Watch Mark XX. Photo: Handout

Panerai Luminor Quaranta. Photo: Handout

Nomos Glashütte Tangomat Date. Photo: Handout

Longines Dolcevita 18K gold and stainless steel. Photo: Handout

Rolex Explorer 36 in Oystersteel and yellow gold. Photo: Handout

Vacheron Constantin Moonphase Retrograde Date. Photo: Handout

Cartier Tank Must Solarbeat. Photo: Handout

Omega Speedmaster Moonwatch Professional. Photo: Handout

Dennison Natural Stone Lapis Lazuli in gold. Photo: Handout

Coach Arden. Photo: Handout

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Golf’s biggest names battled the Augusta course, including winner Rory McIlroy and Rolex Testimonees Ludvig Åberg, Matt Fitzpatrick, Viktor Hovland and Collin Morikawa


Golf’s biggest names battled the Augusta course, including winner Rory McIlroy and Rolex Testimonees Ludvig Åberg, Matt Fitzpatrick, Viktor Hovland and Collin Morikawa.
