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

Apr 15 , 2026

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

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

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.

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

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.

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

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.

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

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.

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

“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.