[PHOTO: Chris Turvey]

The PGA of Australia has announced a new major partnership with Rolex, the prestigious Swiss watchmaker.

The agreement sees Rolex become the official timekeeper of the BMW Australian PGA Championship, one of Australian golf’s major events, as well as a major partner of the Challenger PGA Tour of Australasia and WPGA Tour of Australasia.

Commenting on the partnership, PGA of Australia chief executive, Gavin Kirkman, said: “We are delighted to welcome Rolex as a major partner of the PGA of Australia; our premier tournament, the BMW Australian PGA Championship; and our tours which are producing the new generation of stars. Rolex is synonymous with golf with a rich history in our sport, and through major championships around the world, that dates back almost six decades.

“Rolex shares our dedication to enhancing the game for future generations and we look forward to the mutual benefits that will come from having Rolex at the heart of professional golf in Australia through the Challenger PGA Tour of Australasia and WPGA Tour of Australasia.”

The iconic Rolex clock, which has become a feature of golf events at all levels of the game across the world, will sit beside Royal Queensland’s first tee at the BMW Australian PGA Championship in Brisbane from November 21-24.

Managing director of Rolex Australia, Benoit Falletti, commented: “Rolex is proud to expand its support of golf in Australia, a country with more than 3.5 million active golf players and some of the world’s top ranking golf courses. The PGA of Australia promotes a thriving industry of golf professionals and presents a world-class tournament with the annual Australian PGA Championship event. We look forward to this exciting new partnership and to further developing the alignment between Rolex and golf in this region.”

The PGA of Australia is the third oldest Professional Golfers Association in the world and traces its origins back to 1911 when a group of expatriate Scottish golf Professionals formed a national association to promote the game of golf and elevate the vocation of the golf Professional within Australia.

Rolex has deep roots with Australian golf, with its long-standing support including having 2013 Masters champion Adam Scott and 2015 PGA Championship winner Jason Day among its family of testimonees.