Why Rolex Decided The Time Was Finally Right To Partner With LIV Golf

In the hushed, manicured corridors of professional golf, the Rolex crown has long served as the sport’s silent superego. For decades, the Swiss watchmaker was the guardian of the establishment, its green-and-gold signage a fixture at Augusta National and the R&A, ticking away the seconds of history with the detached reliability of an old-money patriarch. But this week, the patriarch did something that would have been unthinkable three years ago: it bought a table at the rebel…