Since the various editions of the Ryder Cup, this is the very first time the event has taken place in the French capital. Indeed, this prestigious world golf competition took place in Paris from September 25th to 30th. These six days certainly delighted golf enthusiasts, but not only them! Major luxury brands also saw this event as a great opportunity to establish targeted marketing strategies.
The Rolex watch manufacturer was present once again as an official partner of the 2018 Ryder Cup competition, joining BMW, Aberdeen Standard Investments, and Emirates. It's worth noting that the brand has been involved in golf for over 50 years and has been a partner of the European team since 1995. Rolex has also been a partner of this competition for four years. The brand will therefore share its initiatives on this competition, which has captivated the attention of over a billion viewers worldwide. It was there to lend its support to the large family of ambassadors who were present at the tournament.
The Oyster Perpertual has graced the wrists of golfers
The 2018 Ryder Cup featured the world's 24 best players. An American team and a European team competed over the six days of competition. Eleven Rolex ambassadors participated in the 11 Ryder Cup, including legendary champion Tiger Woods.
Dane Thomas Bjorn has selected the best players for the European team, including Spaniard John Rahm, Great Britain's Paul Casey and Dane Thorbjorn Olesen.
To show its support, Rolex has decided to adorn the wrists of the players, captains, and vice-captains with an exceptional model, namely the Oyster Perpetual Datejust 41 in white Rolex gold. This timepiece, a blend of Oystersteel and 18K white gold, features a slate dial, a jubilee bracelet, and a fluted bezel.
The Golf National de Saint-Quentin en Yvelines, where the tournament took place, was also equipped with the iconic Rolex clocks. It's worth noting that these clocks were first unveiled on golf courses in 1981.
A bustling Rolex boutique
In addition to adorning the players' wrists with one of its exceptional creations, Rolex also opened a boutique run by Parisian watchmaker and jeweler Dubail on the competition site. The brand's various iconic watches were showcased there. An engraving workshop was also available, allowing customers to add a personal touch to their timepieces. A master watchmaker engravers visitors' Rolex watches.
But so that fans and visitors could also experience the watchmaking brand's half-century of history, particularly in the world of golf, an exhibition was also organized at the Golf National. This same exhibition was presented in the heart of the Dubail boutique on the Champs-Élysées from Friday, September 21st to Sunday, September 30th.
Recently, watch and jewelry manufacturers have been steadily attracting new audiences through unique exhibitions and flashbacks. Events like the Ryder Cup are gradually becoming an excellent marketing strategy for major international brands.
Patrick
