The worlds of golf and luxury timepieces frequently intertwine, as many championship-winning golfers are often seen sporting their finest watches on the greens. Beyond mastering the perfect swing, golfers are adept in style, excelling in what’s known as “golfcore.” In light of LIV Golf Singapore, a recent event, we spotlight some top golfers who are passionate watch collectors.
For many sportsmen, fashion is as much a passion to be nurtured as the thrill of victory. Simply look to the greats for confirmation; from the colourful Formula 1 pit outfits of seven-time world champion Lewis Hamilton to the iconic pre-game styles rocked by the NFL’s Travis Kelce, style and substance are close companions in sport.
Many golf greats are purveyors of quiet luxury, opting for garments that exude quality and sophistication, whilst providing comfort to last them the course. While they are generally bound by a traditional dress code on the greens — think collared shirts, tailored pants or shorts, and golf shoes — fashion-forward golfers have nonetheless found ways to express themselves through the watches that adorn their wrists.
Top golfers who are also Rolex brand ambassadors
Considering the celebrity and fame that comes with winning a golf tournament or event, it makes sense for luxury watchmakers to envelop these personalities into their fold. Through these celebrity endorsements, watchmakers ensure their timepieces are exposed to a high-profile and high net-worth community of golfers and golfing enthusiasts, many of whom hold special appreciation for luxury timepieces.
While many luxury horology brands have engaged top golfers as ambassadors for their timepieces, few have managed to do so like Rolex has.
On the greens, devotees of the Swiss luxury watchmakers are in good company, counting themselves amongst testimonees like golfers Tiger Woods, Phil Mickelson, Jon Rahm, Justin Thomas, Brooks Koepka, Adam Scott, Rickie Fowler, Justin Thomas, and Hideki Matsuyama. Cognisant of growing interest in the sport amongst women, Rolex have also extended ambassadorial duties to rising female golfers, including Brooke Henderson, Lexi Thompson, Lydia Ko, Anna Nordquist, and Thailand’s own Atthaya “Jeen” Thitikul.
Arguably the biggest name in the game right now is current world number one golfer Scottie Scheffler, who became a Rolex testimonee in 2022. Scheffler now counts himself among the top golfers associated with the Rolex brand. Recently, Scheffler took home his fourth PGA tour win of the season at The Masters 2024, where he defeated world number two Rory McIlroy, world number six Ludvig Aberg, and world number ten Max Homa, among others, to secure the win.
The 27-year-old American professional, who is notoriously humble despite his great success, was evidently playing to win. Scheffler’s tenacity and confidence shone through in his wardrobe choices, and for good reason. Anticipating victory and the Masters green jacket, which champions were permitted to wear, Scheffler adorned his wrist with a magnificent emerald beauty to match: A Green Rolex ‘Hulk’ Submariner (Ref. 116610LV).
Scheffler himself is not a huge collector of watches, prioritising family and creature comforts beyond overt luxury. However, his style choices nonetheless reflect his role as a Rolex testimonee, paying homage to his talent on the greens and the accomplishments he has garnered in this year alone.
Watches and golfers: A tale of partnerships
Not to be outdone, Swiss luxury watch makers Audemars Piguet also boasts a sterling lineup of top golfers within their roster of ambassadors. Golfers who have counted themselves among the Audemars Piguet ‘dream team’ are Viktor Hovland, Bud Cauley, Tyrell Hatton, Patrick Cantlay, Xander Schauffele, and Vijay Singh among others; Schauffele is the current world number four, whilst Cantlay is the current world number eight.
While little information exists as to the state of Schauffele and Cantlay’s partnerships with Audemars Piguet, Hovland remains intimately linked with the luxury watchmaker. Currently seventh in the world rankings, Hovland is a sterling addition to the dream team, and is certainly one to be reckoned with, both in style and on the greens.
Yet another horological brand with a strong presence on the greens is Richard Mille, which counts among its ambassadors golfing legends the likes of Bubba Watson, Nelly Korda, Christie Kerr, and Diana Luna. Meanwhile, luxury watchmaker Omega’s roster of high-profile golf ambassadors include world number two Rory McIlroy, world number 13 Collin Morikawa, and Spanish professional golfer Sergio Garcia. At Hublot, Dustin Johnson and Patrick Reed form part of the brand’s golfing ambassadors, frequently sporting the Hublot Big Bang Unico Golf timepiece. They are joined by Alexander Levy and Joel Girrbach.
Now that LIV Golf Singapore has passed, we look at golfers who are avid watch collectors, as well as some of the most expensive horological marvels in their luxury watch collections.
Exploring the most expensive watches in these top golfers’ luxury collections
Tiger Woods – Rolex Day-Date 40 in Everose Gold
As one of the most iconic and recognisable golfers of the 21st century, Tiger Woods has long brought his best game to the golfing greens. In spite of injuries that have hampered his career in recent years, Woods’ fashion game remains strong. As a Rolex testimonee, the champion golfer is rightly in possession of numerous Rolex watches.
The most expensive watch in the golfer’s repertoire: A stunning Rolex Day-Date 40 in Everose Gold (Ref. 228235), which is worth a staggering USD 69,000 in retail prices today. Crafted of precious metals, the Day-Date family of Rolexes are the epitome of horological excellence, exuding elegance and sophistication whilst proffering inimitable Swiss reliability.
Jon Rahm – Rolex GMT-Master II “Meteorite”
Another key presence amongst the Rolex roster of testimonees, Jon Rahm is the current world number five, a steadfast leader in the trying game of golf. While the Spaniard opted to depart from PGA tour for LIV Golf in 2023, he has been associated with Rolex since 2019, when he first became an ambassador. Among the luxurious timepieces, however, only one has ascended into the ranks of becoming a lucky charm: The Rolex Sky-Dweller (Ref. 326934), which accompanied the celebrated golfer across multiple career highlights including winning the U.S. Open.
Reports suggest that Rahm had upgraded his trusty Sky-Dweller by the time The Masters 2023 rolled around, where he clinched the victory while wearing a Rolex Sky-Dweller (Ref. Ref. M336934-0006). With a retail price of USD 15,900, Rahm’s selection combines oystersteel with white gold and a blue dial.
Despite Rahm’s evident favour for the Sky-Dweller range, they are not the most expensive watches in his collection. The golfer also owns a two-tone Daytona Chronograph in yellow gold and steel, as well as a Rolex GMT-Master II “Meteorite” (Ref. 126719BLRO-0002) in 18k white gold with a meteorite dial and blue and red “Pepsi” bezel. While the former is worth about USD 19,500, the latter commands an even more impressive price of around USD 60,000.
Brooks Koepka – Rolex Sky-Dweller in 18k Everose Gold
Yet another shining star and a LIV Golf fan favourite, Brooks Koepka, who is the captain of Smash GC, made a sparkling appearance in Singapore this week and eventually emerged as the individual winner of LIV Golf Singapore.
A Rolex testimonee, the golfer owns a collection of luxury watches that boasts several incredible timepieces bearing the brand’s iconic crown. Over the weekend, Koepka claimed his LIV Golf Singapore victory wearing his Rolex Day-Date in Oystersteel.
Among the watches that he has worn throughout pivotal moments of his career, one can also count a 50th Anniversary Sea-Dweller (Ref. 126600) and the Rolex Daytona “Panda” (Ref. 116500LN), which adorned Koepka’s wrist as he hoisted the 2023 PGA Championship trophy last year.
However, the undisputable crown jewel of his luxury watch collection is a Rolex Sky-Dweller in 18k Everose Gold (Ref. 326935), paired with a matching Everose gold Jubilee bracelet. With a retail price of USD 50,900, the timepiece features a dark rhodium dial and an elegant fluted bezel among other aesthetic characteristics. In terms of complications, the timepiece proffers an annual calendar and a month display; operating on the Calibre 9002 movement, it also boasts 72 hours of power reserve.
Bubba Watson – Richard Mille RM 38-02 Tourbillon Bubba Watson
A brand ambassador of luxury Swiss watchmaker Richard Mille, Bubba Watson’s watch collection boasts incredible timepieces that are nothing short of horological wonders. Most recently at 2024 LIV Golf Hong Kong, which was held from March 8 to 10, Watson was photographed wearing an ultra-limited Richard Mille RM 38-02 Tourbillon Bubba Watson.
Boasting an unconventional colourway with pink accents, the extraordinary watch appears to be a favourite of Watson; it later accompanied him on the fairway at The Masters 2024. Watson’s appearance alongside his team RangeGoats at LIV Golf Singapore this week allowed horological enthusiasts a glimpse of the USD 2.5 million timepiece, which he wore on the greens with pride.
With only 50 pieces available, the timepiece bears all the hallmarks of an engineering masterpiece, touted by Richard Mille to be ‘the watchmaking equivalent of a hole in one.’ Within its core rests a manual winding tourbillon movement incorporating 21 jewels: the CALIBRE RM 38-02, which offers 70 hours of power reserve and excellent performance.
To withstand the shocks and pressure of golf balls, which undergo acceleration of up to 50,000 g’s, the artisans at Richard Mille subjected both baseplate and bridges to extensive testing, whilst also ensuring quality in material selection. The resultant timepiece is an elegant feat of engineering that combines a small, yet powerful calibre with superior shock-resistant qualities.
Rory McIlroy – Omega Deville Tourbillon
The current world number two in golf rankings, Rory McIlroy’s career is marked by so much more than excellence on the greens. The Northern Irishman has long endorsed Swiss luxury watchmaker Omega, for whom he has been an ambassador since 2013. Across his celebrated career, McIlroy has hoisted many a winner’s trophy with his wrist adorned in a luxury timepiece reflecting this long and happy partnership.
While McIlroy has been spotted wearing an Omega Seamaster Aqua Terra and an Omega Speedmaster Professional Apollo XI 20th Anniversary, his most expensive Omega timepiece is the Omega Deville Tourbillon in rose gold. It was this watch that accompanied McIlroy as he hoisted the trophy of the CJ Cup in 2021, marking his 20th PGA Tour win and securing his spot as the 7th golfer to have accomplished such before the age of 33.
While discontinued, the watch is nonetheless worth around USD 148,000 on resale markets, making it one of the most expensive timepieces owned by the golfer. McIlroy took the watch out for a spin last year at the 2023 Ryder Cup, where over USD 1.2 million worth of luxury horology was on display. The same watch also made an appearance at the DP World Tour Championship later that same year.
Viktor Hovland – Audemars Piguet Royal Oak Perpetual Calendar in White Ceramic
The current world number seven in golf rankings, Viktor Hovland has a taste for beautifully expensive things, and that much was on display as he hoisted the trophy of the 2023 FedEx Cup. Counting himself among Audemars Piguet’s dream team of golf celebrities, Hovland’s collection of luxury watches reflects his flair for quiet luxury.
Across his storied career, the 25-year-old Norweigian professional golfer has sported many an ultra-luxurious timepiece on his wrist. After winning the 2023 BMW Championship, Hovland received his trophy sporting an Audemars Piguet Royal Oak Perpetual Calendar in White Ceramic (Ref. 26579CB.OO.1225CB.01).
The sporty white timepiece is known to be incredibly lightweight, yet durable, proffering balance on the field; sadly, it appears to have been discontinued, though collectors may find it in secondary markets for a staggering USD 400,000.
A notable mention in Hovland’s collection of luxury watches is his 50th Anniversary Audemars Piguet Royal Oak in 18k gold (Ref. 16202OR). Featuring a smoked slate grey Petite Tapisserie dial, the watch 39 mm “Jumbo” Extra-Thin watch operates on an exquisite Caliber 7121 movement that is visible through its exhibition caseback. Prices of the watch differ across retail and secondary marketplaces, but it has been known to fetch between USD 70,500 to USD 165,000.
Patrick Cantlay – Audemars Piguet Royal Oak Selfwinding Chronograph
Once a member of the Audemars Piguet dream team of golfers and the current world number eight, Patrick Cantlay boasts a stunning collection of watches that reflects his unique style on the greens. In August 2021, Cantlay took home the BMW Championship trophy; the next week, he took another victory, securing the Tour Championship at the East Lake Golf Club in Atlanta Georgia. At both events, Cantlay wore a Rolex Oyster Perpetual Datejust 41 (Ref. 126334-0017). Operating on the Calibre 3235 movement, which houses 31 Jewels, the timepiece retails at about USD 10,500.
Yet another timepiece in Cantlay’s incredible collection is his Audemars Piguet Royal Oak Selfwinding Chronograph (Ref. 26331ST.OO.1220ST.02), an extraordinary piece that operates on the Calibre 2385 movement. Featuring a Grande Tapisserie dial design, the watch marks the 20th anniversary of the Royal Oak chronographs with subtle new details that capture the essence of the brand. On secondary marketplaces, the watch is worth an estimated USD 42,000.
Dustin Johnson – Hublot Big Bang Chronograph “Beverly Hills”
Dustin Johnson counts himself among Hublot’s brand ambassadors, where he is known as a ‘friend of the brand’. As the current captain of LIV Golf team 4 Aces, Johnson was recently in Singapore for the LIV Golf event, where he bagged a seventh-place individual ranking.
Johnson’s collection of spectacular watches includes several Hublot timepieces, an unsurprising revelation considering his role as a brand ambassador. Among them: A Hublot Spirit of Big Bang King Gold Jewellery (Ref. 601.OX.0183.LR.0904), an ultra-limited Hublot Big Bang Chronograph “Beverly Hills” (Ref. 301.KX.1779.LR.BHB17), and a Hublot Big Bang Unico Golf, widely touted as the best golf watch ever released. Of these three Hublots, the first can fetch up to USD 87,000, whilst the last can fetch up to USD 33,000.
Most interestingly, there are no indications as to the price of the Hublot Big Bang Chronograph “Beverly Hills” (Ref. 301.KX.1779.LR.BHB17). However, given that there are only 25 in existence, it is certain to be priceless, thus earning it a place amongst the most expensive watches in Dustin Johnson’s collection.
Patrick Reed – Hublot Big Bang Steel Pavé
Yet another sparkling personality who stands among Hublot’s roster of brand ambassadors is American professional golfer Patrick Reed. Reed, who is currently aligned with Dustin Johnson as LIV Golf teammates in 4 Aces, has been known to adorn his wrist in Hublot timepieces, reflecting his position with the luxury watchmaker.
Two references stand out: The stunning Hublot Big Bang Ferrari White Ceramic Carbon (Ref. 401.HQ.0121.VR) and the Hublot Big Bang Steel Pavé (Ref. 301.SX.1170.RX.1704). The first of these accompanied Reed during his 2018 Masters win, where its pure white case took centre stage against the iconic Masters jacket. Valued between USD 17,000 to USD 25,000, the much-vaunted timepiece runs on the UNICO HUB1241 movement, which features 38 Jewels and provides 72 hours of reserve time.
The latter, however, takes top honours as the most expensive of the two. Valued between USD 29,000 to USD 31,000, the glittering timepiece is a cry for attention, its stainless-steel case and bezel adorned with 326 diamonds in total. The watch runs on Hublot’s HUB4100 movement, proffering 42 hours of power reserve and water resistance up to 100 metres.
(Main and featured image: Ross Kinnaird/Getty Images)
Frequently Asked Questions (FAQs)
– What golfers are sponsored by Rolex?
Rolex has many golfers under the banner of their testimonees. Among others, some golfers who are Rolex testimonees include Tiger Woods, Phil Mickelson, Jon Rahm, Justin Thomas, Brooks Koepka, Adam Scott, Rickie Fowler, Justin Thomas, and Hideki Matsuyama.
– What watch does Justin Thomas wear?
As a Rolex ambassador, top golfer Justin Thomas certainly has access to more than one Rolex watch. However, one of the watches frequently worn by the golfer is the Rolex Daytona (Ref. 116509) with a bright blue dial and red accents.
– Do pro golfers wear watches?
Yes, pro golfers wear watches. Many even serve as ambassadors to luxury watch brands.
– Who are Rolex ambassadors?
Rolex has many watch ambassadors, including professional golfers such as Tiger Woods, Phil Mickelson, Jon Rahm, Justin Thomas, Brooks Koepka, Adam Scott, Rickie Fowler, Justin Thomas, and Hideki Matsuyama.
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Emmelyn Mah
Associate Digital Editor
Emmelyn curates and creates content in Kuala Lumpur, where she's spent the past decade building a portfolio comprising copy and video spanning print and digital platforms. Endlessly fascinated with cookbooks, interior design, aesthetics, and video games, she is also an ardent foodie - a lemon tart, lychee martini, and latte enthusiast. Her favourite animal is the common wombat. She's written one award winning cookbook.
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