Rolex partners The Ryder Cup, a biennial match that stands for tradition, teamwork and sportsmanship. Launched in 1927, it is now contested by teams from Europe and the United States and hosted alternately by the PGA of America and Ryder Cup Europe. Rolex’s partnership with the event began in 1995, when the European team, exemplifying the principles of respect and integrity so essential to the brand’s core philosophy, lifted the first of two consecutive titles; the second was clinched with a famous victory at Valderrama Golf Club in Spain two years later. Since 2014, the Swiss watchmaker has been closely associated with this eagerly anticipated event, sponsoring the European team at all editions, and in 2021 extending its support by becoming a sponsor at all competitions, both in Europe and the United States.