Rolex, the undisputed leader of the Swiss watchmaking industry, is announced today as the Official Timekeeper of the Asian Tour in 2011.

Already the official timekeeper of several co-sanctioned Asian Tour events (CIMB Asia Pacific Classic, Barclays Singapore Open and Avantha Masters), the World Golf Championships along with two of its co-sanctioning bodies the PGA Tour and The European Tour, it is a natural move for Rolex to become involved with the Asian Tour.

Rolex has, since the late 1960s, enjoyed a privileged relationship with golf, based on shared values. Today Rolex is associated with the most important entities in the world of golf including the four Major Championships, the World Golf Championships, the Ryder Cup, the Presidents Cup, the PGA Tour, The European Tour, the China Tour, the PGTI and the LPGA Tour.

Rolex is also associated with a string of the world’s best players since Arnold Palmer became a Rolex Testimonee in 1967 including icons such as Gary Player, Jack Nicklaus and Tom Watson, Ryder Cup captains Colin Montgomerie, Bernhard Langer and Paul Azinger, as well as Annika Sorenstam, Lorena Ochoa, Phil Mickelson, Retief Goosen, Adam Scott, Trevor Immelman, Luke Donald, Paul Casey, Camilo Villegas, Martin Kaymer, Jeev Milkha Singh and Liang Wen-chong, to name but a few.

Asian Tour Executive Chairman Kyi Hla Han said: "Rolex is synonymous with prestige and excellence and we are honoured to welcome on board a truly global brand.

"The Asian Tour and our highly talented members are committed in our pursuit for greater achievements and excellence; and with the support of Rolex, we are confident of reaching our shared goals."

Jean-No?l Bioul, Rolex's Co-Director Sponsorship International Activities, said: "We are proud to be associated with the Asian Tour and believe that their product is going from to strength to strength with exciting opportunities ahead."