Rolex and Skiing

Many sports are associated with Rolex, but one of the most exciting has to be skiing. A test of human fortitude and courage, skiing offers an image that complements the enduring image of Rolex. Rolex watches are widely known for their endurance in extreme conditions and accurate performance as timekeeping devices--both of which other watch brands must envy. These same expectations of precision and skill are reflected in the sport of skiing and ski racing.

Rolex has long been connected with one of the world's most popular skiing events known as the Hahnenkamm Races. Held every January, the event attracts a large number of spectators from all over the world. The race is named after the mountain Hahnenkamm located in the Kitzbuhel Alps in Austria. As an annual race, it has been organized since 1931. In 1967, it became a part of the Men's Alpine Skiing World Cup. From early on, Rolex has been associated as the "Official Timekeeper" of this race.

Mt. Hahnenkamm offers ideal slopes for skiing. The three ski races included in the competition are the Downhill on the Streif, the Super-G on the Streifalm, and the Slalom on the Ganslernhang. The Streif is regarded as the most demanding racing slope of the three. All the participants are proud to even be a part of this majestic downhill; winning is an added bonus. Such is the importance of this downhill that the champion of the race is decided on the basis of his performance on the downhill along the Streif. Previously, the winner was chosen on the basis of his combined performance in the downhill and the slalom competitions. Every winter, the world's best alpine skiers and racers look forward to participating in this event. Clad in aerodynamic suits, they taste the thrill of going down the famous Streif stretch at bone-rattling speeds. Imagine the reaction of 60,000 fans as they watch their heroes fly downhill with both power and precision as they throw caution to the proverbial wind.

Rolex has sponsors this event every year since its inception, and has made the Olympic champion Hermann Maier its brand ambassador. Hermann Maier is a crowd magnet on account of his exceptional achievements in skiing. On the occasion of the 69th Hahnenkamm races in 2008, Rolex celebrated its association with the game in a unique and untried manner; it invited its top 20 customers to experience the event in person. While Rolex understands that each Rolex owner stands out from the crowd, this invitation was an honor for the attendees and a great gesture on the part of Rolex to make its best customers feel truely valued.