Omega, PGA of America sign 5-year strategic marketing, sponsorship deal

BIEL, Switzerland and PALM BEACH GARDENS, Fla. (July 1, 2011) -- OMEGA, the Swiss maker of prestige watches, and The PGA of America, today announced a far-reaching strategic marketing and sponsorship agreement that will carry through 2016. The five-year agreement, which provides for multiple "Official Timekeeper" designation, marks a major breakthrough for OMEGA in the sport of golf in the United States. The deal also enhances the brand's rich history in sports timekeeping and aligns OMEGA with the world's largest sports organization comprised of 27,000 men and women PGA Professionals who are recognized for their expertise in teaching the game, promoting the game, and managing golf facilities.

The new partnership which formally begins today, will be launched at the 2011 PGA Championship, Aug. 8-14, at Atlanta Athletic Club in Johns Creek, Ga., and will extend through The PGA of America's Centennial in 2016.

"With our tournaments in Europe and Asia, OMEGA has long supported the growth of golf as a global game," said Stephen Urquhart, president of OMEGA, "and we are looking forward to being involved in the great events organized by The PGA of America. This partnership also gives us a fantastic platform to develop the brand in the important American market."

With The PGA of America conducting two of golf's premier events enjoyed by global audiences - the PGA Championship and the Ryder Cup -- OMEGA is committed to elevating its mutual brand presence in a global marketplace while expanding its public awareness. That commitment includes advertising on golf telecasts of PGA championship events, marketing support for the PGA's player development efforts and extending benefits to PGA members and their facilities.

As the "Official Timekeeper" of The PGA of America, OMEGA also will become:

-- The Official Timekeeper of the Senior PGA Championship, PGA Championship and PGA Grand Slam of Golf
-- The Official Licensee of the 2012 and 2014 Ryder Cup
-- Presenting Sponsor and Official Timekeeper of the PGA Professional National Championship, and
-- The Official Timekeeper of PGA Golf Properties

"The PGA thanks OMEGA for its excitement in promoting the game and our brand, as well as OMEGA's recognition of the important role PGA Professionals play in the growth of the sport," said PGA of America Chief Executive Officer Joe Steranka. "We are delighted that OMEGA will become the Official Timekeeper, delivering quality service and technical support at our premier spectator and member championships."

Through the multi-faceted partnership agreement, OMEGA will commit significant support to a member-benefit OMEGA timepiece program and a facility clock program, both exclusive to PGA Professionals.

Further, OMEGA has committed significant support to the PGA Professional National Championship, as one of three Presenting Sponsors and support of the Championship telecast on Golf Channel. OMEGA will also commit to having corporate hospitality at all PGA major championships, and OMEGA clocks will be positioned at PGA Golf Properties -- PGA Golf Club, the PGA Center for Golf Learning & Performance, PGA Country Club, and Valhalla Golf Club.

OMEGA has long supported the sport of golf internationally, serving as title sponsor of the OMEGA European Masters, the OMEGA Mission Hills World Cup of Golf and the OMEGA Dubai Desert Classic. OMEGA's roster of Brand Ambassadors includes a number of current golf stars and one of the game's all-time greats, Greg Norman.

OMEGA has a rich history in sports timekeeping, having served as Official Timekeeper at 24 Olympic Games since 1932. It has extended its agreement with the International Olympic Committee through 2020.

As the brand expands its presence in the sport of golf with the new PGA of America partnership, it has also been increasing its retail presence in the United States aggressively, opening nine new OMEGA flagship boutiques in 2010 with 20 more slated to open in 2011.

About OMEGA

Since it was founded in 1848, OMEGA has been defined by its pioneering spirit and its innovative watchmaking. OMEGA is closely involved with a world of achievements including the conquest of space and the oceans' depths, unparalleled experience in sports timekeeping and the establishment of more records for accuracy than any other watch brand. OMEGA is also a Main Partner in the Solar Impulse project, which aims to circle the globe in an airplane powered only by the sun. The brand's Co-Axial movements are widely considered to be among the world's finest.

About The PGA of America

Celebrating its 95th year, The PGA of America has maintained a twofold mission of its founders: to establish and elevate the standards of the profession and to grow interest and participation in the game of golf.

By establishing and elevating the standards of the golf profession through world-class education, career services, marketing and research programs, The PGA enables its professionals to maximize their performance in their respective career paths and showcases them as experts in the game and in a multi-billion dollar golf industry.

By creating and delivering dramatic world-class championships and exciting and enjoyable promotions that are viewed as the best of their class in the golf industry, The PGA of America elevates the public's interest in the game, the desire to play more golf, and ensures accessibility to the game for everyone, everywhere. The PGA of America brand represents the very best in golf.