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Already this summer, Rolex has seen Omega move onto its traditional turf. With its Olympic relationship, Omega covered up all the Rolex clocks at the All-England Club during the Olympic tennis competition at Wimbledon.

And not the Ryder Cup.

The rivalry reached another dimension this summer when Norman said he was kept from playing the pro-am in the Senior British Open at Turnberry because Rolex is a sponsor. It turned ugly a month ago when Norman was in Gleneagles for a corporate clinic and stopped by a news conference in the hotel where Jose Maria Olazabal was announcing his two captain’s picks for Europe.

Norman said Rolex officials wouldn’t let him in the room.

“They are crossing the line between the business of golf and the game of golf,” said Norman, who previously had an endorsement with Rolex.

The watch wars are a delicate subject at Rolex headquarters in Geneva, and the company was not willing to comment beyond an email from spokeswoman Virginie Chevailler that “we can only regret the current nonuniform approach of the communications surrounding the tournament.”

“We are concentrating on our current and future relationships with the events we sponsor,” she said. “We hope this edition of the Ryder Cup will be as exciting as usual.”

Even more peculiar was the timing of the deal.

The PGA of America and the European Tour worked together to create one logo to be used for the Ryder Cup no matter where it’s played. Previously, the logo changed depending on which continent it was played. Five months later, the PGA of America announced its new deal with Omega.

It was not clear how much of a chance Rolex was given to match the offer.

“Our partners are given an exclusive window to maintain the relationship. That window came and went,” said Joe Steranka, who is retiring this year as chief executive at the PGA of America.

The deal also gives Omega a presence at some 11,000 PGA-member golf courses in the United States, which was appealing to the company.

Norman was the matchmaker in the deal. Urquhart said Omega met with the Australian after signing him as an ambassador to ask how else it could get involved in golf.

“He introduces the fact that with the PGA of America, there is the possibility to … I hate to say the word `replace’ Rolex, but our aim was to get in,” Urquhart said. “We managed to find a common agreement.”

Omega since has signed up U.S. Ryder Cup captain Davis Love III as an ambassador, and it presented all the American players at the Ryder Cup with a specially designed watch with a sapphire crystal case and the Ryder Cup emblem in the dial.

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