This weekend’s PGA Championship was a perfect storm for Omega. Their prodigal ambassador, world number one golfer Rory McIlroy, claimed the title of his sponsor’s title tournament. It may not sound like much, but that’s a very big win in the world of sports ambassadorship (which, as we’ve told you before, is a truly fascinating dynamic, behind the scenes).

So what does that mean? It means that at the tournament where the winner would receive an Omega timepiece no matter what (even if that winner was, say, Rolex ambassador Phil Mickelson) Omega’s own ambassador, who would already be wearing an Omega for any presentation ceremony, received another one.