A system, apparatus and method for selecting one or more synchronization stations, or masters, in a peer-to-peer communication environment. Synchronization (or sync) stations broadcast periodic synchronization frames to advertise future availability windows, during which devices rendezvous for discovery and communication. Devices that can act as sync stations advertise preference values, which indicate their preference or suitability for the role. All devices execute the same algorithm to sort the preference values and identify a root sync station and any number of branch sync stations; leaf devices synchronize with the root or a branch sync station. This passive synchronization scheme allows individual devices to conserve power, because they need not actively discover other devices and services, and can power off their radios for periods of time without sacrificing discoverability. Synchronization and peer-to-peer communication as provided herein coexist with other device demands, such as Bluetooth® operations and infrastructure-based communications.