Omega European Masters

Flashback to 1906. A certain Arnold Lunn (an English lord, no less) arrived on the High Plateau and promptly decided it was perfect for golf — and skiing, too, because why not? The carefree gentleman laid out his nine-hole course directly across the alpine pastures, complete with panoramic views of the snow-topped peaks of the Pennine Alps. The locals looked on, amused, as a whole colony of well-dressed Britons arrived (by mule in the beginning) to strike a curious little white ball. Little did they know that this eccentric lord had just sown the seeds of what would become one of Europe’s most legendary golf courses.

A century of golf and more
After the founding of the local club in 1924 and the completion of an 18-hole course in 1928, the next chapter began with bounce (across the green) in 1939, when the Swiss Open chose Crans-Montana. This annual competition is still held in the same location some 87 years later, reinforcing its reputation as both Switzerland’s most important golf event and Europe’s oldest tournament!

Golfing at 1,500 m above sea level is by no means straightforward… especially for the greenkeepers, who are hard at work as soon as winter recedes. Yet while the Crans-sur-Sierre Golf Club (its official name) is known for wind gusts that can quickly shake up the game, it is even more renowned for its panoramic greens and fairways. The course was masterfully redesigned in 1997 by Spaniard Severiano Ballesteros — making it more demanding for professionals, more fun for amateurs — and it now bears his name. Spectacular? Without a doubt. No other course on the European Tour offers such views and such a range of surprises.

Watchmaking comes into play
A new era began when Omega entered the scene. The Biel-based watchmaker, keen to highlight its timepieces in action, embraces “events that resonate perfectly with the brand’s values”, explains CEO Raynald Aeschlimann. Omega has partnered with Team New Zealand in sailing since 1995, and in 2001, partnered with the Swiss Open (now known as the European Masters) in Crans-Montana — marking 25 years of loyalty this year.

It’s an “obvious choice” driven by a deep affinity between two Swiss institutions, two long-standing histories and two worlds that recognise one another through a shared culture of excellence. “There is a strong parallel between the tournament’s heritage and that of our manufacture”, emphasizes Raynald Aeschlimann. “We both share the same obsession with precision and meticulous attention to the smallest details, and we both share core values like patience, self-mastery and prestige.” And, of course, there is that undefinable style, the je ne sais quoi that simply makes sense, beautifully linking golf to fine watchmaking.

People, birdies and holes-in-one
The tournament began a new chapter under the name Omega European Masters, asserting itself more with each passing year as a flagship event of the DP World (European) Tour. Known for its elegant blend of expertise, etiquette and prestige, it attracts celebrities across sports, cinema and culture, “expressing the emotion of our timepieces”, notes Raynald Aeschlimann. The 50,000-some spectators who follow the competition each year have seen like likes of Cindy Crawford, Michael Phelps and George Clooney walk the fairways — some of whom wore an Omega “Ultra Light”, which was unveiled on site. “Our Ambassadors are always impressed by the beauty and the energy that prevails in Crans-Montana,” added the CEO. The tournament has indeed become one of the most sought-after dates in Omega’s calendar, notably thanks to the organisation of a Pro-Am, where amateurs are given a chance to play against professionals.

Among the professionals, the list of winners’ names is also impressive. Severiano Ballesteros (three times!), Nick Price, Nick Faldo, José María Olazábal, Ernie Els and Sergio García have all triumphed here. And that’s not to neglect mentioning Matthew Fitzpatrick, who won twice back-to-back in 2017 and 2018, and more recently, Rasmus Højgaard and Matt Wallace.

Yet there’s another key tournament player who made history here: Rory McIlroy, who in 2025 became only the sixth golfer ever to achieve a career Grand Slam after winning all four major championships. An Omega Ambassador, the Northern Irishman is also one of the founding members of the new virtual TGL league (launched in 2025). TGL is officially backed by the PGA Tour, which also boasts Omega as its Official Timekeeper. “Rory is a golf legend who embodies one’s ability to push beyond any limitations,” says his watchmaking partner — a statement that could just as well apply to the golf course itself.

A course in tune with the times
Let us turn to the course itself. The Severiano Ballesteros is constantly evolving to meet the demands of the times, reflecting PGA and sustainable development requirements. The course will complete a full transformation in 2026, after 15 years and a 23-million-franc investment. “All the playing areas have been rebuilt, with particular focus on invisible systems (irrigation and drainage), which are now at the cutting edge of performance,” notes its director, Pascal Schmalen.

“Our philosophy was simple: Make the course more attractive at every level of play, both for professionals and amateurs. This involved in-depth reflection in regards to the positioning of tees, bunkers and various hazards — work that was carried out in collaboration with European Golf Design (partner of the DP World Tour) and that was validated by the Ballesteros family to ensure preservation of the course’s spirit,” added Pascal Schmalen. Various sustainability initiatives over the past seven years have also earned the course a GEO Certification.

The absolute priority, however, remains “an unforgettable playing experience.” A regular visitor in a personal capacity himself, Omega CEO Raynald Aeschlimann agrees. His favourite spot? “Without hesitation, the view from the tee of hole no. 7. Simply incredible.” Professional golfers, however, often have another favourite: hole no. 13, which for years has been the focus of a special hole-in-one prize — a gold Omega Seamaster!

Mark your calendars: the tournament takes place 3-6 September, 2026.

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