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Every year, Crans-Montana trades its skis for golf clubs for a few days. Surrounded by the Swiss Alps, the resort hosts the OMEGA Masters, one of Europe’s most historic golf tournaments and one of the most important sporting events on the Biel-based watchmaker’s calendar. In 2026, there is another reason to celebrate. OMEGA marks its 25th edition as title sponsor of the tournament.
The competition dates back to 1923, when it was founded as the Swiss Open. Since 1939, it has been played at the Crans-sur-Sierre Golf Club, making it the oldest golf tournament in Europe to be held on the same course every year. Over the decades, its fairways have welcomed some of the sport’s biggest names, including Seve Ballesteros, Nick Faldo, Ernie Els and Sergio Garcia.
Photo courtesy of Omega
Photo courtesy of Omega
OMEGA became title sponsor in 2001 and has since made Crans-Montana a major fixture on its sporting calendar. The 2026 tournament will also be the 79th edition held at this venue and will once again bring together several golfers associated with the brand. Among them are 2021 winner Rasmus Højgaard, 2024 champion Matt Wallace, 2015 winner Danny Willett, Nicolai Højgaard, Miguel Ángel Jiménez, Guido Migliozzi, Erik van Rooyen and rising Spanish player Angel Ayora.
OMEGA’s connection with golf, however, extends well beyond this tournament. Rory McIlroy has been a brand ambassador since 2013, while the watchmaker also supports players including Céline Boutier, Wyndham Clark and Lottie Woad. OMEGA also plays an important role in Olympic golf, providing dedicated technology as Official Timekeeper of the Olympic Games.
Twenty-five editions later, Crans-Montana remains one of those places where OMEGA truly plays on home turf.
George Clooney
