Every September, when the Swiss Alps are tinged with autumn colours, Crans-Montana becomes the stage for one of the most eagerly awaited events for golf enthusiasts: theOmega MastersAn event that, since 1939, has brought the best players in the world to compete on the green of the Crans-Sur-Sierre Golf Club, at almost 1.500 meters above sea level. The 2025 edition is no exception, consolidating the role of Omega not only as an excellent timekeeper, but as a global cultural and sporting protagonist.
The Biel-based watch brand, part of the Swatch Group, has been the title sponsor of the tournament since 2001. This year, it celebrates its 24th year of partnership, strengthening a bond that goes far beyond sponsorship: that of precision, tradition, and style. All values that, according to the brand, unite golf and watchmaking.
Omega Masters: a century-old tradition
The Omega Masters was born as the successor to the Swiss Open, founded in 1923, and today it is the oldest golf tournament in Europe held on the same course. Names like Seve Ballesteros, Nick Faldo, Sergio Garcia, and Ernie Els have written memorable chapters in the history of the sport here, lending the event a unique reputation.
Since 2009, the competition has been co-organized by the European Tour and the Asian Tour, demonstrating an international vocation that unites two continents in the name of golf.
The protagonists of 2025
The Crans-Montana greens will be graced with some of the biggest names in contemporary golf. Danish brothers Rasmus and Nicolai Højgaard , true rising stars on the European circuit, are back in the spotlight after their successes between 2023 and 2024. They'll be joined by South African Erik Van Rooyen , Spaniard Miguel Angel Jiménez , Englishman Danny Willett , winner of the 2016 Masters, and Italian Guido Migliozzi , a rising star with four victories on the European Tour.
Alongside the professionals, there are also famous faces from the worlds of cinema and sports. Over the years, the tournament has hosted George Clooney, Cindy Crawford, Justin Timberlake, Michael Phelps , and numerous others. In 2024, even Olympic champions like Mondo Duplantis and Neeraj Chopra visited Crans-Montana , confirming the event's cross-disciplinary appeal.
Olympic Golf and the Role of Omega
If the Masters is golf's Alpine showcase, the Olympics remain the world stage. Omega , Official Timekeeper of the Games for the 31st time in Paris 2024, has developed innovative technologies dedicated to this sport: radar scoreboards that display the speed, trajectory, and distance of shots, offering spectators an immersive experience.
The discipline, which returned to the Olympics only in Rio 2016 after over a century, has found in Omega a technological and symbolic ally, capable of merging sport and innovation.
Watches between technique and style
Omega's connection to golf also extends to dedicated models. Two standouts for 2025:
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Seamaster Aqua Terra “Ultra Light” in Gamma Titanium, a material used in aeronautics, with a telescopic crown and a METAS-certified titanium Co-Axial movement. A watch designed to withstand extreme conditions, lightweight and performing like the athletes who wear it.
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Seamaster Aqua Terra “Golf” , with an elegant design with a teak green dial, rhodium-plated hands and Master Chronometer calibre 8900. A model designed to accompany players on and off the course.
A global family in golf
From North American Will Zalatoris to Frenchwoman Céline Boutier , via Michelle Wie and Danielle Kang , Omega can count on an international team of ambassadors. The most famous remains Rory McIlroy , fresh winner of the 2025 Masters and among the few in history to have completed the Grand Slam.
A Swiss symbol between sport and watchmaking
The Omega Masters 2025 is more than just a golf tournament, it's a crossroads of Alpine tradition, celebrity, sports technology, and haute horlogerie. For Omega, it represents a celebration of an identity: that of a brand that for over a century has combined precision, elegance, and competitive spirit.
In Crans-Montana, each swing thus tells not only the story of a sporting challenge, but also the essence of a brand that has transformed time into a lifestyle.
