More than a quarter of a century of partnership: Raynald Aeschlimann reflects on the unique relationship between OMEGA and the Omega European Masters

Since 2001, the European Masters has carried the OMEGA name. It is a relationship that goes far beyond a traditional partnership, reflecting a shared vision, style and long-term commitment to excellence. On the occasion of the 79th edition of this iconic event in Crans-Montana, Raynald Aeschlimann, President and CEO of OMEGA, reflects on a relationship where tradition, innovation and sporting emotion come together.

The 2026 edition once again illustrated the unique character of the tournament. Played on the Severiano Ballesteros course against the backdrop of the Valais Alps, the event brought together an international field, a passionate public and a week of high-level golf. It was also a particularly memorable sporting finale, with Thriston Lawrence winning his third Omega European Masters title after a dramatic play-off against Paul Casey.

“OMEGA is passionate about building long-lasting partnerships.” says Raynald Aeschlimann. "They represent commitment and friendship, while also building an authentic brand identity. 25 editions as title sponsor of the Omega European Masters is a wonderful example of that spirit. We feel like we’ve really connected to the heart of a Swiss sporting tradition.”

The longevity of the partnership is also a reflection of the special place occupied by the Omega European Masters in the Swiss sporting landscape. Few events have maintained such a strong identity over several decades, while continuing to attract some of the biggest names in international golf.

“Crans-Montana is a special place.” he continues. “It’s a strong community and feels like a second home for our brand. We really look forward to returning each year, because we’ve built such close friendships. We’ve always been aligned on the same values, which has given us every reason to keep the partnership going.”

That sense of belonging is one of the defining characteristics of the Omega European Masters. The tournament combines elite competition with an atmosphere that extends beyond the fairways, bringing together players, spectators, partners, volunteers and the local community.

The 2026 edition was once again marked by ideal conditions, a highly praised course and a public that came out in force throughout the week. The tournament’s appeal continues to go beyond the names on the starting list: its history, setting and atmosphere have become an integral part of its identity.

Since 1848, OMEGA has been synonymous with watchmaking precision. But for Raynald Aeschlimann, the pursuit of excellence is not limited to heritage: "Golf represents some key OMEGA values, especially precision. When it comes to accuracy, every detail matters in this sport, and that is so apparent when you play or watch the game. So many other sports we support, such as athletics, swimming, and sailing, are about speed and finishing first. But golf is about composure, attention to detail, and analysing every move you make."

OMEGA has been the Official Timekeeper of the Olympic Games, as well as of numerous other sporting disciplines. The OMEGA Masters, however, holds a particular place: “As an Official Timekeeper, we are often drawn to different cities and venues around the world. But with the OMEGA European Masters, we get to enjoy the same familiar location each year. That’s really special in sport, and it’s quite unique in golf too. The tournament has been played here every year since 1939, so we love to be part of a Swiss tradition that is so strong and enduring.”

“This tournament is now part of Swiss culture. It’s the oldest tournament in Europe to be played on the same course each year. So, our goal is to help celebrate that heritage each year and keep it evolving into the future. Golf is still growing, and we feel a responsibility to keep the OMEGA European Masters as one of the sport’s great events.”

That vision is particularly relevant as the tournament looks ahead to its 80th edition in 2027. From its long-standing partnership with OMEGA to its commitment to the development of the course, the experience of the public and the future of golf, the Omega European Masters continues to evolve while preserving the character that has made it unique.