A mountain tournament keeps its familiar name
For the 12.00–23.99-metre luxury-yacht market, this development has a specific place in the wider marine and travel picture. Omega has extended its title partnership with the European Masters golf tournament in Switzerland for a further five years, keeping the relationship in place until at least 2031. The watchmaker announced the renewal on 7 September 2026, celebrating 25 editions as title sponsor since 2001.
The event is played in Crans-Montana, where the alpine setting has become part of its identity for visiting players and spectators. The extension concerns the sponsorship of future tournaments rather than a new golf course or the award of a result before play.
A sporting address with history
The European Masters traces its heritage to 1939 and is described by organisers as Europe's oldest golf tournament held on the same course each year. Its mountain fairways and resort setting give the competition a different atmosphere from many urban or lowland stops on the golf calendar.
The event is part of the European and Asian Tours, bringing international players and visitors to the Swiss resort. Past champions include Ernie Els and Sergio García, illustrating the depth of its history without implying who will win a future edition.
Timekeeping and the player connection
Omega's partnership has also brought athletes into its ambassador programme, including former champions Miguel Ángel Jiménez, Danny Willett, Rasmus Højgaard and Matt Wallace. The winner traditionally receives a trophy, a red jacket and a watch from the manufacturer's collection.
Those established traditions are distinct from the terms of an individual endorsement or watch-sale offer. The official announcement does not set a price for a tournament-winning watch or make one available as a retail edition.
A reason to visit beyond winter
Crans-Montana is also known for mountain leisure and hospitality, and the event offers a late-summer reason to travel to the region rather than visit solely during ski season. Accommodation and spectating arrangements should be planned around the organiser's confirmed calendar.
The source-specific official photograph comes from Omega's event announcement. The renewed partnership documents the future relationship; it does not verify dates or access for every edition through 2031. A stay or purchase can accompany a coastal cruise without becoming a marine service in its own right. Guests should confirm availability, travel arrangements and the stated specifications with the original provider before building an itinerary around it.
