Raynald Aeschlimann, CEO of Omega: “With the Omega Masters, we are working to create the future values of golf”

In Crans-Montana, at the heart of the Swiss Alps, the Omega Masters will once again bring together leading golf champions from August 28 to 31, including defending champion Matt Wallace. For nearly a quarter of a century, Omega has sought to make this tournament one of the most important sporting events—accessible both to golf enthusiasts and to a wider audience. This long-term commitment is one of the brand’s hallmarks, as CEO Raynald Aeschlimann emphasized in a rare interview with Luxury Tribune. He revealed how Omega is reimagining the future of golf and positioning itself as a key player in the sport’s evolution.

Alongside the athletic competition, Aeschlimann insists on adding a touch of glamour by inviting some of the brand’s star ambassadors each year.

In 2022, the public had the thrill of seeing George Clooney by the Crans greens. This year, English actor Eddie Redmayne—Academy Award winner for his portrayal of Stephen Hawking in The Theory of Everything—has confirmed his attendance. Other big names will also be present, including Canadian actress Inanna Sarkis, American streamer Ninja (Tyler Blevins), Hollywood actor Don Cheadle, former NFL player Victor Cruz, and Olympic javelin champion Neeraj Chopra.

Since 2001, Omega has been the title sponsor of the Omega Masters. How has this partnership evolved in 24 years, and how can it continue to grow?

R.A: More than the number of years—which will reach 25 in 2026—this tournament has become a major event that perfectly fits our sports strategy. That strategy is built on several pillars, including golf, swimming, and athletics. Omega’s legitimacy is clear, starting with our near-century of timekeeping at the Olympic Games. But it is also about loyalty to the disciplines we support, and dedication to the athletes themselves. Omega was a pioneer in golf; we sensed early on that this sport would inspire our customers.

What does the tournament represent for the brand?

It embodies the very best of Swiss-made expertise. Organizing it is complex: it’s held at altitude, with unpredictable weather. But it is the most beautiful tournament in the world, set in the Alps, with breathtaking views and a demanding course—one that doubles as a ski slope in winter. For Omega, it is a constant source of inspiration. Golf itself is a magical experience that appeals to young people more than one might think. The world’s top 300 players can all deliver unique visual experiences of the game—unlike other sports where only the top 10 are truly admired.

What do you expect from the tournament?

To deliver an exceptional golf spectacle, to inspire, and to provide a Swiss-quality setting at the highest level. Many golfers come to Crans because the feeling of playing here is unique. This is the golf tournament most followed by non-golfers worldwide. That proves it has become a major sporting event—and Omega adds value to it every year.

What kind of added value?

Every year, we bring together people from Europe, Japan, and around the globe. It’s a true celebration of sport—both democratic and universal. Golf is one of the few sports where amateurs can actually play alongside professionals. Of course, we add a touch of glamour as well. In 2022, George Clooney attended; this year it will be Eddie Redmayne. It’s a win-win relationship with the tournament.

Luxury groups are increasingly investing in sports and making a strong statement in terms of image. How do you respond to this trend?

It’s very interesting—these groups have recently realized that sports are a huge emotional platform. Their strength lies in adding undeniable experiential value. But Omega has been doing this for a long time. It only becomes a risk if a brand limits itself to sponsorship, rather than building true partnerships. That is not Omega’s approach. We fully commit. We bring real ideas, organizational involvement, and deep knowledge of the sport and its challenges. That’s how Omega remains protected against purely financial maneuvers.

How does this philosophy apply to your relationship with the Omega Masters organization?

We are working together to create the future values of golf. A successful partnership must innovate for the sport. Without that, it’s easy for another brand to outbid you financially. Creating shared value is the key—based on trust. Longevity then adds legitimacy. For example, during the pandemic, Omega continued collaborating with the Masters organization. There was no tournament, but we still provided support—financing improvements to the greens, for instance. Being the title sponsor comes with responsibility.

Does this competition from other big brands push Omega to strengthen its positioning?

Yes. It pushes us to invest year after year to ensure the golf experience is always better. This year, two holes at Crans were completely rebuilt with our support. Soon, we will have redone all 18 holes together. Why? To keep the level of play and spectacle at its peak, and to meet the very high expectations of the players. We are also involved in discussions about deals with players, to ensure top talent attends. Our partnership also supports initiatives such as young Swiss golfers and the Barras Foundation. It’s a comprehensive commitment.

Which personalities will help capture attention this year?

Many champions will be there, including two from the world’s Top 20. While Rory McIlroy cannot attend, Danny Willett and the Danish Højgaard brothers will be present—all Omega testimonials, like the twenty or so golfers in our golf community. They are invited, and some will compete.

Golf still struggles with a traditional image among younger generations. How do you make it appealing to them?

Young people today are interested in all sports—you just need to attract them with big names, stars, and stories. Innovation is key: interactive and playful ways of engaging, such as this year’s new virtual Trackman tournament, which completes the experience. We work to make the event unique—designed around golf but also capable of drawing non-golf audiences. And let’s not forget: watching a live tournament, just a few meters from the champions, is an incomparable experience.

What is your vision for golf?

To continue on this path of coherence. I strongly believe in golf’s future—it has become more democratic. In the U.S. and Japan it is already well-established, but in China and other countries there is a strong desire for growth.

Does this mean Omega is interested in helping develop golf in China and elsewhere?

Yes. Our vision is to open the sport to countries that have not yet fully embraced it. Golf is a sport for all ages. Omega wants to bring its dynamism—active in golf for 25 years now—to Asia in particular. The sport is at a turning point, with new technologies and new ways of playing. Omega is the brand that can support this momentum and these innovative projects. I can’t reveal too much yet, but there are many ideas about making golf more urban, younger, faster—and we are working on them.

Do you take inspiration from other sports?

The NBA is a clear example. Basketball succeeded in creating a vision that made the sport inspiring, urban, and dynamic, incorporating music and culture. Remember, 25 years ago basketball was mainly associated with the Harlem Globetrotters. Golf can follow a similar path. In Switzerland, the ASGI is already doing a lot for the sport, and Omega has projects in this direction that will soon be unveiled.