The timing couldn't be more perfect. As many of the world's best golfers join together for the OMEGA European Masters in Crans-Montana, the brand officially opened its new boutique in the heart of the resort on 22 July.

Situated on Rue du Prado 6, this is OMEGA's eighth boutique in Switzerland, and is spread over two floors totaling 120 square metres. Inside, there is a team of multi-lingual staff to accommodate the expected diversity of international customers.

Brand ambassador golfer Sergio Garcia.

There for the launch was the world's number 10 golfer, and OMEGA brand ambassador, Sergio Garcia. Not only does he have a close friendship with the brand, but he also has his home in Crans-Montana, making this event all the more special.

After posing for photographs and signing autographs, he said, "Today was the perfect chance to connect with friends and fans before the tournament begins. The OMEGA boutique is looking great and I'm proud to see their name connected with such a special tournament."

The new OMEGA Boutique is situated on Rue du Prado 6 in the resort of Crans-Montana.

Also present was Raynald Aeschlimann, OMEGA Vice President & International Sales Director, and Member of Swatch Group's extended group management board, who said, "The OMEGA European Masters represents the pinnacle of our proud association with golf. So it's fantastic to be opening a new store in this spectacular location, a place where we have such history and involvement."

The Boutique is spread over two floors totaling 120 square metres.

The new boutique in Crans-Montana is the third “house of OMEGA” to feature new design elements, including counters crafted from reconstituted zebrawood and furniture pieces made with attractive red leather. With an intimate, luxurious atmosphere, it's a chance for visitors to browse the brand’s extensive selection of ladies’ and gents’ Constellation, Seamaster, De Ville and Speedmaster timepieces, as well as products from the Fine Leather collection and dazzling Fine Jewellery pieces.

With just one day to go until the OMEGA European Masters begins in Crans-Montana, brand ambassador Sergio Garcia has officially opened the resort’s new OMEGA boutique.

Outside the store, the stunning peaks of the Swiss Alps offered remarkable views. Certainly this is a store location that is unique in many ways.

The OMEGA European Masters is a prestigious tournament deep in tradition and heritage. Played from July 23 – 26 this year, it has seen many famous champions over the years including Ernie Els, Lee Westwood, and Sergio Garcia himself. OMEGA has been the title sponsor since 2001.