The Omega European Masters has long held a distinct identity on the DP World Tour, and for players, much of its magic lies beyond the scorecard.
“There are so many things,” Matt Wallace says, “but first and foremost, you can’t get away from the scenery and the backdrops. No golf tournament in the world is played in a more beautiful place than Crans-Montana.” While the Alpine setting is unmatched, the event’s charm extends well beyond the course itself. “In its own right, it’s a great golf course and an iconic tournament with some incredible winners down the years, but it’s also a very special event,” he adds. “Crans is a small place, and as soon as you’re outside the gates, you’re on the main street. If you’re a golf fan, there’s a good chance you’ll be sitting next to someone you’ve been watching that day at dinner. It’s all very relaxed.”
J.Lindeberg has been part of the tournament for over a decade, and for him, the relationship between style and performance is integral - especially in a setting as unpredictable as Crans. “That’s a huge part of it for me,” he explains. “Everywhere I go in the world, I see the logo, but J.Lindeberg feels particularly rooted in the Omega European Masters. It’s a great fit.” Having worn the brand for nearly ten years, he points to consistency as a defining strength. “Over all that time and across all those tournaments, JL has played a massive part in me feeling comfortable while still wearing great looks. And the thing about Crans is that it tests every area of your game - and every part of your wardrobe. I think the only weather I haven’t played in there is snow. Whatever it is, JL has the answer.”
His connection to the tournament reached new heights with victory in 2024 - a moment that still resonates deeply.
“It was massive for me for a lot of reasons,” he reflects. “Given my circumstances at the time, I felt like I was on the verge of something special, but it’s important to back that up with results.” The final moments, however, were far from straightforward. “It’s a tough place to play with a lead, and I was caught on the 72nd hole. But the play-off actually freed me up, and it turned into a great way to win.” The emotion of the moment is still vivid. “That feeling… I think my throat has only just recovered from the scream I let out!”
Returning to Crans-Montana now carries a different weight. “It really hits home when you come back to defend. I’ve got so many friends in the restaurants and bars, and there are signed flags from my win almost everywhere I go.” Bringing his family back to share in the experience added another layer of meaning. “Like all past winners, I now have a plaque on the main street to mark my win. Those little things, in a place so iconic - they mean everything.”
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