OMEGA, NOW IN the fifth year as the title sponsor of the Hong Kong Open, has had an association with golf for more than 40 years.
In addition to sponsoring the Asian PGA Tour between 1995 and 1998, it sponsors the European Masters, held annually in the mountain resort of Crans-Montana in Switzerland.
It is the official timekeeper of the United States PGA Tour and hosts numerous amateur tournaments worldwide. In the late 1960s, Omega built its brand in Japan through a 'hole-in-one' competition.
Among the brand's 'ambassadors' are some prominent golf players, such as Ernie Els, Sergio Garcia and China's Zhang Lianwei.
In Hong Kong, Omega's Switzerland-based president Stephen Urquhart believes its support for golf, and especially the Hong Kong Open, 'has certainly helped to promote the game in Asia' through the brand's marketing activities linked to the tournament.
'These often involve Omega celebrities, thus linking the game more with lifestyle, and making the game and the tournament more appealing even to non-golfers,' he said.
Local actor Simon Yam Tat-wah, also a keen golfer, has been involved in promoting the game.