For several years now, the European Masters have occupied a choice position in the calendar of the European Circuit. Being a tournament with impressive sporting characteristics, it also plays the conviviality card, thanks to the incomparable ambiance at Crans-Montana.

The Alpine course of Crans-sur-Sierre is the scene of the Omega European Masters. Although the tournament has nowhere near the profile of its United States counterpart, it does share similarities and, behind, the British Open, is one of the top competitions on the European circuit. Last year's winner was Sweden's Robert Karlsson.

While Augusta derives its beauty from water and the flora that surrounds the course, the Crans-sur-Sierre course is breathtaking because of the panoramic view, which encompasses 160km of mountain ranges. Greg Norman has described it as "by far the most spectacular tournament course in the world". The opportunity to see Europe's leading players perform in this stunning setting should not be missed.

Whilst the lure of the dollar has enticed many European and overseas stars to the PGA Tour, the European tour remains an extremely lucrative alternative. Now known as the European Tour International Schedule, the season includes events as far afield as South Africa, Australia, Qatar, Taiwan and Hong Kong.

For the European stars on the Tour there is more at stake than pure financial reward: the top ten players are automatically selected for the European Team to play against the US in the Ryder Cup. Save winning one of the majors, competing in this competition is the pinnacle of a golfer's career.