So Switzerland’s six-month wait for a grand-slam title is finally over. Another trophy in the Roger Federer cabinet, and another reason to want to slap him.

Gosh, that sounds churlish, doesn’t it? Typical sour grapes, poor loser, whingeing Pom. Actually, I think Roger Federer is a wonderful athlete, a sublime racket-wielder who turns mere sport into a thing of beauty. For sheer pleasure, give me Federer at his best every day. But does he have to look so smug?

There is something about his face that screams “I’m super”. It’s the self-satisfied smirk, the sneer of his eyes and nose, that perfect hair. It brings to mind a Red Dwarf word: “gimboid”.

None of us can help our appearance, of course. Ringo Starr was once asked if he felt as sad as he looked. “No, it’s just me face,” he said. But Federer’s smugness is more than just his face. He sounds smug, too.

“There’s no secret behind it. I’m definitely a very talented player,” he said yesterday. “I always knew I had something special.” This is typical modesty. He is fond of telling the press how brilliant his performances have been. Irritatingly, he can do it in four different languages: je suis formidable, ich bin unglaublich, soy espectacular.

His whole image is based on smugness. He has his own monogram, for heaven’s sake. And a cosmetics range. Then there are those insufferably matey adverts for razors with Tiger Woods and Thierry Henry.

He rocks up to Wimbledon as if it were Milan Fashion Week. Remember last year with the gold-ended puffy white kit bag that looked like a giant luxury chocolate? And then there was the tracksuit top with the number 15 (the grand-slam titles he had won) embroidered on the side in gold, which he had brought along just in case and unpacked at the end of the final with little thought for whether it was rubbing the win in Andy Roddick’s nose.

Still, there was one good thing about Andy Murray not being able to wipe away the Swiss smirk yesterday. The only thing more smug than Federer would be Sue Barker interviewing a British champion.