WatchAdvisor.com is glad to introduce you a new series of articles aiming at improving your understanding and knowledge of the watch industry. Each week, we will have the pleasure to present in detail a brand and its collections, and in order for you to pick the watch of your dream, we will also provide a selection of our 10 favorite watches. This week, we cover the most elegant brand of Saint-Imier - Longines!
Longines in a Nutshell
Founded: 1832 – in Saint-Imier, by Auguste Agassiz
Corporate: Member of the Swatch Group
CEO: Walter von Känel (Since 1988)
Revenue: CHF 1`500`000`000
Price Range: CHF 700 – 10`000
Units: 1`450`000 per year
Employees: > 1`300
Collection: Men's and ladies'
What does the Brand stand for?
The story of a watch brand usually begins with a watchmaker, but not with Longines! One of its founders, Auguste Agassiz, was indeed initially a trained businessman and banker. Together with Henri Raiguel and Florian Morel, they launched Raiguel Jeune & Cie in Saint-Imier in 1832, a manufacture that later became Longines.
Since its foundation, the aim of Longines always has been to offer high-class watches and to create the ideal timepiece for everyone, without trading-off quality, exclusivity, and traditional watchmaking.
Even with the great diversity of its models, the brand masters this challenge without losing its DNA. The value for money of Longines watches is also extremely high and it is possible to find high-quality, fine details and unique designs throughout the whole collection.
If you are looking for an opportunity to step in the incredible world of watches or if you want to get the most out of your money, then Longines is the right brand for you.
About the Models
The Master Collection represents all the brand’s values: tradition, history, passion, and expertise. This collection offers various models for men and women, in different sizes and materials. However, all watches are connected to each other with a classic and timeless design. The Master Collection concentrates on the essential and keeps things as simple as possible.
The Record Collection is the combination of classic and modern watchmaking. It concentrates on one of the most important elements of a watch: the time. The different models have a clear and sovereign appearance and their design are elegant and discreet.
The Longines 1832
Style, tradition, and precision are beautifully associated in the Longines 1832 collection to pay tribute to the brand’s rich history. Thanks to details such as the dolphin hands and the printings on the dial, the look of these watches is versatile and send you back instantaneously to the glorious days of the brand’s creation.
In 2014, Longines celebrated the 60th birthday of the Conquest. The collection is characterized by sports watches, reflecting athletic values such as speed, strength, challenges, and resistance. Although being sports watches, the different models have not lost their elegant design. The Conquest is a timepiece that can be worn every day and that still is the perfect companion to go on an adventure.
Elegance is a difficult word to describe but thanks to watchmaking, there is a way to express it through various models. The Longines Elegant Collection is one of these creations. Things are kept simple and all watches possess a pure and flawless design. The various sizes, dials, and straps available make you sure that you will select a model that truly suits you.
The Evidenza Collection is an homage to the “Roaring Twenties”. It pays tribute to the Art Deco style, the art of creating unique pieces with existing designs and extra attention to details. Longines created harmony using blue hands and special shapes for the cases and the indicators. The brand also set the date indicator and the small seconds at the right place, giving the watch a very balanced design.
Longines pays tribute to the place where everything started: the small city of Saint-Imier. The collection reflects the character of the town and connects history with the modern art of watchmaking. It gives a little extra to the models thanks to features such as a transparent case back and a unique metal bracelet.
Dolce Vita – the sweet roman lifestyle. The collection is a reflection of pure femininity and elegance for modern women. The Dolce Vita is a combination of Italian charm and Swiss manufacturing, and the models evoke sweet and calm emotions.
The Prima Luna collection takes you on a journey to space and reminds you of its appeal. By looking at the Prima Luna, you have the opportunity to get closer to the beauty of a starry night sky. The rounded case design distinguishes the different models of the collection from their competitors as they are very comfortable to wear. The combination of shapes with shining diamonds create a mystical vibe around the collection, reflecting pure perfection and exclusivity.
In the 1940s, Longines sponsored a series of classical music radio broadcasts named “The Longines Symphonette”. This collection represents the beauty of classical music: elegance, calm, and confidence. The oval shape of the case and the design of the bracelet make the watch look like a piece of high-end jewelry.
La Grande Classique
The Grande Classique displays an ageless beauty. A thin and simple case, a clear dial and slim hands are perfectly harmonized together. The peculiarity of these models is that they don't have any seconds' indicators, reminding you to enjoy every moment of your life.
Elegance is enhanced by simplicity. Longines’ statement summarizes the Présence collection very well. The brand mastered the art of locating the right thing at the right place. The collection is characterized by small details such as the unique bezel or the small seconds and it has an elegant design without being monotonous.
With this collection, Longines is keeping the spirit of one of its founders alive. The brand already celebrated success soon after its foundation, thanks to a businessman who was not a watchmaker but knew how to put things into action. Longines shows once again its ability and strength in creating beautiful timepieces, honoring the entrepreneurial mindset of Agassiz.
Launched in 1957 and celebrated in 2017, the Flagship collection combines visual details of the 50s with modern watchmaking, resulting in a timeless and modern timepiece; a watch for every occasion that is definitely a must-have in your collection.
The Lyre collection preserves the DNA of Longines, but the brand uses small details, such as the design and colors of the band to make a difference. The Lyre is a typical Longines watch: elegant, timeless, and classy. The brand created a versatile timepiece and its combination with a metal bracelet, or a leather strap, definitely changes its look.
Longines' passion for equestrian sports dates back to 1878 when the brand produced a chronograph with an etching of a jockey and his horse. The Equestrian collection includes wrist- and pocket watches, combined with stunning engravings, giving the collection its unique character.
Longines’ heritage is vast, and its knowledge, experience, and expertise allowed the brand to push boundaries. The Heritage collection includes timepieces such as the skin and the legend diver watches, or models designed and supplied to the British Royal Air Force in the 40s.
WatchAdvisor’s 10 Favorites
CHF 1`150 (recommended retail price)
1940 Chronograph 41mm (Ref. L4.8188.8.131.52)
CHF 2`850 (recommended retail price)
CHF 4`010 (recommended retail price)
Hydroconquest 43mm (Ref. L3.7184.108.40.206)
CHF 1`500 (recommended retail price)
Master Collection 40mm (Ref. L2.7220.127.116.11)
CHF 1`880 (recommended retail price)
Master Collection Lady 29mm (Ref. L2.218.104.22.168)
CHF 2`080 (recommended retail price)
Prima Luna 30mm (Ref. L22.214.171.124.6)
CHF 1`760 (recommended retail price)
Symphonette 25mm (Ref. L2.307.0.71.6)
CHF 4`100 (recommended retail price)
CHF 1`950 (recommended retail price)
La Grande Classique 24mm (L4.3126.96.36.199)
CHF 3`140 (recommended retail price)