The name Longines is proudly associated with the richness of Swiss history and culture. As one of the oldest and most prestigious Swiss brands, Longines remains true to its reputation of excellence and elegance that truly sets it apart from other watchmakers. This article provides a thorough overview of the brand’s history, iconic features, and highlights some of its signature models to give readers a clear picture of why Longines is one of the most valuable Swiss watch brands.
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All About Longines
The History of Longines
Longines was founded as a watch brand in 1832 in Saint-Imier, Switzerland by Auguste Agassiz. Since its beginnings, the brand has become known for creating innovative, high-quality mechanical watches. Throughout its history, Longines has been one of the most recognizable Swiss watchmakers and the official timekeeper of several major sporting events, including the Olympic Games.
The Features of Longines
Longines watches are distinguished by their classic elegance, attention to detail, and Swiss craftsmanship. The brand is known for its elegant timepieces, which are often crafted with gold, steel, diamonds and other precious stones. It also offers a variety of models with modern features and innovative designs. Longines is dedicated to using only the highest quality materials, leveraging traditional Swiss engineering, and maintaining a timeless aesthetic.
The Selection of Longines
From classic models to cutting edge designs, Longines has something for everyone. From the iconic Flagship Collection to the modern Heritage Collection, each timepiece is a stunning blend of style and quality. With a variety of cases, materials, and complications available, Longines offers an impressive selection of watches for any occasion.
The Signature Models
Longines has an impressive selection of signature models. The flagship collection of watches includes classic pieces that have earned their place in history. The Heritage Collection features bold designs with modern features, while the L.E.D. Collection brings classic Longines timepieces into the future with innovative chronographs and other complications. The Conquest line offers generous sizes and is highly sought after by collectors around the world.
The Flagship Collection
The Flagship Collection features timeless pieces that are inspired by Longines’ heritage. The collection includes classic white watch faces with bold numbers, iconic steel bracelets, and subtle details that give each watch a timeless style. From the Heritage Chronograph to the Heritage Automatic, the Flagship Collection is sure to make a statement.
The Heritage Collection
The Heritage Collection is a perfect blend of modern features with classic style. The watches feature striking designs, such as diamond-encrusted bezels, rose gold cases, and intricate details that are sure to turn heads. With its classic style and modern features, the Heritage Collection is a perfect choice for any occasion.
Longines has earned its place in the pantheon of prestigious Swiss watchmakers. From its humble beginnings to its current status as one of the top Swiss brands, the company has remained true to its core values of excellence and elegance. Whether you are looking for a classic timepiece or a modern marvel, the watches of Longines are sure to make a statement and stand the test of time.
Compagnie des Montres Longines, Francillon S.A., or simply Longines (French pronunciation: [lɔ̃ʒin]), is a Swiss luxury watchmaker based in Saint-Imier, Switzerland. Founded by Auguste Agassiz in 1832, the company has been a subsidiary of the Swiss Swatch Group and its predecessors since 1983. Its winged hourglass logo, registered in 1889, is the oldest unchanged active trademark registered with WIPO.
Longines was founded in Saint-Imier in 1832 by Auguste Agassiz, a Swiss watchmaker and brother of biologist Louis Agassiz. Auguste had two partners, lawyers Henri Raiguel and Florian Morel; the company’s original name was Raiguel Jeune & Cie. By 1846, Raigeul and Morel had retired from the watch industry, leaving Agassiz as sole company head.
Several years later, Agassiz brought in his bright, enterprising nephew, trained economist Ernest Francillon, into the business. Francillon was the mastermind behind several impressive innovations that would distinguish the company from its competitors. One early stroke of genius from Francillon was to solely produce crown-wound pocket watches rather than the prevalent key-wound alternative. Later, when Agassiz started suffering from ill health, he passed leadership to Francillon.
Under Francillon, the company began segueing out of the établissage system and moved towards more modern production methods. Francillon solidified his firm’s progression to mass production in 1867 by establishing his first factory. Its location, an area in southern St. Imier known locally as Les Longines (“long meadows”), gave rise to the Longines name. To help further his efforts to improve the production at Longines, Francillon brought on Jacques David, a talented engineer. In addition, Francillon appointed David as Technical Director and put him in charge of the new factory. By 1867, it was also marked the year the Longines factory produced its first in-house watch movement, the 20A. The 20A, built with an anchor escapement (usually employed in pendulum clocks), was wound and set via a pendent crown. The innovative movement won an award at the 1867 Universal Exhibition in Paris.
Several years later, the U.S. watchmaking industry was earning making strides in industrialized watch manufacturing. Francillon sent Jacques David to the 1876 World’s Fair in Philadelphia to gather new ideas and strategies from American watchmakers. Upon returning, David wrote a 108-page report detailing what he learned during his trip; the report is considered one of the most significant documents in watchmaking history, detailing the inner workings of American watch factories, including the entire production process, from raw materials to finished watches, and the highly-effective internal structure and quality control measures implemented in American factories. In his analysis, David concluded the Swiss watchmaking industry needed to change significantly to keep pace with its American competitors.
Longines was the world’s first watch trademark and the first Swiss company to assemble watches under one roof.
In 1878, Longines developed its first chronograph movement, the 20H, a “mono-pusher” chronograph, in which all 3 chronograph functions (start, stop, and reset) were controlled via the crown. With the 20H, Longines could produce stopwatches suitable for precise timing in professional events. This was when Longines began building its reputation in equestrian sports, such as horse racing and jumping.
By 1880, Longines was known for the quality and precision of its timepieces. To Francillon’s dismay, the brand became a target for counterfeiters. Longines counterfeits were not only directly stealing business and revenue from Francillon, but also potentially damaging his company’s reputation. Francillon trademarked the Longines name in 1880 and its winged hourglass logo in 1889. By 1886, Longines had established itself as a primary supplier of timing equipment for most New York sporting officials.
Notable Longines calibers:
In 1927, P.V.H. Weems collaborated with Longines to produce the first wrist watch, the Weems Avigation watch. The watch was 47 mm in diameter.
In 1931, Longines collaborated with Charles Lindbergh to introduce the Hour Angle aviation
watch.
In 1937, P.V.H. Weems again collaborated with Longines to produce a second, smaller (33mm) Weems avigation watch (reference 3930, 3931, and 4036).
In 1953, Longines deployed the first quartz movement.
In 1954, Longines introduced a timekeeping instrument called Longines Chronocinegines.
Notable Longines calibers:
In 1983, Longines’ owner ASUAG merged with SSIH (which owned Omega SA) to form the Société Suisse de Microélectronique et d’Horlogerie (SMH). SMH became The Swatch Group in 1988, and Longines continued without R&D and production activities of its own. In the 1990’s, Swatch differentiated and repositioned its various brands in order to better compete in all market segments, with Omega becoming the high-end brand intended to compete with Rolex and Cartier, while Longines was positioned in a less-expensive segment, its watches redesigned as objects of elegance and classicism, emphasizing the historical tradition of manufacture, as opposed to the craft of watchmaking. In 2019, Longines licensed its name and branding to Marcolin for a collection of men’s and women’s optical frames and sunglasses.
Longines began using the slogan “Elegance is an Attitude” in 1999. Their previous slogan, “The World’s Most Honoured Watch” was used for most of the 20th century.
The Longines Logo is the oldest registered trade mark still in use in its original form registered with the World Intellectual Property Organization.
Since Longines developed its first chronograph movement in 1878, the brand has steadily built strong relationships with various sporting organizations, events and teams worldwide. First came horse racing, then additional equestrian sports such as show jumping, endurance riding and eventing (a “triathlon” of dressage, cross-country, jumping).
Today, Longines is designated as official timekeeper, partner, and watch for competitions worldwide including:
Notable Longines brand ambassadors and timepieces owners include Humphrey Bogart, Harry Connick Jr., Audrey Hepburn, Dr Nahum Sokolow, Aaron Kwok, Lin Chi-ling, Eddie Peng, Steffi Graf, Andre Agassi, Aishwarya Rai, Kate Winslet, Mikaela Shiffrin, Simon Baker, Jung Woo-sung, Bae Suzy and Jennifer Lawrence.
Notable Longines historical figures include
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