|Famous for||As a friend of Charles Lindberg, Longines build a watch he designed to help with air navigation. It is still produced today. On the ladies side, it is the official timekeeper of Royal Ascot, upholding its strapline ‘Elegance is an attitude’|
Swiss watchmaking powerhouse Longines is a label of firsts. From record-breaking navigational achievements to the world’s oldest trademark, the first LCD display and official timekeeping duties for sporting events as grand as the French Open, Formula One and the Olympics, this classic brand is widely acknowledged as a leader in many fields.
Founded in 1832 in Saint-Imier, Switzerland, Longines’ success quickly spread abroad owing to its focus on precision timekeeping. Still leading the way in both mechanisms and design, Longines recently celebrated its 181st anniversary and is famous for holding the world’s oldest still-in-use and unchanged brand name, registered in 1880.
Since its humble beginnings, the brand has always prided itself on its dedication to and mastery of precision watches, and through this specialisation the label has built a close relationship with the sporting world. Providing timekeepers for the first modern Olympics in 1892 to creating the world’s first electromechanical wires which, when broken by an athlete, started or stopped the clock.
On May 20, 1931, the young aviator Charles Lindbergh set a world record when he made the first solo non-stop flight across the Atlantic in 33 hours and 30 minutes, a crossing timed by Longines. In conjunction with the watchmaker, Lindbergh went on to design a timepiece which specially aided air navigation – the Lindbergh Hour Angle watch is still in production today and is one of the brand’s most iconic pieces.
Today, Longines continues to innovate and lead the way in precision watches, quality and elegance. It excels in its watch collection for women, living up to its strapline ‘Elegance is an attitude’ supported by brand ambassadors who embody this essence including Kate Winslet, Aishwarya Rai Bachchan and Chi Ling Lin. The Longines Elegance watch collection includes the PrimaLuna, DolceVita and La Grande Classique de Longines which are all designed with a refined and classical style in mind.