While not at the level of a Patek Philippe, Rolex, Cartier, or Audemars Piguet, Longines has built a very nice brand story around affordable luxury. They manufacture Swiss-made watches and quartz watches, many of which have the prestigious COSC certification. Perhaps this is why Longines ranks as one of the most recognizable Swiss watch brands.
This week Regarding Luxury got an exclusive sneak peak at new Longines watches for 2021. From sports to elegant to minimalistic, Longines runs the gamut. It was an impressive presentation. Watches are an investment – not like real estate, but an investment in personal style, and the effect that has on the outside world, as we slowly open up post pandemic. People are going to want to get out there more, very soon. Luxury watches and fashion should be two of the industries that will enjoy a nice rebound.
Canada’s best luxury website: Longines Legend Diver Watch
The new Longines Legend Diver Watch stays consistent with the pure lines of the original timepiece from 2007, and is now available in coloured versions, radiant dials – brown and blue. This piece really speak for itself. Especially the brown version, which goes darker into black towards the flange (internal turning disk along the edge). This version is really warm, and rich, especially if you match it with the brown leather strap. Great texture ($2,900 for this piece).
Longines also upgraded the movement – 72-hour power reserve, 5-year warranty on this. The 42 mm case back is decorated with an embossed emblem of a diver. They are water resistant to 300 metres, and they have an automatic movement with a silicon spring balance, made exclusively for Longines.
Longines Avigation BigEye
We have a soft spot for aviation watches, so the Avigation BigEye, now in titanium, really caught our eye. Longines has a long history, and this beauty has really stood the test of time. It’s now available with a petrol blue dial, which really marks the watch, along with the over-sized 30-minute counter. It’s driven by an exclusive chronograph movement fitted with a silicon balance spring for accuracy, 72-hour power reserve.
Also with a five-year warranty, 41 mm case, the 1930s design is an ode to the pioneers of the skies. Again, that brown leather strap really makes the look. Longines really paid attention to matching up straps this year.
DolceVita gets re-interpretation
Characterized by a rectangular case, a new sectorised dial which is reminiscent of Art Deco periods and interchangeable straps mark the Longines DolceVita collection. Originally launched in 1997, nice subtle balance of silver tones, the collection is known for its simplicity, and sophistication. Elegant and smooth, and classic, the execution here is very nice.
Automatic movement, it’s available in two sizes for gents – on a black strap, navy blue strap, and honey brown strap. Great accessory for those thinking about fashion flare. The blue hands on the dial are what’s really striking about it. Price point is $2,050.
Longines Silver Arrow
The original design of the Silver Arrow back in 1955 was inspired by the futuristic spirit of that period – dominated supersonic airplanes, race cars and the race to space. The Silver Arrow symbol was a supersonic plane flying through the stars when it launched. The screw-down back with that same emblem is back for this version. There is very much an understated elegance to this one (no date display). It has a 38.5 mm steel case, and contains a self-winding mechanical movement with a silicon, balance spring for accuracy.
Longines has a strong following for heritage pieces like this one. This year they’ve done a nice job with these re-issues. The real beauty with this is the dial – silver opaline, striated marking on the indexes. Simplicity at its best. $2,700.
HydroConquest collection gets a boost
In light of the popularity of diving watches this year, the HydroConquest collection comes in blue, grey, black and green versions. These are bold, for those who are active. Water-resistant to 300 metres, and a unidirectional rotating bezel, self-winding movement with an anti-magnetic silicon balance spring for precision. The green, black and blue variations come in two-tone steel and yellow gold PVD. The grey, black and blue versions are available in steel and rose gold PVD, around the bezel (more subtle here, more an accent). They also come on a black, blue or green rubber strap.
This one was re-designed a few years back, with ceramic bezel, matching dials, in 41 mm and 43 mm. This year, building on a collection that’s done well for Longines, there are two-tone executions as novelties, all in 41 mm. Screw-down back, screw-down crown, and automatic 72-hour reserve, movement exclusive to Longines. Five-year warranty, priced $2,200 (rubber strap) and $2,300 for two tone bracelet. Price point meets added value, in our view.
Affordable luxury and great design is where Longines is, especially in the sports and heritage segments. There’s a thirst to connect now, and pioneer spirit and grit is resonating. And there’s a growing focus on watches. The new Longines pieces talk. They have great stories behind them. Check them out more here.