A crisis should actually give us the energy to try out new things.To take risks, to reach out for
different ways of solving problems. It definitely should encourage us to make innovations. So we took advantage in
that period to really review our future developments, to review movements, and make sure that we have in the
pipeline all the developments we need in the future.
Our slogan — ‘Elegance is an attitude’ — is truer than ever before.And it’s not only limited to a
dress code — it’s a mindset, it’s about your feelings, your affinities. It tells people a lot about the brand
Heritage will have more influence on defining our future. Iconic developments from the past need to
be translated in a contemporary way in terms of design, technology and features in order to keep them
This will be a transitional year in watchmaking. Many brands were not able to bring all their
novelties to market. We have some very exciting models in the first half of the year, and will present a new
innovation by September which will be a milestone moment, recalling iconic developments of the brand from the past
but with a contemporary execution.
When we presented the Spirit collection, a lot of people said, “Here’s another brand coming out with
Pilot watches”. But if you look at Longines’ history, and its links to pioneers like Howard Hughes and Amelia
Earhart, we are probably the brand that can most credibly make pilot’s watches. I feel a very strong affinity with
our pilot watches, as well as for two other pieces I cannot tell you about yet. Expect some huge developments…
Collaboration is all about credibility.Whether it’s aviators or scientists, artists or sportspeople,
the consumer needs to understand why we have selected this or that person or company. It’s not just about the person
being super-famous or the company being super-prestigious — the fit needs to be credible and authentic.
Today, wearing the Longines Spirit watch, with a leather strap rather than a bracelet… I love it for
its state-of-the-art technology — it has a silicon balance spring, for example — and I love that it is inspired by
the past but redesigned towards contemporary tastes. I think this link between rich heritage and the contemporary
reminds me that we are pioneers; that Longines were contacted by people who needed a solution for exploring the
skies, the seas and the land. We see ourselves as the pioneers of today.
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