Longines Automatic Watch, Swiss Longines Automatic Watches Sales

Longines PrimaLuna Automatic 26.5 Pink Gold MOP (L8.111.8.87.6)

Great seller!!! A+

---- [Rating: 5 / 5 stars]

Review by yevai sisimayi, From Russia Murmansk

Longines Saint-Imier Chronograph (L2.753.5.72.0)

Good value for quality auto Longines Saint-Imier Chronograph (L2.753.5.72.0) watch. Must turn crown counter clockwise to adjust date...brochure not clear on that.

---- [Rating: 5 / 5 stars]

Review by Paul Kowalik, From Tunisia Boumehel El Bassatine

Longines Evidenza Chronograph Yellow Gold Bracelet (L2.643.6.73.6)

This is one of the nicest Longines Evidenza watches that I have ever received as a gift. I can no believe the price that my wife paid for it. When I opened the box I told her that she had to return it, there is no way we can afford such a masterpiece.

---- [Rating: 5 / 5 stars]

Review by Laura Pickett, From USA Mount Vernon

Longines has once again looked to its rich history to expand the military wing of its Heritage collection. The Longines Heritage Military COSD is based on a piece of equipment used by the British Special Forces during the 1940s. Each item of this equipment was marked with the initials COSD and intended for the sole use of the Combined Operations Command created by the British War Office during the Second World War. These timepieces were much appreciated by the paratroopers.

The 40 mm steel case of the Longines Heritage Military COSD houses an L619.2 self-winding calibre. Maintaining its military look, it is mounted on a khaki Nato strap. Also created for the British army, these light-weight but robust straps were designed to meet the rigorous requirements of military equipment. The Longines Heritage Military COSD also exists in a version mounted on a black leather strap.

The opaline dial boasts a chapter-ring comprising large black Arabic numerals as well as a red 24-hour scale enhanced with blued hands. A railway-track minute ring serves to further emphasize the military style of the watch. A version with a matt black dial and rhodium-plated hands is also available. The upper part of the dial bears a broad arrow, a symbol used in Britain at the time to indicate government property. It was thus to be found on various pieces of military equipment including the watches used by the British forces. The numerals and the hands are coated with Super-LumiNova® to help the user read the time under all conditions.

The unique oval shape of the cases, the sophisticated mesh of the bracelets and the refined dials of the different variations are like notes that come together in an impeccably arrangement. Resolutely contemporary, these designs will delight lovers of chic and trendy aesthetics while remaining true to the timeless elegance that characterises the winged hourglass brand.

The eminently feminine case sports an ellipse and sets the tone: this new range will thrill lovers of modern, bold watches. The brilliance of steel, gold and diamonds enhances the refinement of the dials, while the finely crafted bracelets add the finishing touch to the whole piece.

Available in four sizes - XS, S, M and L - the oval steel and diamond-set steel cases of the Longines Symphonette house a quartz movement. The mother-of-pearl hour circle comes with either diamond indexes or with inlaid Arabic numerals. The polished lacquered black dial is adorned with diamond indexes, while the silver-coloured flinque dial features Roman numerals. Mounted on a black alligator strap or sophisticated steel mesh bracelet, these watches are water resistant to 30 meters.

An exclusive rose gold version, available with or without a row of diamonds, sports a mother-of-pearl dial with diamond indexes or inlaid Roman numerals whose pink hands harmoniously match the case.

The Prix de Diane Longines, the world's top race for fillies, offered last week-end a spectacular sporting rendezvous at the Chantilly racecourse. Lanfranco Dettori on Star of Seville won the coveted title of this top-level flat race day in front of more than 45'000 spectators.

Longines was associated with this event as Title Partner, Official Timekeeper and Official Watch. Longines Ambassador of Elegance Aishwarya Rai Bachchan was present at Chantilly and awarded Sandra Challal with the "Mademoiselle Diane par Longines" prize for her outstanding style.

Longines' passion for equestrian sports dates back to more than a century. In 1878, the Swiss watch brand produced a chronograph engraved with a jockey and his mount. The Longines Equestrian Pocket Watch Horses Trio 1911 was inspired by a metal pocket watch kept in the Longines museum and produced in 1911.

This 18-carat rose gold pocket watch has a cleverly crafted background depicting a trio of horses. The heads of these three proud animals stand out against a background of delicately worked foliage. The plant motifs are repeated in the middle of the piece. This unusual model is produced in a very limited edition. Each copy is numbered.

With a diameter of 48.20 mm, this model features the L878.4 calibre with manual winding. This movement is developed exclusively for Longines. Its white dial is decorated with large black painted Arabic numerals and a minute circle. It displays the hours and minutes with elegant "Breguet"-type blued steel hands and there is a small seconds at 6 o'clock. The sides and the bow on this watch are finely crafted in imitation of the original model.

On Saturday 4 April 2015, Scott Brash on Hello Sanctos won the Longines Global Champions Tour Grand Prix of Miami Beach and was presented with an elegant Longines watch by Mr. Charles Villoz, Vice President of Longines.

This event offered a great opportunity to discover Conquest Classic, a line of Longines timepieces dedicated to the equestrian world. The official watch of the Longines Global Champions Tour of Miami Beach was a lady model in steel from this collection. Set with 30 diamonds, it houses a mechanical calibre and displays a dial of white mother-of-pearl. Just as the entire Conquest Classic line, the screw-down case back of this timepiece is fitted with a sapphire glass.

Inspired by the Italian sweet life, the "Dolce Vita", it is worn on the wrists of women who know how to make the most of life's simple pleasures. As a tribute to those women, Longines has decided to offer a new interpretation of this collection, subtly combining geometric lines with soft curves. The lines of the rectangular case have thus been elongated and arched, some models enhanced with diamonds, to magnify the contemporary elegance and femininity of these new pieces.

Cased in steel, and sometimes decorated with diamonds, the Longines DolceVita collection comes in four dimensions. A silver-coloured "flinque" dial adorned with painted Roman numerals and a black lacquered or white mother-of-pearl dial with diamonds decorates the watches of this line. Slender rhodium-plated or blued-steel hands point to the passing hours and minutes. With their quartz movement, the timepieces are finished by a choice of black, white, grey or red leather straps or by a stainless steel bracelet.

To invite the best horse riders to compete in fourteen of the most beautiful cities around the world: that's the heart of the Longines Global Champions Tour. In 2013, Longines and this prestigious show jumping trial series concluded a long-term partnership. The Swiss watch brand has also become the Official Partner and Timekeeper for the Longines Global Champions Tour, thus opening up a new chapter in the history of equestrian sport. This agreement illustrates the seriousness of Longines' dedication to five-star outdoor show jumping events and perfectly represents the values and traditions shared by both parties.

On Saturday 15 November 2014, Rolf-Göran Bengtsson on Casall Ask won the Longines Global Champions Tour Grand Prix of Doha, one of the highlights of this stage. He therefore received an elegant Longines watch.
As the Doha leg marked the end of the season, the results obtained by the riders enabled the establishment of the final 2014 overall Longines Global Champions Tour Ranking classification. Scott Brash (UK) was declared winner of the Longines Global Champions Tour 2014, while Rolf-Göran Bengtsson (Sweden) arrived second and Ludger Beerbaum (Germany) third. To honour their successes, all three received distinguished Longines watches from the hands of Mr. Charles Villoz, Vice President of Longines.
 

The 44 mm circular steel case of the Longines Avigation - a contraction of "aviation" and "navigation" - referring to a navigation system invented during the 1920s - has the same diameter as the original one. It houses an L704 self-winding, mechanical calibre which shows the hours, minutes, seconds and date, and has a second time-scale. As in the 1949 model, the movement is encased in a soft iron plate and dome which protect it from the effects of magnetic fields.

The black dial features large white numerals as well as a 24-hour scale in red. The stick hands on the main dial are rhodium-plated and the lozenge-shaped hand on the second time-scale is red. All the hands are coated with Super-LumiNova®. The upper segment of the dial bears a distinctive sign, namely a broad arrow, used in the United Kingdom to denote government property, including military equipment and therefore the watches used by the British army.

The Longines Avigation is fitted on a black alligator strap with a buckle.

This year, the tournament, organized by Longines since 2010, was held at an exceptional venue, on the Champ de Mars, with the Eiffel Tower as a backdrop.

After a week filled with emotional and thrilling moments for the 16 talented players under 13 years old coming from all over the world, the 2014 Longines Future Tennis Aces tournament went to a prefect close on Saturday, May 31st, with the victory of Federica Rossi (Italy) who defeated Daria Frayman (Russia).

The Longines Future Tennis Aces, organized by the Swiss watch brand for the fifth consecutive year, is supported by the FFT (French Federation of Tennis) and is in compliance with the French Open of Roland-Garros, of which Longines is Official Partner and Official Timekeeper. This year, the tournament was held for the first time on the Champ de Mars, in front of the Eiffel Tower.

Federica Rossi was presented with a trophy from the hands of Jean Gachassin, President of the FFT (French Federation of Tennis) - just like the winner of Roland-Garros next weekend - as well as a Longines watch. Both finalists received an annual bursary of 2000$ until their 16th birthday for their tennis equipment, and to top off their great achievement, participated in an exhibition match with the patron of the tournament Marion Bartoli and Nathalie Dechy, both former French professional tennis players.

Longines is Official Partner and Official Timekeeper of Roland-Garros since 2007.

The name Longines has long been associated with breathtaking feats achieved by pioneers who have always dared to go beyond their limits, notably in underwater exploration. In the 1950s the brand supplied measuring instruments for the bathyscaphe Trieste, which set a diving record in 1953. In addition to technical equipment, Longines also produced robust and reliable watches intended for use by keen amateur divers. Dating from the 1970s, two such models have been taken as inspiration for the new The Longines Heritage Diver watch.

Available in two versions, one with three hands and the other a chronograph, these new models boast a black, satin-finish dial that elegantly combines red highlights with details coated with Super-LumiNova®. Moreover, both versions feature a bidirectional rotating inner flange. Like the original creations, the two new models have a diameter of 43 mm. The case back, crown and bezel are screwed in, thus ensuring water-resistance to 30 bar (300 metres). The cushion-shaped steel case has a brushed sunburst decoration on the upper surface and is polished around the sides. The case back is engraved with the figure of a diver, recalling the first diving watches produced by Longines.

The model with 3 hands differs from the other with its daring mix of colours set off by the black dial, namely one red hand and red minute zones, touches of Super-LumiNova® coating and grey rhodium plating. The graduated scale from 0 up to 60 enables the diver to calculate how long he or she has been underwater by synchronising the 12 o'clock hour symbol with the minute hand. The inner flange is activated using the crown at 2 o'clock. The chronograph version boasts the same colour scheme, but in contrast the graduated scale on the flange goes from 60 down to 0. This enables the diver to calculate the remaining time, for example to allow for decompression when returning to the surface, by synchronising a given point with the minute hand. The new The Longines Heritage Diver watches are fitted on a black synthetic or rubber strap.

As the Title Partner, Official Timekeeper and Official Watch, Longines presented the programme of the event and revealed the name of the Longines Ambassador of Elegance who will be lighting up the Prix de Diane Longines with her presence, namely Kate Winslet.

In all, nine races - including the famous Prix de Diane Longines, the world's top race for fillies - will be held during the afternoon of 15 June, in the unique atmosphere of the Chantilly Racecourse.

Longines' involvement in equestrian sport dates back to 1878, when the brand created a chronograph engraved with a jockey and his horse. For the Prix de Diane Longines 2014, the brand will be promoting a ladies' watch in steel from its Conquest Classic collection. Set with 30 diamonds, this timepiece with its white mother-of-pearl dial and diamond hour symbols is a perfect example of the elegance of this unique race meeting.

This year, the event will be enhanced by Longines' Ambassador of Elegance Kate Winslet. As the embodiment of refinement, the talented British actress will be presenting the "Mademoiselle Diane par Longines" award for elegance during the afternoon to a young lady chosen for her outstanding elegance. Moreover, Julien Dore, will be giving an exclusive concert.

Longines will also be involved in the Prix de La Reine Marie-Amelie Longines, a race for amateur riders of the International Federation of Gentlemen and Lady Riders (FEGENTRI), of which Longines is the Official Partner and Official Watch.

During the 2014 edition, the Swiss watch brand will renew its support to talented young jockeys through the Prix Longines Future Racing Stars, a race in which young jockeys from all four corners of the globe compete against each other. In a similar vein, Longines organizes on Saturday 14 the Longines Ladies Awards which will be presented during a gala evening held in the Grandes Ecuries of the Chantilly Chateau.
 

This new product has been inspired by a metal Lepine pocket watch dating from 1927 and displayed at the Longines Museum in Saint-Imier. Longines has been passionate about equestrian sports for many years. Today, it is involved in endurance competitions, show jumping and flat racing. Echoing the brand's passion for equestrian sport, the back cover of this creation is decorated with a horse flying over a jump.

With a diameter of 49.50 mm, the Longines Equestrian Lepine is fitted with a manually wound L506 calibre and shows the hours and minutes, as well as having a small seconds at 6 o'clock. Its white dial features a railway track minute-ring, large painted black Arabic numerals and a second minute-ring with red numerals. Pink Breguet hands complete the dial while the sides and the bow are finely worked in imitation of the original model. The back cover is decorated with a stamped out horse motif and opens to reveal a solid case back.

The 29 mm round case is set with 100 Top Wesselton VVS diamonds. On the model with the white mother-of-pearl dial, the baton shape hands are black. The dial is also adorned with 12 diamond indices.
 

The Grande Classique 100 Diamonds features an ultra-slim case - only 4.60 mm. This profile has been achieved through the particular design of the case, which incidentally Longines has patented, whereby the back incorporates the lugs for the bracelet. 

The timepiece is fitted with a quartz movement and is water-resistant to 30 meters. It is fitted either on black alligator straps with buckle or on steel bracelets with folding safety clasp and push-piece opening mechanism.

The Longines Asthmometer-Pulsometer Chronograph demonstrates the fact that the precision of a chronograph is necessary not only in sport. This new instrument is based on a model brought out in 1963 which was intended essentially for medical use. The new product not only shows the time but also measures heart rate and respiration. While the pulse and respiration scales can be extremely useful in a sports context, during training sessions for example, they also provide a doctor with valuable information as to the patient's vital functions.
 

The Longines Asthmometer-Pulsometer Chronograph echoes the principal design features of the product on which it is based. The red heart rate scale and the blue respiration scale can be easily read off from the outer edge of the silvered dial. The 12 numeral and the eight gilded applied indices blend with the hands and the counter circles, which are also gold-plated. The steel case, which has a diameter of 38.50 mm like the original model, is enhanced by the bevelling of the horns. A black alligator strap adds the final touch to this doctor's watch.

Longines awarded its Prize for Elegance to the American gymnast Kyla Ross and to the world champion, Japanese gymnast Kohei Uchimura at the end of the second all-around final on October 4.
World champion for the fourth consecutive time - a record - the Japanese athlete received this prize for the second time. Both gymnasts have been presented with a trophy, a Longines watch and a cheque for 5'000$.
Set up in 1997, the Longines Prize for Elegance is aimed at honouring the most elegant and charismatic gymnasts. Apart from purely technical considerations, the criteria are based rather on grace, harmonious movement and emotion during the performances.
Symbolising the contemporary elegance of the brand, the Longines DolceVita collection has been one of the stars at Antwerp. With its combination of sparkling diamonds, gleaming steel and glowing rose gold, the official watch for the event is fitted with a quartz caliber and features a white dial with ten rose pink hour symbols and one Arabic numeral. This contemporary rectangular timepiece is mounted on a bracelet of steel and rose gold and is set with 32 diamonds - a perfect illustration of the famous Longines slogan "Elegance is an attitude".

During 4 days, the spectators attended performances of the world's best riders and horses topped by a first highlight: The Longines Cup of the City of Barcelona, which was won by Patrice Delaveau (FRA) on Carinjo HDC. 
The event also included the final stage of the Furusiyya FEI Nations Cup™ during which the French team defeated the teams from Brazil and Ireland, and won the inaugural Furusiyya FEI Nations Cup™ Jumping Final. Longines was the Official Timekeeper of this competition. 18 nations were represented at the final leg of the series in Barcelona: Australia, Austria, Belgium, Brazil, Canada, Colombia, France, Great Britain, Ireland, Japan, Netherlands, Qatar, Saudi Arabia, Spain, Sweden, Switzerland, Ukraine and USA. There were three competitions during the Furusiyya Final - the first during which all teams competed over one round, the second for the teams that had not finished within the top eight on the previous day and the third in which the leading eight nations battled it out for the brand new Furusiyya trophy.
The new Conquest Classic line - which is dedicated to Longines' involvement in equestrian sports - was the Official Watch of this year's show jumping event in Barcelona.  

The Hampton Classic Horse Show took place in in Bridgehampton, NY, August 25-September 1. The brand joined the Hampton Classic as title partner of the Classic's Saturday afternoon Grand Prix, the $40,000 Longines Cup and presenting partner of Friday afternoon's $50,000 Spy Coast Farm/Young Horse Show Series Grand Prix Qualifier. Longines' partnership also included the initiation of the new Longines Rider Challenge which awarded $30,000 to the rider who accumulated the most points in the horse show's Open Jumper division.
Richie Moloney, winner of the Longines Rider Challenge and Longines Cup and Kent Farrington, winner of the Grand Prix, received a watch from Longines.
Longines also presented Jill Rappaport, The Today Show correspondent and animal enthusiast, with a donation, for her efforts benefitting the American Society for the Prevention of Cruelty to Animals (ASPCA).
Earlier this year, Longines entered into a long-term partnership with the International Equestrian Federation (FEI) that involves a number of major rights packages and official timekeeper designations. A key element of its partnership with the FEI is a significant investment by Longines in the development of cutting-edge timekeeping and data-handling services, specifically for equestrian sport. The development of these services will be for multimedia applications, giant screens, scoreboards, and for broadcasters as part of the presentation of FEI events around the world.
Au debut de l'annee, Longines signait un partenariat a long-terme avec la Federation Equestre Internationale (FEI), qui inclut un grand nombre d'evenements et d'implications en chronometrage. Au travers de ce partenariat, Longines s'investit de maniere significative dans le developpement de techniques de chronometrage et de gestion des donnees, particulierement pour le monde equestre. Le developpement de ces services comprend les applications multimedia, les ecrans de scores, ainsi que l'envoi d'informations aux diffuseurs pour les evenements de la FEI dans le monde entier.

Title Partner and Official Timekeeper of the Longines Global Champions Tour, Longines partnered the Monaco leg of the competition and presented two of its major events: the Longines Pro-Am Cup on Friday, won by Mark McAuley riding Loriot and by Maddalena Valenzano Menada on Quidana, and the Longines Global Champions Tour Grand Prix of the Prince of Monaco on Saturday, the latter won by Richard Spooner on Cristallo followed by the riders William Funnell and Edwina Tops-Alexander.
 

The winners were each presented with a Longines wristwatch as they improved their rankings in the Longines Global Champions Tour Ranking.
This year, the official watch of the Monaco show jumping competition is a model from the new Conquest Classic line, dedicated to Longines's support of equestrian sport disciplines. This new collection of models is fitted with self-winding calibres.
 

Longines will continue to be official timekeeper but the Swiss watchmaker's presence on the course will be enhanced with a branded chronometer close to the winning post and an elegant clock in the Parade Ring throughout the year, including at Royal Ascot and on QIPCO British Champions Day. For the first time, Longines is also 'The Official Watch of Royal Ascot'.
 

Walter von Känel, President of Longines, commented: "Ascot is known worldwide as one of the most prestigious and stylish sporting events in the world with over 300 years of rich history behind it. This enhanced partnership with the racecourse is therefore a perfect vehicle for the promotion of the Longines values - namely elegance, tradition and performance - values which we share with the institution of Ascot."
Charles Barnett, Chief Executive of Ascot, added: "Having worked with Longines for several years, it gives me particular pleasure that the relationship has been taken to the next level now, and we are proud to be able to showcase the Longines brand prominently alongside our own through the year, including at Royal Ascot."

The Swiss watchmaker will be Title Partner and Official Timekeeper of the Longines Global Champions Tour, opening an exciting new chapter in equestrian sport.

The Longines Global Champions Tour announcement comes at the start of the biggest season so far for the premier show jumping series. Longines Global Champions Tour 2013 will include dynamic debut events in Madrid, London and Shanghai. For the first time the Championship Final will take place at the magnificent Al Shaqab equestrian facility in Doha, Qatar.

The announcement marks a major commitment by Longines to the high calibre 5* show jumping events that are the hallmark of Global Champions Tour. The partnership brings together shared traditions of speed, precision, elegance and a passion for horses.
Jan Tops, President and Founder of Global Champions Tour, said: "This partnership is a significant milestone in our history and I look forward to a successful collaboration that will bring many benefits for the future of our sport. Longines has a truly impressive heritage in equestrian sport and I am delighted by the decision to strengthen our relationship with a long-term commitment."
Longines' President Walter von Känel said: "The Longines Global Champions Tour and our brand share common values such as precision, tradition and especially a passion for equestrian sports. We are proud to support this extraordinary series of events in show jumping with our timekeeping expertise. True to Longines' slogan - Elegance is an attitude - we are delighted to witness the world's best riders and horses competing in exciting contests."
The Longines Global Champions Tour season kicks off in Madrid from May 2-5 when the world's top riders and horses will go into battle for championship points and prize money.
Longines can draw on a long-lasting and vast experience in sport and has been an active timekeeper in show jumping since 1926. Today, Longines' involvement in equestrian sports includes show jumping, flat racing and endurance competitions.
 
Around 21 million international viewers tuned into last year's events on Eurosport. Almost 300,000 spectators watched the events live in some of the world's most beautiful destinations. Longines was official timekeeper at four events last season.

IW Magazine - August 13, 2012
The Longines LegacyAmong the museums, manufactures and historic landmarks that dot the villages of the Swiss Jura Mountains, the heart of the country's watchmaking district, the Longines Museum at Saint-Imier is a standout. Located in a wing of the brand's manufacture, one of the first to be established in the region, the museum traces the history of Longines from 1832, and in so doing, comprises one of the most comprehensive histories of Swiss watchmaking.
Longines celebrates that heritage this year, on its 180th anniversary, with the Saint Imier Collection of mechanical timepieces, a tribute to the town where it all started. Inspired by models produced during the brand's history, the collection includes a chronograph and a prestige model featuring four retrograde functions, containing the caliber L707 movement developed and made by ETA exclusively for Longines. It also has day/night and moonphase indications.
The cases are either steel, rose gold or two-tone, with a choice of four case sizes. Dials are black, silvered or mother-of-pearl with diamond indices. All are fitted with mechanical movements.
Cottage industry
Like most Swiss watch companies, Longines began life as a comptoir d'etablissage, the French term for what we would call a cottage industry. The owner of an etablissage produced watches by dividing the work according to components and contracting the production into small, specialized units. He would then assemble the final components and sell the finished watches to outside distributors and agents or at fairs. The first watches were carried out of the valley by donkey, then by stagecoach.
In the case of Longines, the founding assembleur/watchmaker was Auguste Agassiz, who assigned to local craftsmen the production of dials, hands and movement components.

Making a watch in 1830 involved fifty-four distinct steps, rising to something like 100 at the end of the century. These were executed by nearly as many types of craftsmen, including jobs as esoteric as scratch-brush scraper and case-spring maker.
Most of the craftsmen were farmers who worked on watches during the long winters.
These home workshops were called "counters" - "comptoir d'etablissage" translates literally to "counter manufacturing," a method of watch production that remained a local practice until the 1970s.
Agassiz's nephew, Ernest Francillon, succeeded him at Agassiz & Compagnie. When he took over in 1866, Francillon bought two adjacent parcels of land on the River Suze in Saint-Imier and built the region's first semi-mechanized watch workshop, or manufacture, making the decision to group all the steps in one place, with a staff that worked full-time, rather than only in the winter.
He started with thirty or forty workers, and by the end of the century, employed 853 people. By 1912, 1,200 people worked for Longines. The population of Saint-Imier was 8,000.
Sunlight
The manufacture was built in the typical style of the Jura to allow maximum sunlight in the days before electricity. The buildings were rectangular, rather than square, with floor-to-ceiling windows placed close together to bring light to the workbenches. The narrow width of the building, with windows on each side, prevented the rooms from being dark in the middle.
Francillon also changed the company name. Instead of following the convention of using a family name (Aggasiz was not his name, after all) he took the nickname of the land where the manufacture was built: Es Longines, which is latin and old French for "the flat middle."

The plot of land he had chosen was the flattest place in the village wedged between Chasseral Mountain and Mont-Soleil. It was also chosen because of its proximity to the River Suze. There was no electricity at the time, so the river was tapped to run the machines.
Francillon made two more decisions that would establish Longines as a world-class brand. He was the first watchmaker in the district to create a logo, a winged hourglass, and it is now the oldest brand logo on record registered with the World Intellectual Property Organization. Secondly, he instituted the policy of numbering every watch produced by the manufacture.
Ledgers
The brand's museum features a separate library containing the livres etablissage, a collection of 800 leather-bound ledgers that contain the number and details of every watch made by Longines since 1857. They list the caliber, model, a description and the name of the agent to whom each watch was sold.
"We use these books every day because we get so many requests for information," says Jennifer Bochud, the museum curator, who is in regular contact with the auction houses that sell watches.

"This adds a tremendous value to the watch," she says. "It also adds value for Longines, because we also find out more information about the watches—they travel all over the world, as if they have a life."
The books record these details from number one to number 15-million, stretching from 1857 to 1969. Since then, the data has been computerized. By the brand's 175th anniversary in 2007, it had produced 34 million watches. (Bochud wears number 37-million.)
Company milestones
Francion died in 1900, and the company passed to a succession of leaders. In 1969, Walter Von Kanel became president, and still holds that position at the age of 71. The museum outlines the progression of technological advances represented by the manufacture's production over the years and some of the brand's milestones.
Until about 1830, locally made timepieces were heavy pocket watches with a crown-wheel verge escapement. Soon the new Lepine design allowed watchmakers to make slimmer and cheaper watches that kept better time. By the late 1860s, they had turned to the Roskopf design as rugged and reliable as it was cheap.
By the early 1870s, Longines was building chronometer movements, while its first time-measurement devices date from 1878.
In 1920, the factory launched a movement with an eight-day power reserve, used in a series of pieces that included small clocks.
In 1923, French scientist Jean Lecarme led an expedition on Mont Blanc, he took ten Longines chronometers with him.
Longines was a member of the Aeronautical Association. In 1927, it recorded the famous flight of Charles Lindbergh from New York to Paris. Afterwards, he wrote a letter to Longines, outlining the functions he'd like to have on his watch, so Longines made one for him. The company still produces a version of this watch.
A frequent entrant in World Expositions, Longines won ten Grand Prix medals at the 1929 Barcelona exhibition.
In 1945, Longines introduced its first self-winding movement, caliber 22A. It was a circular movement measuring 21.5mm, with subsidiary seconds.
In 1954 the company made its first transportable quartz clock. It was used for sports timekeeping, and was accompanied by a photo finish mechanism. Longines has long been active in equestrian sports, archery and skiing.
In the 1950s, Longines began to name collections. In 1954 it launched the Conquest collection, and in 1957, the Flagship.
The brand started producing quartz watches in 1969. At that time, the brand was making twenty percent quartz and eighty percent mechanical movements. Eight years later, the proportion was just the opposite.
The quartz layoffs

Since quartz movements require less work, Longines, like all Swiss brands, had to lay off many workers during this period. Between 1975 and 1985, watch industry employment in the Saint-Imier area went from 3,000 jobs to 900 jobs.
Today, the equation of Longines production has reversed again, with seventy percent devoted to mechanical movements. During the 1970s, LCD was introduced into the collection as the result of a collaboration between Texas Instruments and ETA, which was by then making Longines' movements.
Longines was in the forefront of many of the most important trends in watchmaking during this period. In 1978, it was producing watches with a very slim quartz caliber, and in the 1980s, introduced two-tone watches into its collections. In 1987 Longines produced its first reproduction of the Lindbergh watch.
In 1983 the Swatch Group acquired Longines. The Group's ETA division had been making the brand's movements for several years because the last manufacture movement (L990) made by Longines was in 1977. After that, the brand used movements made by ETA, which today occupies a section of the Longines manufacture that is dedicated to making movements exclusive to the brand. Thus, the Saint-Imier headquarters has returned to the role of the manufacture.

Elegance begins
By the end of the 1990s, Longines introduced the advertising slogan "Elegance is an Attitude," and entered partnerships with the brand's first ambassadors. In 2001, the company produced its 30-millionth watch. By 2007, the brand introduced the MasterCollection, made up entirely of mechanical watches, including the MasterCollection Retrograde, with an exclusive movement fitted with retrograde functions. The Longines Sport Collection was also introduced in 2007.
Today Longines focuses on a mix of sporty models and dress pieces. The 2012 releases focus on the brand's four pillars: Elegance, Watchmaking Tradition, Sport and Heritage.

Elegance: The elegant aspect of its lines is exemplified in the Longines PrimaLuna, the Longines DolceVita and the La Grande Classique de Longines collections.
Watchmaking Tradition: The Longines Master Collection is an example of the brand's technical and aesthetic expertise, while the brand's Evidenza was inspired by the Art Deco movement. And a prime focus this year is the Saint-Imier Collection, this series of exceptional pieces is intended as a tribute to the town central to Longines' founding and development.
Sport: Longines' involvement in sport dates back to 1878 with its first chronograph movement, the 20H. The Longines Sport Collection is a tribute to its history in the world of sport while Conquest and HydroConquest lines represent further explorations into aquatic sports.
Heritage: Among the exceptional pieces: the Lindbergh Hour Angle Watch, a re-issue of the timepiece developed for the American pilot Charles Lindbergh in 1931. The Longines Weems Second-Setting Watch, a tribute to the navigation system devised by Captain Philip van Horn Weems, and the Longines Twenty-Four Hours, a re-issue of a watch designed in the 1950s specially for Swissair pilots, are also among the stars among the Heritage models.

The Longines Column-Wheel Single Push-Piece Chronograph 180th Anniversary Limited Edition is closely based on the first wrist chronograph, manufactured by Longines in 1913 and fitted with calibre 13.33Z. The new model uses calibre L788, a column-wheel chronograph movement developed exclusively for Longines which enables the wearer to activate the various chronograph functions - go, stop and reset to zero - by simply pressing on the single push-piece integrated into the crown. With its sleek lines and white dial featuring a bright red "12", this model recalls the Agassiz dial of the original version, while the moving lugs are part of Longines' prestigious heritage. This model is available in rose gold and has been manufactured in a limited series of 180 numbered pieces.

Representing the casual beauty that is characteristic of the Conquest line, Ladies Diamond Conquest is a mass of sparkling brilliance thanks to the 120 diamonds set in the bezel. The circular stainless steel case has a protected crown and houses a quartz calibre (L263.2).

Enhancing the brilliance of the diamonds set in the bezel, the white mother-of-pearl dial is set with eleven diamonds as indices. This model shows the hours, minutes and seconds and has a date aperture at 3 o'clock. Designed especially for women who want to combine an active life with an elegant appearance, this watch has a screw-in back cover and is water-resistant to 5 bar (50 meters). Ladies Diamond Conquest is mounted on a stainless steel bracelet which enhances the sparkle of its diamonds. 

Danedream and jockey Andrasch Starke won the Qatar Prix de l'Arc de Triomphe run over a distance of 2,400 meters at Longchamp racecourse in a record time of 2'24''49. Danedream, that had also captured the Longines Grosser Preis von Baden in September, easily won the race and broke the racecourse record time dating back to 1997. Longines has the honour of being the official timekeeper of this Parisian racecourse, where the prestigious race is run. During the tremendous raceday, under a sunny sky, the Swiss watch brand also handed over to the jockey, trainer and owner of Dream Ahead, winner of the Qatar Prix de la Forêt, a model that embodies its philosophy as well as its famous slogan "Elegance is an attitude": The Longines Column-Wheel Chronograph.

Having been involved in the world of sport since 1878, Longines has a vast experience in timing equestrian events. As part of its partnership with France Galop, the organisation responsible for national flat racing and steeplechase in France, Longines is present at Chantilly, Deauville and Longchamp racecourses as official timekeeper. The brand is also the title partner of the Prix de Diane Longines.

With a passionate involvement in equestrian sport, Longines is also an official partner and timekeeper for many equestrian events, such as most of the CSIO Nations Cup show jumping competitions as well as the various competitions organised by the Arab Equestrian League. In addition, apart from its traditional involvement in the Melbourne Cup Carnival, which includes the Longines MacKinnon Stakes, Longines is also the official timekeeper for other major meetings such as the Longines Singapore Gold Cup, organised by the Singapore Turf Club, the Dubai World Cup and the traditional Kentucky Derby, which is held at the Churchill Downs racecourse. Moreover, Longines has the honour of being a partner in Royal Ascot. The brand has deliberately chosen to be involved in equestrian events because they demand concentration, precision and experience.

The Longines Column-Wheel Chronograph
Longines took the opportunity to present a watch that embodies its philosophy as well as its famous slogan "Elegance is an attitude". The Longines Column-Wheel Chronograph gives priority to classical and refined beauty. The column wheel that forms part of the movement serves to steer the functions of the chronograph mechanism. This model has a stainless steel, 39 mm diameter case that surrounds a silvered dial with 13 hour symbols. It displays the hours and minutes with a small seconds at 9 o'clock, as well as the date plus of course the chronograph functions. This model is fitted on a dark brown alligator strap and is water- resistant to 3 bar (30 metres).

WORLDTEMPUS - 5 September 2011

Though Andrasch Starke raced on a total of nine different horses in nine of the ten races that took place yesterday as the exciting close to a wonderful week in Iffezheim / Baden-Baden, I kept betting on him in the wrong races. Starke, you see, won the race that counted, though not the race that I thought he would win after listening to experts in horse racing expound upon the recent past of the jockeys, horses, and trainers taking part in yesterday's Grosser Preis von Baden. This sixth and final day of racing on the Iffezheim track closed with a bang.

It was indeed Andrasch took the podium, triumphant on Danedream, in the race in which Longines offered a total of 250,000 euros and the prize of honor to the winners.
The Iffezheim week is a highpoint of the social calendar in the German state of Baden in addition to being the most important event on Germany's horse racing calendar. Therefore, it should come as no surprise that there is a grand prix ball to celebrate the sporting occasion. Longines, the event's timing partner, also took guests to the Saturday evening gala event emceed by German actor Sky du Mont ("Der Schuh des Manitou") and during which Gloria Gaynor ("I Will Survive") sang her hits.

If Longines had only been able to predict exactly which race Starke was going to win, I would have been able to partake more fully in the whole "grand prix" experience, though. Shouldn't there be a watch for that? Unfortunately, the Dolce Vita - the official watch of the Grosser Preis von Baden-Baden - wasn't quite outfitted with this function.

As part of The Longines Sport Collection, the Conquest line has been given extra sparkle thanks to the scattering of diamonds. A first glittering model is set with 120 diamonds around the bezel while a second model combines the brilliance of these precious stones with the strength of ceramic. The dynamic beauty of the Ladies Diamond Conquest models, achieved through a marriage of sporty design and glittering diamonds, echoes the fine balance between performance and elegance that characterises the Conquest line. Sporty women who appreciate elegance will find exactly what they are looking for in the new Ladies Diamond Conquest.

The Conquest line is aimed at those women who enjoy sport but are not willing to compromise on elegance. Thanks to the use of diamonds and the innovative combination with ceramic, the new models in this line add a touch of sophistication to the sporty beauty of Longines' range of products. With its delicate balance, the Ladies Diamond Conquest watch is the ideal watch to weapon many sporting occasions; during an equestrian competition, a tennis tournament or while having fun on the ski slopes, but in the same vein it will add a touch of elegance worn for a cocktail party or a formal dinner.

Ladies Diamond Conquest is available in two versions.
The first has a bezel set with 120 Top Wesselton VVS diamonds, with a white mother-of-pearl or a black dial set with 11 diamonds as indices. This glittering timepiece with its sporty elegance is mounted on a stainless steel or a black or white ceramic bracelet. The second version boasts a dynamic beauty which has been achieved by the use of ceramic embellished with 54 Top Wesselton VVS diamonds set around the inside of the bezel and on the dial. The bezel and the bracelet are reinforced by the use of white or black ceramic while the matching dial - white mother-of-pearl or black - completes the appeal of this model. A special version is also available mounted on a steel bracelet. The Ladies Diamond Conquest line now includes thus eight new models.

As with all the models in the line, the Ladies Diamond Conquest has a screw-in back cover while the crown has a lateral protection. These new models are water-resistant to 5 bar and the bracelets have a folding safety clasp. The stainless steel case has a diameter of 35 mm and houses a quartz movement that shows the hours, minutes, seconds and date.

Thanks to their delicate balance between performance and elegance, these robust timepieces are ideal for women who enjoy sport but at the same time appreciate refinement. The Ladies Diamond Conquest models have added a new dimension to the Conquest line thanks to the inclusion of diamonds and the combination of these precious gems with the strength of ceramic.

This landmark partnership sees the Singapore Turf Club embarking on a long-term partnership with an internationally renowned watch brand. As part of this partnership, the "Singapore Gold Cup" has been renamed "Longines Singapore Gold Cup". This inaugural race took place on 14 November 2010.
The Longines Singapore Gold Cup is the crown jewel of the local turf. With prize money of S$1.35 million, this domestic Group One race is undoubtedly one of the most prestigious races in the region. A Longines Admiral Chronograph was also awarded to the winning jockey, to the horse-trainer and horse-owner to recognize their merit.

Glen Boss on Risky Business made history as they emerged victorious in the inaugural race. Trained by Steven Burridge, Risky Business is joining the realm of local racing legends immortalized by their triumphs in this high profile race.
This milestone race was attended by the Patron of the Club, the nation's head of state, His Excellency Mr S R Nathan, Longines President, Mr. Walter von Känel, Longines Ambassadress of Elegance, Ms. Denise Keller and 300 guests.

Traditionally, the Singapore Gold Cup is designated as an annual Charity Race Day. This year, Longines raised funds for APSN Chao Yang School, one of the social service programmes supported by Community Chest through the Longines Singapore Gold Cup Charity luncheon. A total amount of S$ 266'832 was raised to support the cause. Besides outright donations and table sales, funds were also raised through a charity auction of a Longines PrimaLuna Thousand and One Nights timepiece and six rocking horses embellished with art created by the students of Chao Yang School and Longines Ambassadors of Elegance, Ms. Chi Ling Lin and Ms. Denise Keller.
"Community Chest is grateful to Longines for the partnership through the Longines Singapore Gold Cup. We need continual support from donors to ensure that our beneficiaries, including children with special needs, can continue to benefit from critical social service programmes that equip them with the necessary skills for independence and integration into society," said Mr Phillip Tan, Member, Community Chest Committee and Vice-President, National Council of Social Service Board.
For over 178 years Longines has long established its brand image which equates to elegance, and also firmly focuses the brand's core objective on raising global awareness and charity involvements.

About Longines
Based in St. Imier in Switzerland since 1832, the watchmaker Longines can look back on more than 178 years of non-stop craftsmanship, as well as a solid heritage as timekeeper for world championships in various sports and collaborator with different international sports federations. Known for the elegance of its timepieces, Longines is a member of the Swatch Group Ltd, the World's leading manufacturer of horological products. With the winged hourglass as its emblem, the brand has outlets in over 130 countries.
About the Singapore Turf Club
Founded in 1842 as the Singapore Sporting Club, the Singapore Turf Club is today the only authorised operator of horse-racing and its totalisator services in Singapore. It aspires to be an efficient, effective and socially responsible organisation, committed to providing legalised wagering on quality horse racing with integrity. It is the agent and proprietary club of the Tote Board, Singapore, which manages and directs the Club's donation of surplus funds for charitable purposes.
Visit www.turfclub.com.sg

About Community Chest of Singapore
Community Chest raises funds on a yearly basis to meet the needs of the social service programmes it helps support. Community Chest ensures that the fund-raising and other operating costs are kept to a minimum. As these costs are covered mainly by Tote Board and Singapore Pools (Private) Limited, every dollar raised by Community Chest will be made available to social service programmes under its care.
For more information about Community Chest, visit www.comchest.sg

 
Longines, official timekeeper and data handler at the 42nd Artistic Gymnastics World Championships 2010 in Rotterdam, is pleased to announce that the Longines Prize for Elegance has been given to the female gymnast Rie Tanaka from Japan and the male gymnast Philipp Boy from Germany. This award decorates the athletes having demonstrated the most remarkable elegance in the course of the competition. Furthermore, Longines had the pleasure to present the latest attribution to its Longines PrimaLuna collection.
In gymnastics, the challenge of movement not only demands flawless execution but also grace, beauty and harmony known as "elegance". At the 42nd Artistic Gymnastics World Championships, all participants in the individual all-around finals held on Friday October 22nd, were nominated for the Longines Prize for Elegance.

The athletes under consideration for the prize had been evaluated according to a number of complementary criteria. In addition to technical considerations, each athlete's performance has been judged with respect to emotional appeal, beauty, charm, charisma as well as grace and harmony of movement. Clearly, each juror has interpreted these criteria individually, yet the result is often unanimous, as it was again on this occasion.

The jury of the Longines Prize for Elegance brought together Dr. Bruno Grandi, President of the International Gymnastics Federation (FIG), Fieke Willems, former gymnast and Dutch Champion, Carel Emmelot, Brand Manager Longines Netherlands and Walter von Känel, President of Longines.
The Longines Prize for Elegance was presented in the form of a trophy created especially for Longines by the Swiss artist Jean-Pierre Gerber. Additionally, Rie Tanaka received a Longines PrimaLuna and Philipp Boy a Longines Admiral watch as well as a cheque for US$ 5,000 each.

The PrimaLuna model that Longines presented in Rotterdam combines the radiance of steel with the warmth of rose gold. The silvered flinque dial is decorated with 11 blue-painted Roman numerals and blued steel hands. The mixture of steel and rose gold produces a subtle beauty that enhances the hard shine of the one and the soft warmth of the other. The circular stainless steel and rose gold case is set with 48 Top Wesselton VVS diamonds (0.403 carats) and houses a quartz movement L129. It features a date aperture at 3 o'clock. With its bracelet in steel and rose gold, this modern, elegant timepiece will enchant every woman who herself sparkles in the elegant moonlight.

Based in St. Imier in Switzerland since 1832, the watchmaker Longines can look back on more than 175 years of non-stop craftsmanship, as well as a solid heritage as timekeeper for world championships in various sports and collaborator with different international sports federations. Known for the elegance of its timepieces, Longines is a member of the Swatch Group Ltd, the World's leading manufacturer of horological products. With the winged hourglass as its emblem, the brand has outlets in over 130 countries.

WORLDTEMPUS - 7 June 2010

Longines sponsors the French Open for the fourth time and adds Gustavo Kuerten's charity to its list of tennis-related philanthropy in addition to young up-and-comers from all over the world.

The sunny Thursday on Roland Garros's court 16 could not have been more exciting for 12-year-old Lauren Fishbein from the USA. Not only did she win her first-round match against Niki Chia of Singapore to advance to the semis of Longines's Future Tennis Aces competition, but she had the spontaneous pleasure of meeting her idol Serena Williams, who happened to be practicing on the next court. The girls' competition was eventually won by Russian Aleksandra Pospelova, who knocked Fishbein out. She and boys' winner Jaime Fermosel Delgado from Spain received not only a stipend of $2,000 per year for tennis equipment until they turn 18 and one of the Swiss manufacturer's watches, but also the chance to play in an exhibition doubles match with legendary tennis players Mary Pierce, Gustavo Kuerten, and Mansour Bahrami. The junior players exhibited extreme composure despite the exciting circumstances in front of approximately 400 spectators on Court 7 and a media conference held in Roland Garros's Tenniseum announcing the winners and Longines's involvement in Kuerten's Instituto Guga Kuerten, a charity that works with disadvantaged Brazilian children.

The same evening Longines held a gala event at Paris's Musee Rodin in honor of Kuerten, who received the Longines Prize for Elegance for this year from brand ambassador and Bollywood actress Aishwarya Rai Bachchan. Kuerten, who exited the professional circuit prematurely before the age of 30 due to a back injury, is now exerting his considerable energy and resources to lead his charity and "give back" to underprivileged Brazilian children in the hopes of educating them and "giving them good feelings about life."
The sponsorship of Kuerten's charity follows in the footsteps of Longines's commitment to Andre Agassi and Stefanie Graf's two charities as announced last year on the occasion of the tenth anniversaries of their respective wins at the French Open. Like Agassi and Graf at the 2009 French Open, Kuerten and Pierce—who is also currently launching her own charity for children—also won their French Open titles exactly one decade ago.

Longines's longtime commitment to tennis and philanthropy continues to expand. At a time when the combination of tennis and watches seems to be making quite a splash among consumers, Longines has positioned itself beautifully in this elegant world of internationally acclaimed athletes. Longines also supports current WTA and ATP touring professionals, including young pros Agnieszka Radwanska and Tsung-Hua Yang. Upon completion of this year's French Open, Longines donated $100,000 each to the Andre Agassi Foundation, Graf's Children for Tomorrow, and the Instituto Guga Kuerten.

Its soft silhouette is enhanced by the exquisite purity of the dial and the whole is illuminated by a play of sparkling diamonds. Graceful, magical, this is a model that will seduce women who appreciate contemporary, sophisticated elegance.

 
The Moon has been used to measure time by every civilisation; this night star is feminine, cyclical and eternal. A star that produces dreams! In many cultures the New Moon is a symbol of renewal when it marks the beginning of a new year or the arrival of spring. To pay tribute to this mystical star, the famous Saint-Imier watchmaker is launching an exquisitely fine interpretation of the magic of the Moon this year: the Longines PrimaLuna.
The subtle mystery of spring, the Longines PrimaLuna emerges from a wakening world. The Moon is no longer pale but iridescent, opaline, masterful. Sheherazade moves elegantly into position under the stars...

The delicate gleam of stainless steel, the rich hue of rose or yellow gold, or the blend of rose gold and steel. A sleek bracelet of steel, gold or steel and rose gold or a leather strap. A selection of heavenly dials: white, silvered or mother-of-pearl decorated with hour symbols, Arabic or Roman numerals or diamonds. And finally, three hands, blued, gilded or rose, that marks the passing of time. As multifaceted as the modern woman, the Longines PrimaLuna range offers a selection of models in four sizes.

This ladies' watch is at the same time a piece of jewellery. The pleasing curves of the case are enhanced by a play of diamonds. Precious pieces of pure carbon that glitter with fascination... so feminine! Similarly, the white mother-of-pearl dials of the most sophisticated models are also decorated with sparkling teardrops that will seduce any woman who appreciates diamonds.
Resolutely elegant, contemporary, subtle and carefree. The new Longines PrimaLuna offers to every woman, every modern Sheherazade, to each luminous, unique female a magical world represented by this new collection of exquisite models.

Longines has celebrated the 120th anniversary of the registration of a logo that the famous St. Imier watchmaker still uses today. Protected since 1889 in Switzerland (FOIP), this factory trademark comprising a winged hourglass and the name Longines is the oldest of its kind still active, in its original form, in the international registers kept by the World Intellectual Property Organisation (WIPO). To mark the 120th anniversary of its logo, the brand has organised a themed exhibition in the Cite du Temps in Geneva, published a study about the symbol and created two exceptional limited series of timepieces numbered from 1 to 120.

During the event held in the Cite du Temps in Geneva, speeches were given by Brigitte Bolli Jost, Brand Registration Responsible at the Federal Institute of Intellectual Property and by Francis Gurry, the Director General of the World Intellectual Property Organisation, at a press conference on the subject of national and international challenges, intellectual property and the need to protect trademarks in a globalised world.
When it registered a factory trademark in 1889 that is still used today, Longines took a decisive step to protect its name and signature, as Walter von Känel, President of Longines, reminded those present during a press conference attended by representatives of the international watchmaking press. Registered in 1893 with the original organisation on which the World Intellectual Property Organisation was based, the 1889 trademark is the oldest of its kind still active in its original form in the registers kept by the United Nations special agency.

Longines has organised an exhibition at the Cite du Temps in Geneva that explains the context in which this trademark was adopted and protected. The exhibits include historical models as well as original documents and follow the development of a logo, its symbolism and the creation of a watchmaking tradition. The exhibition is open to the public every day from Friday 2 October until Sunday 1 November, from 9 a.m. to 6 p.m.
The St. Imier watch manufacturer has also published a short study of the history and the challenges involved in creating the Longines brand from the point of view of the registration of a logo dating from 1889 that is still in use today. Finally, Longines has created two limited series of watches, under the designation Longines Heritage Retrograde, each numbered from 1 to 120, as a fitting tribute to a logo that has been protected since 1889.

History

In 1867 Ernest Francillon founded the Longines factory by bringing out-workers employed by his trading office (which had been set up in 1832 by Auguste Agassiz) under one roof and introducing new manufacturing technology. At the same time he adopted the name Longines (from the local name of the site of his new factory) and chose a symbol to represent his company, the winged hourglass. This symbol has been continually used by Longines, albeit in various forms, since the company was founded to identify and characterise its products, and is still in used today.
On 27 May 1889 Ernest Francillon registered a factory mark consisting of a winged hourglass within a double circle which contained the signature EFCo (Ernest Francillon & Compagnie) and the name Longines. This mark was registered with the Swiss authority that dealt with the protection of trademarks at the time, namely the Federal Office for Intellectual Property (FOIP). For Longines the 1889 registration was the start of an important tradition of graphic and symbolic signatures. Since, for the first time, a trademark whose use and protection in its original form was to continue beyond the 21st century was legally recognised. The protection of the trademark was ensured at an international level in 1893 and makes Longines the oldest trademark still valid in its original form in the international registers of the World Intellectual Property Organisation (WIPO).
The registration of this logo was part of the industrialisation of watchmaking in Switzerland in the last third of the 19th century, in which Longines played a leading role. Initially, the trademark chosen by Longines - the winged hourglass - served to authenticate the company's products. But it quickly became a means of fighting against counterfeiters who hoped to take advantage of the excellent reputation built up by the St. Imier watch manufacturer. Subsequently, the factory mark was used in other contexts apart from on the product itself and began to determine the visual identity of the brand. This logo, registered in 1889, has therefore been part and parcel of the development and construction of the Longines brand which, in line with its watchmaking heritage continues to use it to this day.
To highlight the context of adoption and protection of this trademark, Longines has organised an exhibition at the Cite du Temps in Geneva which includes both historical articles and original documents. It reveals the development of the brand, the symbol that embodies it and the creation of a watchmaking tradition. Longines has also published a study that analyses the history and the challenges of creating the Longines brand in relation to the registration of the original logo, still used today, in 1889. Finally, Longines has created two limited series of watches under the name of Longines Heritage Retrograde, each numbered from 1 to 120, as a tribute to a logo which has been protected since 1889.

The winner of the Longines King George V Gold Club on Sunday was Peter Charles (GB) on Murkas Pall Mall H, followed by his two compatriots Tim Stockdale and Ben Maher. A very good day for the British riders indeed!

At the sixth stage of the Longines Press Award for Elegance, the following horseriders were the most performing female and male riders in Hickstead:

Female horserider:
Christina Liebherr (Switzerland)

Male horserider:
Guy Williams (GB)

For the third consecutive year, Longines is the official timekeeper for the racing at Royal Ascot. The Swiss watchmaker, with its well known slogan "Elegance is an attitude", was also a partner in the fashion show that was held during Royal Ascot week this year. Aishwarya Rai Bachchan, the uncontested Bollywood star and the brand's Ambassador of Elegance for the past 10 years, lit up the racecourse with her radiant presence. In between interviews and photo sessions, the film star managed to find time to admire the creations modelled in the Royal Ascot Fashion Show and to watch some racing in the afternoon. During the gala dinner in the evening Aishwarya Rai Bachchan revealed to Longines' guests and the press three new ladies' models from the Longines Master Collection.

In 2009 Royal Ascot has been more than ever a week of elegance with the presence of Aishwarya Rai Bachchan, one of the Swiss watchmaker Longines' ambassadors of charm and the uncontested star of the Bollywood movie scene.