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Longines PrimaLuna Quartz 26.5 Pink Gold Leather (L8.110.8.78.2)

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Longines PrimaLuna Quartz 30 MOP (L8.112.4.87.6)

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Longines DolceVita 16 Quartz Two Tone (L5.158.5.08.7)

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Longines is now the Official Watch of the resort of St. Moritz, which is renowned worldwide as the epitome of elegance, a value dear to the Swiss watch brand. The spectacular ski resort hosts FIS Alpine World Ski Championships and World Cup stages all timed by Longines. It is also avenue for stylish equestrian events, such as the Longines CSI St. Moritz or the Night Turf St. Moritz and its Longines Show-Sprint Race. To celebrate this new partnership, the winged hourglass brand is launching an exclusive edition created especially for St. Moritz: the Conquest 1/100th St. Moritz. Touches of yellow and blue on the hands, the dial or the flange subtly hint at the iconic logo of St. Moritz, which is also engraved on the case back.

The Conquest 1/100th series responds to the needs of athletes, professionals and sports fans, besides many others, since it measures multiple intermediary times and has an intuitive analogue display that shows the time to one hundredth of a second using a separate hand. All of this is possible thanks to a latest generation movement.

The demands required for Longines to reach such an extreme level of precision have led to the development of a new quartz movement, the L440, developed exclusively for Longines by the manufacture ETA. This new model includes a microcontroller with a flash memory that allows the watch to be reset instantly and allows intermediary times to be recorded. With a diameter of 41 mm, this steel model has a silver face that displays hours, minutes, small seconds at 6 o'clock, the date and other chronographic functions: a central seconds hand, a 30-minute stopwatch at 2 o'clock and a 12-hour stopwatch at 10 o'clock. The hand in yellow displays time to one hundredth of a second and is the watch's crowning glory at the centre. The model is also fitted with a steel bracelet and a butterfly clasp.

In the context of this partnership, Longines and the IFHA have created a set of prizes rewarding racehorses, jockeys and prominent women and men of the equestrian world. To complete this collection of awards, Longines and the IFHA announced today the creation of the Longines World's Best Horse Race award. The first Longines World's Best Horse Race award will be presented, alongside the Longines World's Best Racehorse award, during a ceremony held in London in January 2016.

The Longines World's Best Horse Race will recognize the best-rated race of the 100 highest-rated Group 1 international races as established for the year by a panel of international handicappers. The ratings of the top four finishers in each race over the past three years serve as basis for the assessment.

Vice-President and Head of International Marketing of Longines Juan-Carlos Capelli said: "In the same spirit as the Longines Best World's Racehorse Award and Longines World's Best Jockey Award, this event will honor a race where the commonly held values of Longines and the IFHA, namely tradition, elegance, and performance, are best highlighted."

"We are delighted to extend our partnership with Longines and look forward to further collaborating on promoting and recognizing the very best of horseracing," said IFHA Chairman, Louis Romanet. "The commitment of Longines to showcase our sport on a global stage benefits all racing stakeholders and participants, and for that we are tremendously grateful."

The Longines Future Tennis Aces tournament, organized by the Swiss watch brand for the 6th consecutive year, was rounded off last weekend with the victory of Xiaofei Wang (China) against Jack Pinnington-Jones (United-Kingdom). Both players took then part to an exhibition match with Arnaud Clement, patron of this year's tournament and Michael Llodra. In addition, Xiaofei and Jack were presented with a Longines watch, a trophy as well as an annual bursary until their 16th birthday from the hands of Juan-Carlos Capelli, Vice-President and Head of International Marketing of Longines and Jean Gachassin, President of the French Tennis Federation (FFT). The young Chinese winner had also the great honor to do the coin toss for last Sunday's (31st of May) second match, on the Philippe-Chatrier court.

The draw ceremony for the 6th edition of the Longines Future Tennis Aces 2015 was held on the 28th of May under the attendance of Arnaud Clement, patron for the 2015 edition. The event, hosted by journalist and former French tennis player Sarah Pitkowski, along with Vice-President and Longines International Marketing Director Juan-Carlos Capelli, provided the opportunity to officially introduce the public to the tournament program, organised by Longines since 2010.
This year, 16 young boys under the age of 13 and from 16 different countries will have the opportunity to compete on a court installed at the foot of the Eiffel Tower under conditions identical to those of the Roland-Garros tournament, for which Longines has been the Official Partner and Timekeeper since 2007.

Prior to the tournament, held between May 28 and 30, Longines invited the 16 players to a training camp at the Châtaigneraie Tennis Club - the "Longines Academy" - where they received valuable advice from Remi Barbarin and Julien Boutter, two specialists in the field.

After spending the entire week alongside event sponsor Arnaud Clement, these young champions will enjoy a unique experience, while two finalists will get to take part in an exhibition match in his and Michael Llodra's company. At the end of the tournament, the winner will receive a cup straight from the hands of FFT President Jean Gachassin, along with a watch from Longines. In addition, the two finalists will receive an annual bursary to finance their equipment until their 16th birthday.

Longines Future Tennis Aces 2015 Program
Thursday May 28, 2015 - 10:15 am - 6 pm Eighth final
Friday May 29, 2015 - 10 am - 5 pm Quarter final followed by semi-finals
Saturday May 30, 2015 - 9:30 am - 12 pm Final, followed by exhibition match with Arnaud Clement and Michael Llodra

This weekend in Oslo took place the first round of the Longines FEI World Cup Jumping series, consisting of twelve unique qualifying opportunities for the coveted final in Las Vegas in April 2015. The Norwegian qualifying round saw the victory of Jur Vrieling on VDL Zirocco Blue NOP. The Official Watch of the event was a lady model in steel set with 30 diamonds from the Conquest Classic collection, a line dedicated to the equestrian world.

Longines has a long association with equestrian sport, but the Longines FEI World Cup series holds a special place in the heart of the Swiss company which treasures the qualities of tradition, precision and elegance. Longines' passion for equestrian sports
began indeed in 1878 with the production of a chronograph featuring an engraved jockey and his mount.

As a partner of Casas Novas, Longines announced that it will be the Main Partner and Official Timekeeper of the 2014 winter edition of the CSI A Coruña as well as the Title Partner of its Longines Grand Prix.

The Casas Novas Equestrian Centre was established in August 2000. Since its beginnings, Casas Novas has run a riding school which aims to promote and offer sport to children. CSI A Coruña was founded in 2000 as a result of the creation of the Casas Novas Equestrian Centre. Due to the rapid international recognition, it has been holding two annual editions: an indoor one in December, and an outdoor one in July.

The Official Watch of the winter edition of the CSI A Coruña will be a timepiece from the Conquest Classic line, a collection dedicated to Longines' passion for equestrian sports.
This lady model in steel is set with 30 diamonds and houses a mechanical calibre.
The dial of white mother-of-pearl is set with 12 diamond indices and displays the hours,
the minutes and the seconds as well as the date. The movement of the watch can be admired through its sapphire glass case back.
 

The was awarded to the two most precise classical archers over the season, Brady Ellison (USA) and Aida Roman (MEX), who also both clinched the World Cup title. Each was presented with a trophy, a Longines watch and a cheque for CHF 5,000.

Longines is proud to have supported the Archery World Cup as its Official Partner and Timekeeper. The Swiss watch brand is also proud to announce the continuation of the partnership with World Archery that it entered into in 2008. "We are very pleased to renew our support for an ancient art and discipline which embodies the brand's long-standing involvement in precision and traditional sports" said Walter von Känel, the President of Longines. "Moreover, the elegance of this sport, which requires extreme skill, concentration, precision, balance and discipline, is a perfect reflection of our core values, summed up in our slogan "Elegance is an attitude".

The Official Watch for the event was a steel chronograph from the brand's Conquest Classic collection. With a diameter of 41 mm, this model features a black dial and houses an exclusive column-wheel chronograph movement. Like all the timepieces in the Conquest Classic collection, the watch is water-resistant to 5 bars and has a sapphire glass, screw-in case back.

On Wednesday 23 July 2014, Longines Ambassador of Elegance Aishwarya Rai attended, together with Mr. Walter von Känel, President of Longines, the opening ceremony of Glasgow 2014, the XXe Commonwealth Games.

Longines is the Official Timekeeper and Watch of the Games, that are held in Glasgow from 23 July to 3 August 2014. In addition, the Swiss watch brand is the Presenting Partner of the Gymnastics competitions.

The Official Watch of Glasgow 2014 is a chronograph in steel from the Conquest Classic collection, housing an exclusive mechanical column-wheel calibre. With a diameter of 41 mm, its black dial is set with one arabic numeral and 11 applied indices with Super-LumiNova®. It displays the hours and the minutes, a small second at 9, a 30-minute counter at 3, a 12-hour counter at 6 as well as the date at 4:30. Just as the entire Conquest Classic collection, this timepiece is water-resistant to 5 bar and its screw-down case back is fitted with a sapphire glass.

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.

As part of this agreement, the Swiss watch brand will this year present the Longines Gran Premio Latinoamericano. This flat racing event is the perfect occasion at which to discover Conquest Classic, a collection dedicated to the world of horse racing. The event's Official Watch will be a steel chronograph from this line. With its 41 mm diameter, this timepiece has a black dial and is equipped with an exclusive column-wheel self-winding movement. As is the case with all models in the Conquest Classic collection, the watch's movement can be admired through its sapphire crystal case back.

Longines supports the activities of OSAF (Organización Latinoamericana de Fomento del Sangre Pura de Carrera), an institution involved in the promotion and development of horse races and thoroughbred horses throughout Latin America. OSAF is present in Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama, Paraguay, Peru, Uruguay and Venezuela.

Don Marcel Zarour, President of the OSAF said: "In the name of OSAF, I am very proud to count with the support of Longines as OSAF's first Official Partner, and their great contribution for the promotion of horseracing in Latin America. The materialization of this agreement with the prestigious firm Longines means another important achievement for OSAF, by promoting the Longines Gran Premio Latinoamericano which features our best Latin American thoroughbreds, and supports our spirit of tradition, excellence and constant improvement."

Mr. Juan-Carlos Capelli, Vice President of Longines and Head of International Marketing, said: "Longines is proud to be the Official Partner and the Official Watch of the OSAF. Our brand and this prestigious institution share common values such as tradition, performance and elegance. We'll work together for the good of equestrian sports in a part of the world known for its horse culture. In addition, we are happy to announce that Longines will be the Title Partner and the Official Timekeeper of the Longines Gran Premio Latinoamericano."

The Longines Gran Premio Latinoamericano is the most important international Group 1 horse race in Latin America. This annual event is held in a different country in the region every year. On 15 March 2014, the Monterrico racecourse in Lima will host this prestigious event.

As part of the Longines Heritage Collection, The Longines Column-Wheel Single Push-Piece Chronograph models recall the very first chronograph wristwatches created by the brand in 1933. These timepieces housed the 13.33z calibre, the first chronograph movement made by Longines to equip wristwatches.

The Longines Column-Wheel Single Push-Piece Chronograph model houses the L788 calibre, a monopusher movement developed by ETA exclusively for Longines and which, like its illustrious predecessor, is equipped with a column-wheel and measures 13¼ lines. All the chronograph functions can be controlled by simply pressing the single push-piece.

The Longines Column-Wheel Single Push-Piece Chronograph comes in three versions, all with a 40 mm diameter. Two versions, one in steel and one in rose gold, feature Arabic numerals, and a third version, also available in steel, displays Roman numerals. The single push-piece, inserted into the fluted crown, recalls the original timepieces. The white dials are adorned with painted black numerals and a red "12", in a direct reference to the dials of the period. They are completed by two counters, at 3 and 9 o'clock, together with a date aperture at 6 o'clock and blued hands.

The cases are a particularly interesting feature of these timepieces. Two of the models have a well-rounded case, available in steel and in rose gold. Taking its inspiration from an historic timepiece, the third model in steel is fitted with moving lugs. This version has a thicker case with a more angular profile. On all three versions, the movement's blue column wheel can be admired through the transparent sapphire crystal case back. All models of The Longines Column-Wheel Single Push-Piece Chronograph are fitted with a brown alligator strap.

The cushion-shaped 40 mm case elegantly surrounds the dial, which is thoroughly vintage and true to the original model. 

The Longines Heritage 1973 houses calibre L688, a column-wheel chronograph movement developed and produced by ETA exclusively for Longines. 
 

The black dial of the Longines Heritage 1973 boasts a play of contrasts. Two silvered counters were included at 3 and 9 o'clock. The applied hour symbols are decorated with a fine black line and a dot of Super-LumiNova®. These are interposed and balanced out by a minute-circle, also of fine black lines. A blue tachometric scale surrounds the dial, adding a subtle touch of colour to the whole.

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.

Fully refurbished in 2012 to mark the brand's 180th anniversary, the Longines Museum houses many treasures including a magnificent square timepiece that was the inspiration for the Longines Heritage 1968.

The grey brushed dial features black, finely painted Roman numerals and a chapter-ring around the outside. A fine line of black varnish on the minute and hour hands echoes the lines of the numerals, providing a delicate contrast.
 

While the square case is at first glance more classical, the Longines Heritage 1968 reveals an interesting profile with its slightly bevelled glass that protrudes over the middle. Moreover, the trapezium-shaped date aperture contrasts with the more stringent lines of the case. The watch is fitted with a mechanical movement, L595 and the whole is mounted on an elegant black alligator strap.

Longines has resolved to provide its backing to a competition that embodies to perfection the key values that Longines' slogan distils: "Elegance is an Attitude". In recent years, this event has won recognition as one of the world's finest indoor competitions. Truly representative of Longines's own values, this new partnership further confirms the company's active investment in equestrian sports.
The brand's passion for equestrian sports began in 1878 with Longines' design of a chronograph featuring an engraved jockey and his mount. By 1912 the company had partnered for the first time with an international show-jumping competition. Today, the brand is an active partner in flat racing and endurance competitions along with show jumping.
The 2014 edition of the CSI Basel will take place January 9-12.

After their victory in the Prix de Diane Longines in June 2013, Thierry Jarnet and Treve won the Qatar Prix de l'Arc de Triomphe on Sunday 6 October 2013. Longines was partner and official timekeeper of the event for the third consecutive year. The Swiss watch brand was the title partner of another international Group 1 race on the same day, the Prix de l'Opera Longines, won by Christophe Soumillon on Dalkala.
In the frame of its partnership with France Galop, Longines is the official timekeeper of the racecourses of Chantilly, Deauville and Longchamp, as well as the title partner of the Prix de Diane Longines. The Swiss watch brand is also partner of the Qatar Racing and Equestrian Club.
The Official watch of this year's Qatar Prix de l'Arc de Triomphe was Longines DolceVita. This collection has been an enormous success, thanks to its contemporary elegance. These models are a horological interpretation of the easy-going Italian way of life - la dolce vita. The perfectly harmonious proportions of the rectangular timepieces in this collection are its unique characteristic.

Swiss Watchmaking Brand Longines is the Official Timekeeper and Watch of The Preakness Stakes, Presenting Partner of the International Pavilion, Dixie Stakes

Longines had a prominent presence throughout Pimlico on Preakness day serving as the official Timekeeper and Watch with a large chronograph at the finish line and hosting the Longines Most Elegant Woman at Preakness Fashion Contest. To highlight its partnership, the watchmaker had a digital "Longines Preakness Stakes Countdown Clock" on the official Preakness Stakes website,  and served as the presenting partner of the International Pavilion, the premier hospitality destination. Positioned at the finish line, the International Pavilion brings the world to the Preakness by selecting a different country each year to serve as the host nation with its respective embassy and Ambassador serving as Honorary Host. The embassy of Japan and Ambassador Kenichiro Sasae served as the 2013 host nation.

The Longines Most Elegant Woman at Preakness Fashion Contest celebrated the elegant style of The Preakness Stakes. With the help of celebrity judges Torrey Smith of the Baltimore Ravens and "Miss Racing Queen" Tatiana Schoeppler, Longines chose the most elegant woman and awarded her a stainless steel and rose gold watch of the Longines Saint-Imier Collection featuring a stunning diamond bezel. Watches from The Longines Saint-Imier Collection were also presented to the winning horses' owner, trainer and jockey of the Dixie Stakes presented by Longines.

About the Watches

Based in Saint-Imier since 1832, The Longines Saint-Imier Collection is inspired by the watchmaking heritage of the brand's hometown. To celebrate its rich history and roots within the village of Saint-Imier, the collection includes a series of luxurious timepieces in stainless steel and rose gold bracelet combinations, as well as rose gold and stainless steel leather band combinations. The chronograph watches within the collection are fitted with the column-wheel movement specially developed and produced by ETA exclusively for Longines.

Emanating the core values and aesthetic of the brand - tradition, elegance and performance - the Longines Saint-Imier Collection is rooted in the unique shape of the case inspired by a 1945 Longines watch model. The watches in the collection display sleek lines and distinctive lugs, giving them a classic yet contemporary appeal. All models are fitted with mechanical movements whose intricate workings can be admired through the transparent sapphire back cover.

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.

This year, the famous Swiss watchmaker reprises its role as the official timekeeper for the International Ski Federation's (FIS) Alpine Ski World Cup and World Championship races.

Longines will be celebrating its return to Kitzbuhel and is extremely proud to be responsible once again for timing the Hahnenkamm races. Longines will also partner with the 16th KitzCharity Trophy. This season the brand launched the Longines Rising Ski Stars prize, which reflects the company's commitment to supporting young athletes. The official watch for the season will be the Longines Saint-Imier Collection chronograph, a model that exemplifies the links that bind the brand to the town where it was founded in 1832 and where its headquarters remains.
Longines' longstanding association with competitive skiing started in Chamonix in 1933. The Swiss watchmaker began timing the Hahnenkamm races in Kitzbuhel in 1948 and has carried out this task more than 50 times since then. In 2013 Longines, which is the official timekeeper for the International Ski Federation's (FIS) Alpine Ski World Cup and World Championship races, will be back in the popular Tyrolean resort. Kitzbuhel is well known for its demanding Streif piste - renowned as the most difficult and fastest on the circuit. Many great champion skiers have tackled this legendary piste where Longines has helped to develop the technical side of the competition for several decades, introducing a number of innovative ideas to improve the timing and the public's enjoyment of the race. In 1993, for example, Longines introduced a new technology whereby the racers' intermediate times could be shown on television alongside the time of the fastest competitor for comparison.

In addition to its role as official timekeeper, Longines will partner with the famous KitzCharity Trophy, a race where professional skiers compete against celebrities on a section of the Streif piste. In order to help the event raise funds to improve the life of local needy mountain farmers and their families, Longines will compete in the race with its own team of skiers, made up of Richard Strohmeier, Longines VP Finance and two Austrian celebrities, Armin Assinger and Matthias Lanzinger.
At the end of the 2012/2013 ski season, Longines will present its Longines Rising Ski Stars prize to the two leading young skiers who take part in the FIS Alpine Ski World Cup. The best female skier under 21 years-old and the best male skier under 23 will each receive a trophy, a Longines watch and a cheque for CHF 20,000. This new award reflects Longines' continued commitment to supporting young athletes. The brand already shows its commitment through the Longines Future Tennis Aces tournament in Roland Garros for children under 13, as well as the Longines Future Racing Stars at the Prix de Diane Longines for promising young jockeys from France, the UK, Germany, Ireland and Italy.

Launched in Adelboden at the beginning of 2013, the Ski Live - Live Alpine Skiing by Longines app offers the possibility of watching races in real time thanks to the live timing feature. At the same time, users can catch up on the latest news concerning the World Cup and the World Championships, receive alerts and exclusive information on skiers and consult the results and rankings, including those for the Longines Rising Ski Stars.
The official watch for the season - the Longines Saint-Imier Collection chronograph - features the L688.2 column-wheel movement developed and produced exclusively for Longines. The 41 mm diameter case is made of steel and the black dial displays the hours and minutes with a small seconds at 9 o'clock, a calendar between 4 and 5 o'clock and of course the chronograph functions: a centre sweep seconds, a 30-minute counter at 3 o'clock and a 12-hour counter at 6 o'clock. This model is mounted on a steel bracelet with a folding safety clasp.

Finally, Longines would like to wish its ambassador of elegance Aksel Lund Svindal the very best of luck in his future races. The Norwegian has already got off to a b start this season.

Solemia and jockey Olivier Peslier have been the heroes of the Qatar Prix de l'Arc de Triomphe watched by over 50,000 people at the Longchamp racecourse. At the finish line of a breathtaking race, Olivier Peslier and his 4 year old filly have beaten Christophe Soumillon and Orfevre. Another highlight of the day, the Prix de l'Opera Longines has been won by Ridasiyna and Christophe-Patrice Lemaire. This year the famous Swiss watchmaker was involved in the prestigious Qatar Prix de l'Arc de Triomphe as official timekeeper for the second time as part of the partnership between the brand and the Qatar Racing and Equestrian Club and France Galop.

Longines' passion for horses began with the manufacture of a pocket chronograph depicting a jockey and his mount, engraved by hand on the back of the case. Since at least 1881, Longines has been committed to horseracing and its chronographs have been highly sought after by racegoers. Today the brand is official partner and timekeeper to numerous prestigious events around the world, embracing horseracing, show jumping and endurance riding. Along with the Qatar Prix de l'Arc de Triomphe it is affiliated to other iconic races such as the Prix de Diane Longines, the Dubai World Cup, Royal Ascot, the H.H. The Emir's Trophy presented by Longines, the Longines Hong Kong International races, the Longines Singapore Gold Cup, the Melbourne Cup Carnival, the Longines Handicap de las Americas, the Grand Prix Longines Lydia Tesio, the Longines Grosser Preis von Baden and the Kentucky Derby.

As part of its partnership with France Galop, the famous Swiss watchmaker is present at Chantilly, Deauville and Longchamp racecourses as the official timekeeper and the title partner of the Prix de Diane Longines. The brand is also the official partner and timekeeper for all the events organised by the Qatar Racing and Equestrian Club.

In the frame of the Qatar Prix de l'Arc de Triomphe, Longines introduced a chronograph from The Longines Saint-Imier Collection, a line that has been inspired by the origins of Longines' watchmaking tradition. The sleek lines and the distinctive lugs provide these new models with a subtle balance between classical and contemporary design. With a diameter of 41 mm, this chronograph is fitted with a column-wheel movement L688, developed and produced exclusively for Longines. Its case in steel displays a black dial and is fitted with a steel bracelet.

Saint-Imier / Barcelona, 24th of September 2012 - With a passion for equestrian sports, Longines is responsible for timing various CSIO events including the Nations Cup. This year, the famous Swiss watch brand, which celebrates its 180 anniversary in 2012, was very pleased to be present in Barcelona for the CSIO. From the 20th to the 23rd of September, the brand has been the Official Timekeeper and Partner at the Nations Cup Promotional League Final.

On Saturday night, 22nd of September 2012, Longines had the honour and pleasure to present the most important competition of the CSIO Barcelona: The Longines Queen's Cup. Eugenie Angot with Davendy S arrived first. Brasilian Pedro Veniss on Norlam des Etisses took the second rank and Brianne Goutat from the United States on Nice de Prissey the third.

During the CSIO Barcelona, Longines presented a timepiece that perfectly reflects its philosophy and slogan « Elegance is an attitude ». The Longines Saint-Imier Collection has been inspired by the origins of Longines' watchmaking tradition. The sleek lines and the distinctive lugs provide these new models with a subtle balance between classical and contemporary design. With a diameter of 26 mm, this model in steel and rose gold displays a white mother-of-pearl dial and is set with 60 diamonds.

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.

Paris in the springtime is always a treat, but it's even more spectacular when the city welcomes the world's best tennis players to its first-class facility Roland Garros for the clay court Grand Slam tournament.

One of the main sponsors of this tournament is Swiss watch brand Longines. The 180-year-old company supports past, present and future champions of this elegant sport and simultaneously gives back to it.
Children of Tomorrow
Stefanie Graf was one of the game's absolute greats: among here achievements one finds 22 Grand Slam titles, six French Open titles, and the only Calendar Year Golden Slam. She took home this year's Longines Prize for Elegance, which was presented at a gala dinner held at the spectacular Grand Foyer du Theâtre National de Chaillot. The prize is awarded to a personality heading an association that helps disadvantaged citizens of our world. Graf's charity association, founded in 1998, is called Children of Tomorrow.
 

Children of Tomorrow works with children traumatized through war, violence and abuse and has offices in Hamburg. Kosovo and Eritrea. "Until today we have been able to reach and treat more than 8,000 children," Graf said during a press conference held at the Roland Garros Tenniseum.
Rising Stars
Additionally, Longines displays its fuzzy yellow heart for up-and-coming tennis players. The Longines Future Tennis Aces sees the Swiss watch company inviting 16 under-twelve tennis players who have worked their ways through grueling qualification tournaments to play the final draw on the grounds of Roland Garros during the second week of the French Grand Slam. This year, girls from Australia, China, France, Germany, Hong Kong, Italy, Japan, Mexico, Poland, Russia, Singapore, Spain, Switzerland, Taiwan, Britain and the United States competed there. The final, held on June 9 on Court 7, pitted Japan's Haruna Arakawa against Australia's Destanee Aiava - with the latter coming out on top.

Not only did the finalists get to play additional exhibition matches with Longines ambassador Graf, world-ranked number 15 Sabine Lisicki and doubles specialist Mansour Bahrami, but both will receive an annual sum of $2,000 from Longines from now until their sixteenth birthdays to help pay for tennis equipment and costs.
This day of dreams for the young tennis hopefuls ended with a press conference held in Roland Garros's tennis museum, during which Aiava received a Saint-Imier collection watch.
 

Graf, who received the Longines Prize for Elegance during the evening gala, wore an elegant 26 mm stainless steel and rose gold two-tone Saint-Imier Collection model set with 60 diamonds and a mother-of-pearl dial in addition to her rather minimalist jewelry. Both she and her husband Andre Agassi are Longines ambassadors of elegance. "The importance of quality, performance and attention to detail are values I admire in Longines," Graf said. "Longines is also a great partner in supporting the foundations of Andre and I, aiding in broadening our missions and messages."
 

Kent Farrington from the USA won the prestigious Longines King George V Gold Cup on his debut at The Longines Royal International Horse show. He withstood tough competition from runner-up and three-time Gold Cup winner Robert Smith (GBR) on Talan and Leon Thijssen (NED) on Tyson who came in third.

Points won during the Longines Royal International Horse Show count towards the total score for the 2011 Longines Press Award for Elegance. The winner is announced at the final international show-jumping competition of the season in Rotterdam on 28th August 2011. The top scorers at Hickstead were:
Women: Aniek Poels (NED)
Men: Kent Farrington (USA)

After four events, the following riders lead the intermediate global ranking of the Longines Press Award for Elegance:
Women: Christine McCrea (USA)
Men: Nick Skelton (GBR)

Longines DolceVita Diamond Collections
2001: designed in salute to feminine elegance, Longines introduced the Longines DolceVita Diamond Collections. At a gala evening in Milan for the launch of the collection, Longines awarded its first Longines Prize for Elegance outside the world of sports to Alessandra Ferri, Lamberto Sposini and Sergio Loro Piana.30 Millionth Longines Watch
On February 19th, 2001, Longines celebrated the 30 Millionth Longines Watch with a commemorative collection of 990 pieces featuring an L.990 caliber mouvement. Later that year, this collection won Swiss watchmaking's most important prize: La Montre de l'annee (The Watch of the Year award), voted by the readers of the Swiss magazines L'Hebdo and Schweizer Illustrierte.170 Years of Elegance in Watchmaking
Never modified, in uninterrupted use and constantly updated, the world's oldest registered brand name in watchmaking - Longines, with its winged hourglass logo - began the year 2002 in style, with the launch of Les Elegantes, a commemorative collection of three vintage jewelry watches, unveiled at a reception celebrating 170 years of elegance at the Pavillon Ledoyen, located on Paris' celebrated Champs elysees.25 years of Longines Timekeeping
Longines' involvement with timekeeping began in 1878 with a simple pocket-watch-sized chronograph designed for sports clubs. In later years, Longines and other Swatch Group companies performed official timekeeping and other duties at 28 Olympic Games, about 180 World Championships, 9 Asian Games, 11 Commonwealth Games, 11 Mediterranean Games, 13 Pan-American Games, 17 University Games and at countless top-tier sports meets. In 2003, Longines celebrated 125 years of exceptional timekeeping performance and introduced its "Honor and Glory" set, a 125-piece limited edition containing a vintage sports timer and an elegant wrist chronograph.Longines evidenza
Based on a 1925 tonneau-shaped design, the Longines evidenza collection presented in 2003 demonstrated a unique, and highly successful, approach to contemporary styling.The Longines Olympic Collection
In 2004, Longines fielded The Longines Olympic Collection as a tribute to over a century of modern Olympic Games - two models of a classically elegant chronograph, presented together with an attractive publication dedicated to the development of sports timekeeping by Longines.Longines LungoMare
With the introduction of the Longines LungoMare collection in 2004 appeared a design coupled to such irresistible attractions as the amenities and creature comforts of the fabled resorts of the Mediterranean coast.The Longines Master Collection
The Longines Master Collection of 2005 sums up Longines' expertise and experience spanning more than two centuries. It is reaching world markets precisely as consumers signal their clear preference for products that not only offer embody genuine value but unmistakable character as well.

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.