It’s the morning after Longines’ intimate dinner. I’m sitting snug in the Presidential Suite of Grand Hyatt Seoul, just happy to be out of the harsh, cold weather that the city is experiencing. Barely have I settled down when Longines CEO Matthias Breschan walks into the room, having just ended another interview and already raring to go for our little sit down.
Related article: For Unmatched Style And Versatility, Look No Further Than Longines
He exudes the same energy he did the night before, when he was on stage with brand ambassador and Korean superstar Suzy Bae, presenting her with a rose gold and diamond Mini Dolcevita timepiece. It’s a watch that draws inspiration from a 1927 heritage model and in the two years since its introduction, has become one of Longines’ most popular models. Suzy was unsurprisingly surprised and delighted with the gift.
“What makes Longines so strong are three points,” Breschan tells me. “First, it sells equally well to men and women. Then, there’s the fact that Longines is one of the very few brands that is equally strong in classic and sport watches. Last but not least, and this is a point that’s [becoming] increasingly important, Longines has an extremely rich history and heritage. With this upcoming trend for vintage [styled] watches, it’s fantastic for us because it is something that really belongs to the DNA of the brand."
In addition to keeping abreast with trends, it’s apparent that Breschan has an accurate assessment of just what the next generation of watch lovers is looking for, expounding on keywords that reportedly motivate their consumption and behaviour. When I mention Longines’ strong presence on social media platform Reddit—majority of whose users fall within the 18 to 29 age group—he says that “young people” are drawn to the brand because they see mechanical watches as truly sustainable products.
“Nobody throws away a mechanical watch after six months; you keep it for a lifetime, and even for the next generation. ” As for their love of heritage (of which Longines has 193 years worth), he shares: “The watch industry is always looking to the past to define the future, and I would say that Longines has definitely one of the richest heritages. This allows us the possibility to develop new movements and styles inspired by our history—to cherry-pick the nicest parts for future products—and remain strong in the coming 20 years.”
Related article: TAG Heuer's Latest Watches Add Fresh Appeal To Its Carrera Collection
Another point of differentiation that draws a younger audience to Longines is its price-to-value proposition. As Breschan explains, with its main business falling within the US$1,000 to US$5,000 (approximately $1,300 to $6,500) range, Longines remains a “market leader in this price segment” due to the state-of-the-art technology it offers like the silicon balance spring and other anti-magnetic components found in some of its movements.
The Ultra-Chron Carbon, one of the highlights for this year, exemplifies this. Taking its design cues from a 1968 cushion-shaped timepiece from Longines’ past, the watch is equipped with a high frequency 5Hz automatic movement that nods to the brand’s heritage for precision time measurement: In 1910, Longines produced a handheld 5Hz stopwatch that could measure 1/10th of a second, only to follow this up with one that measured 1/100th of a second six years later. Couple this with a super-light, ultra-hardy carbon case (a Longines first) and a price of $6,900, and it’s easy to see the appeal.
Related article: Pro Golfer & Rolex Testimonee Ruoning Yin On The Pressures Of Competition
“We were authentic to the original design of the [Ultra-Chron Carbon]. And that’s the beauty of the brand: We don’t have to develop a novelty and then try to artificially create a story around it. Everything for us [has already been] written in our history books,” Breschan shares. “But we always keep in mind that we should never be so self-satisfied that we stop innovating."
Suzy Says
A Longines Ambassador of Elegance since May 2022, South Korean star Suzy Bae shares her thoughts on the brand.
ON HER FAVOURITE WATCH
“Longines has so many beautiful watches that it’s so hard to choose just one, but the Conquest watch is perfect for casual wear, so I’ve been wearing it quite often. I love its sporty design and variety of dial colours.”
OH HER FREE TIME
“I usually enjoy spending my day off by myself. Some things that I like to do are drawing, going on walks with my dogs, reading books, or editing videos for my YouTube channel.”
ON TRAVELLING
“I’ve been quite busy with filming lately, so if I had some time off, I would love to travel. Exploring new places, meeting new people, and experiencing diverse cultures is my favourite way to recharge.”