In the 16 years since its unveil, Longines’ PrimaLuna has garnered a reputation for elegance that is both feminine and sensual, thanks to harmonious curves and fluid lines that allow it to make the transition from corporate settings to cocktail soirees seamlessly. This year sees Longines making slight tweaks to the winning formula, resulting in a PrimaLuna that exudes an even more contemporary visage. In addition to new colourways, a refined case shape is paired with slimmer proportions and dials that have been reworked with cleaner layouts and subtle touches that emphasise timelessness over trend. It’s a watch that embodies the brand’s philosophy of “elegance is an attitude”—something that Longines’ Ambassador of Elegance and award-winning actress Jennifer Lawrence clearly approves of. She tells us more.
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What does “elegance is an attitude” mean to you, and how do you embody it in your life?
I prefer understated elegance. A classic, chic look. Confidence. Being comfortable in who you are. Elegance is effortless and simple.
What made you take on the role of ambassador for Longines?
There is so much rich history and creativity behind the brand and I love that their watches are timeless. Since joining as an Ambassador, I’ve become so much more aware of watches.
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What do you value Longines for?
Longines is an exciting brand to work with. It has an incredible history, and everyone I’ve met has been lovely. I love the aesthetics of their watches. The new PrimaLuna watch feels timeless. It has the kind of classic elegance that can easily go from day to night, casual to formal. Whether it’s the Mini DolceVita or the new PrimaLuna, there’s such a rich history, and none of their styles ever seem outdated. I have developed a collection over the last couple of years, and I love pairing their pieces with what I’m wearing—from a walk down the street to a film premiere on the Cannes red carpet.
Were watches just part of your life growing up, or was it something that developed over time?
It has definitely developed over time. When my husband and I got married, my brother-in-law gave me a watch that his father had given him when he was younger, which was such a meaningful gesture that changed my perspective on watches. Ever since then, my love for watches has grown.
As the saying goes: Time is a luxury. But what do you consider your own personal luxury?
The older I get, the more I realise that how I feel when I’m doing something is important. A good day starts with my mindset.
What is your favourite time of the day?
In the morning, between 7 and 8 am, when my husband and I can spend time together over coffee, I’m getting my family up and moving for the day.
Can you tell us about your new film that’s coming out?
Die, My Love is about a woman, Grace, who slowly unravels while confronting the contradictions of love, lust, motherhood, and madness. My producing partner and I brought this film to life and I’m so looking forward to the world seeing it. It will be released in theatres in November.
