Since its establishment in 1832, Longines has been introducing new creation after new creation that perfectly showcases its rich heritage, remarkable watchmaking prowess and, most notably, its classic elegance — a hallmark that lives up to its tagline “Elegance is an attitude”. This year is no exception, the 2024 novelties embody the attributes that are ossified in Longines’ DNA. Among the stellar lineup of creations, the Longines Conquest Heritage Central Power Reserve got off to a running start. Marking the 70th anniversary of its Conquest collection, the new creation inspired by an iconic model from the late 1950s stands out with its power reserve display on the rotating disc in the centre of the dial.
To celebrate the arrival of the Longines Conquest Heritage Central Power Reserve and its 2024 novelties, Longines hosted a press meeting in Bangkok. Men’s Folio was privileged to catch up with Longines CEO, Matthias Breschan, who offered us insight into its latest lineup.
Describe the 2024 novelties in three words.
Consistency, consistency, consistency.
Why do you say so?
With the 2024 novelties, we have further enhanced what made Longines a household brand — the three distinguished features that cemented our leading position in the watch industry. First of all, we are equally strong and well-selling in men’s and women’s watch segments as well as in the classic and sports watch categories. We have a unique history and heritage. Our history and heritage are iconic; it’s authentic and belongs to us. We can cherry-pick the best innovations that Longines has achieved throughout its journey and develop exclusive in-house movements that recall the rich history of Longines — the high-frequency movement, the flyback movement and the GMT movement.
The Longines adventure continues this year. At the end of January, we launched the Longines Conquest Heritage Central Power Reserve. I believe Longines is the only brand with such an exclusive and complicated movement. This is exactly what we are presenting this year in continuation of the iconic developments and innovations the brand has made in the past 190 years of its history.
How do the 2024 novelties differ from that of 2023?
The highlight in 2024 would be celebrating the 70 years of Conquest. Christened the “Conquest” in 1954, it has always been a very important family for us — an icon that represents our forte in sports and classic watches — what defines the sport chic. There are certain elements of sports watches and certain aspects of classic watches, of course, with a very strong link to the heritage of the family. This is what we are celebrating this year with the complete redesign of the family. This will be one of our biggest marketing focuses in 2024 — relaunching this whole family and celebrating the 70 years of Conquest at the same time.
Longines is known for its elegance. How does it reflect in Longines’ appointment of ambassadors?
For me, elegance is exactly what Coco Chanel said about 100 years ago. She said elegance is when the inside is as beautiful as the outside, and I think this corresponds to what we do with watchmaking. It also corresponds to our mentality, how we live and what we expect from our ambassadors. The new ambassadors we select embody inner and outer elegance. When we presented ambassadors like Suzy and Jennifer Lawrence, everybody said, “Of course, it was Suzy or Jennifer Lawrence. They are perfect for Longines.”
What is your favourite piece from the 2024 lineup and why?
For me, it is the Conquest Heritage Central Power Reserve because it perfectly recalls all the elements of Longines’ DNA. There is a strong link to the heritage. It is a perfect example of our innovative spirit in the heritage. It reflects our strength in classic and sports watches. And this is what the DNA of Longines is all about — the mix of elegance and watchmaking tradition.
Last but not least, what are the plans to promote the novelties this year?
Well, we will have a very big event for the launch of Conquest in June, with our three very big celebrities. We have just announced our new ambassadors, Barbara Palvin and Suzy. This will be a major milestone for us this year to promote this very unique Conquest family that is a big part of Longines’ heritage and the future.