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Swatch Group has revealed an excellent double digit profit increase in the last financial year; did Longines 2010 results meet your expectations?
As a member of the Swatch Group, Longines had good 2010 results too.
Which market remains the strongest to LONGINES and why?
We are happy with the developments in Asia. Europe remains a strong pillar whereas the USA made a good recovery.
LONGINES Watches are described as a ‘combination of precision & elegance’. How has the brand reconciled the two concepts into a successful watch model?
The perfect example is The Longines Master Collection Retrograde Moon Phases. With this new timepiece, Longines has successfully combined for the first time the day, the night and the phases of the moon in a symphony of retrograde hands. The Longines Master Collection Retrograde is a combination of the brand’s technical heritage and its unmistaken aesthetical quality. This line, that uses a calibre that was specially developed for Longines, has become the figurehead of The Longines Master Collection.
When talking about “Elegance”, I have to explain that, apart from being the DNA of the brand, it represents one of the four segments of Longines’ collections. The “Elegance” segment comprises the contemporary line, consisting of Longines DolceVita and Longines PrimaLuna, and the classic line, inclusing La Grande Classique de Longines. These models obviously also embody the combination of precision and elegance.
How is LONGINES faring in the Middle East, and how is it keeping up with the constant developments there?
Longines has been growing substantially in the Middle East for the past few years as a result of a complete and successful product/marketing approach. In terms of products, the markets reacted positively to the launches of the brand which have been positioned at a very interesting price point. The latest launch of Longines PrimaLuna couple with a strong above the line campaign was a great testimony to the success of Longines launches appealing to the clients taste in the Middle East. In terms of marketing and distribution, a strong approach towards developing a Longines Boutique network has been put in place – 2011 will witness the opening of at least three flagship stores around the region which contributes to achieving our goals and aspirations towards anchoring the brand positioning as a key player in the market.
LONGINES is also profoundly involved in the world of sports. Please tell us why? What are the concrete benefits of this association?
Since its foundation in 1832 in Saint-Imier, Longines has forged a privileged relationship with sports. Starting in 1878 with the creation of its first sports chronograph and followed by a number of technical breakthroughs in timekeeping technology, Longines remains active today in the world of equestrian sports, tennis, gymnastics, alpine skiing, and archery.
LONGINES will be sponsoring the Dubai World Cup, and has also sponsored the Al Maktoum Endurance Cup recently, how does this contribute to LONGINES plans in the region? And the worldwide marketing efforts via the Dubai World cup as an international premiere event.
These partnerships are great opportunities for Longines to enhance its privileged relationship with equestrian sports and sports timekeeping. We are very proud to associate Longines to such famous races.
LONGINES joined Ferrari the famous Italian brand to produce Ferrari watches, please tell us more about that joint venture and how important it is to the brand image and style?
Please note that Longines has not recently concluded any partnership with Ferrari.
When we will expect the first Ferrari Longines collection to hit the worldwide markets? Also what is special about this new collection?
Please note that Longines does not anymore produce any Ferrari watch collection.
In the past LONGINES had a working relationship with Ferrari. It was discontinued and now it’s back on track again. Why did this happen? And what does this new relationship bring benefits to the LONGINES watches?
Please note that Longines has not concluded any partnership with Ferrari.
Does this indulgence in the sports world pave the way to introduce more LONGINES professional sports chronographs?
Definitely! This year at Baselworld fair, Longines presents The Longines Column-Wheel Chronograph Record. It combines various elements that make this brand-new watch a modern descendant of the timing instruments created by Longines in the past. Thanks to its exclusive column-wheel movement, it joins the lineage of equipment developed by the brand since 1878, when Longines produced its first chronograph. Moreover, The Longines Column-Wheel Chronograph Record has a centre direct-drive second hand with a vernier scale – echoing a mechanical chronograph counter designed by the company in 1966.
Are there any plans to expand your portfolio to include other accessories like jewellery?
No, Longines will continue focusing on watches.
LONGINES list of distinguished Brand Ambassadors is long. Do you hope to induct celebrities from the Middle East in your Brand Ambassador lineup in the near future?
We are constantly thinking about potential new Brand Ambassadors.
Swatch recently signed deal with Liquidmetal Technologies. How will this be beneficial for LONGINES watches?
Longines is not yet involved in this project.