Longines

"Elegance is an Attitude" is Longines' long-running brand philosophy, positioning watchmaking as an expression of personal refinement rather than just timekeeping. The phrase appears across all of their campaigns, ambassador partnerships, and event activations — including their Royal Ascot presence — reinforcing a lifestyle identity that connects precision craftsmanship to graceful living.

Longines' Ambassadors of Elegance are a roster of global celebrities and athletes chosen to embody the brand's values of precision and refined style. Past and current ambassadors have included figures such as Aishwarya Rai Bachchan, Kate Winslet, and alpine skiing champion Mikaela Shiffrin. The brand regularly unveils new ambassador news and campaign content through its social channels.

Longines serves as the official timekeeper of the Glasgow 2026 Commonwealth Games, continuing its long tradition of precision sports timing at major international competitions. The brand established a dedicated "Longines House" in the heart of Glasgow as a hospitality and heritage showcase during the Games. Their social content throughout 2026 has documented the experience under the #Glasgow2026 and #BehindEveryEmotion campaign.

Longines is an official partner of Royal Ascot, one of Britain's most prestigious horse-racing festivals, aligning the brand with elegance, heritage, and equestrian sport. The partnership is reflected in the brand's "Ascot is an Attitude" messaging, which mirrors their wider "Elegance is an Attitude" philosophy. Longines has a deep history in equestrian sports timing that makes Royal Ascot a natural long-term fit.

The Longines Hydroconquest is the brand's core sports and dive watch line, designed for water resistance and active use while maintaining Longines' signature elegant finish. It sits in contrast to the brand's dress-watch lines, targeting customers who want Swiss precision in a more robust, sporty case. The Hydroconquest is one of Longines' most recognized product families and appears regularly in their social campaigns.

The Longines Master Collection is the brand's flagship line of classic dress watches, showcasing traditional watchmaking craftsmanship with moon phase displays, multiple time zones, and elegant case designs. In 2026 Longines unveiled a new iteration of the Master Collection, positioning it as the centrepiece of their heritage storytelling. It is aimed at collectors and buyers who prize refined, timeless aesthetics over sportier complications.

Longines has been making watches since 1832, making it one of the oldest continuously operating watch brands in the world. The company was founded in Saint-Imier, Switzerland, and registered its iconic winged hourglass logo in 1889 — the oldest registered trademark still in use in watchmaking. That nearly two-century heritage underpins all of their branding and storytelling today.

Longines watches are manufactured in Saint-Imier, Switzerland, where the brand has been based since its founding in 1832. Swiss Made status is central to Longines' identity and quality positioning. The brand is part of the Swatch Group, the world's largest watch conglomerate, though production remains rooted in its original Swiss home.

Longines occupies the upper mid-range to accessible luxury tier of Swiss watchmaking — more affordable than Rolex or Patek Philippe, but firmly positioned above mass-market brands. Within the Swatch Group portfolio it sits above Tissot and Hamilton, and is often described as an "entry point to true Swiss luxury." Their event partnerships with Royal Ascot and the Commonwealth Games reinforce aspirational positioning.

Longines has served as official timekeeper for a wide range of elite sports, including Alpine skiing through partnerships with the FIS, international gymnastics with the FIG, equestrian events, and track and field competitions. Their 2026 Commonwealth Games role in Glasgow is the latest in that long tradition of precision sports timing. The "Behind Every Emotion" campaign theme directly references the brand's belief that every winning moment is defined by accurate measurement.