Longines: Defining Elegance for Nearly Two Centuries

Longines understands the elegance of time. Nearly two-hundred years in the world of watch-making and holding what’s said to be the oldest registered logo still used to today for a watch company gives the brand that familiarity. And so, it was only fitting that when looking to add a new face to their glowing repertoire of Ambassadors of Elegance—a list that includes such high-profile figures as tennis great Andre Agassi, Indian actress Aishwarya Rai, and Asian star Chi Ling Lin—the Swiss high range watchmaker would select to add a figure to the group who was so synonymous with elegance in her own life, that she would seamlessly fill the next seat: Kate Winslet. With every detail as meticulously considered as the intricate workings of their timepieces, Longines feted the introduction of Winslet as their latest choice to share in this honor, as well as the rerelease of the 1997 classic watch collection, the Longines  DolceVita, in none other than the Eternal City of Rome, Italy.

[highlight_text] “I would hope to offer a message of honesty and strength, and belief in oneself, as that’s why Longines invited me to become a part of this company, because of me. So I was very aware of trying to be true to myself.” [/highlight_text]

Life is Sweet

Longines’ DolceVita collection was always meant to be a modern-day representation of elegance named after a universal idea about the zestful, Italian way of life. The bold, rectangular case spoke to the woman who used her time to enjoy the sweetest moments that life has to offer. So when adding the newest versions to the collection, a line that continues to be appreciated by women worldwide even 13 years after its inception, Longines journeyed to Italy, ambassadresses in tow, to deliver their message of the sweet life as it applies to the women of today.

Rai, Lin, and Winslet represent a veritable cross section of cultures, each embodying the contemporary idea of elegance that is instep with the Longines message. The ladies came together in Rome to film a commercial for the collection that would clearly communicate just that. Approached as a short film, the three stars acted under the direction of Matthieu Mantovani to recreate the special idiosyncrasies of the elegant woman’s lifestyle, one that Winslet only hoped to be able to deliver from a very honest place. “I would hope to offer a message of honesty and strength, and belief in oneself, as that’s why Longines invited me to become a part of this company, because of me. So I was very aware of trying to be true to myself,” she explained to Haute Living from her suite at the Rome Cavalieri Hotel. Her mission was accomplished as the campaign images speak to the inner workings of each of the three ambassadresses; individually striking—telling the story of each woman while speaking to the common factor of the freedom to be elegant in your own way. A freedom that isn’t always easy when you’re used to acting as a character quite often the opposite of who you are; shared Winslet, adding that acting is an entirely different experience when the character that you’re channeling is in fact yourself. “It is quite different actually, you don’t want to be yourself, you want to hide behind a character, but you have to try and be you and have fun and embody yourself, embody who you are as a woman, that’s such an incredible position to be in.” The new watches in the collection aim to help every woman find that one piece that speaks to her own personal character. Launching in three different sizes, employing the use of yellow and rose gold by which to complement the steel, and even injecting some with diamonds, the decision becomes individual and a matter of selecting the piece that most speaks to you.

The Attitude of Elegance

“I think elegance comes as a part of a level of confidence,” says Winslet, “of being comfortable in your own skin.” Perhaps that’s why Longines has long enjoyed a motto that boasts “Elegance is an Attitude,’” approaching a watch as a sort of second skin, an extension of oneself.

[highlight_text] “My sense of style has changed;” she explains, “and in the last five years it’s really become more about simplicity and comfort.” [/highlight_text]

And Winslet has taken notice of the grand gesture that being selected to represent that really is: “For me, being part of this wonderful company as myself is truly the most flattering gesture that has been made by Longines.” For Kate Winslet elegance is simplicity and grace and style and comfort; all things that she feels “seem to go hand-in-hand with la Dolce Vita.” But the DolceVita isn’t the only Longines watch that makes Winslet feel elegant, the Oscar winning actress fancies the Flagship Heritage Chronograph as well for it’s classic, family heirloom quality. “My sense of style has changed;” she explains, “and in the last five years it’s really become more about simplicity and comfort.” Another reference to the idea that true luxury is to find elegance and beauty in comfort. “And if you feel comfortable in what you’re wearing you can wear it better; you can feel confident walking down a red carpet with all of those photographers and all those people surrounding you.” An appropriate analogy as the Longines commercial trails the three stars as they escape flashing paparazzi bulbs through the streets of Rome, running against fleeting time but all the while enjoying the sweet spontaneity of life—an all too familiar concept for the Swatch Group-owned brand that has so long embraced the elegance of watchmaking.

Moving Forward; Giving Back

Even almost two centuries of success later, Longines continues to evolve their definition of elegance. Today, social responsibility has taken its rank amongst the brand’s priorities and even their ambassadors are only too eager to follow suit. “The responsibility that I feel [towards Longines] is to maintain a sense of elegance that goes hand in hand with what they believe in. For example, they do a lot of charitable work,” mentioned Winslet. “I do the same thing in my own life and to hang on to those standards [I believe] is very important; it is a job that I’m doing, it is a role that I’m playing, I am representing something for them I’m only too happy to be.”

It’s true that luxury has evolved to mean more than the face value of objects; it’s obtained much more soul. Longines is at the forefront of that movement, getting involved in social work and charity, supporting children, education, sports, and training. “The truth is,” adds Winslet, “we are extremely fortunate to be in the positions we’re in and should we have the luxury to give and to share and to do good in the world, particularly for children, we have to do it. We all have to do it.” The honor, she continues, of being part of a company that gives back in such a big way is something she finds incredibly important.“ As individuals you can only do so much in your own small way, but to feel part of something that’s bigger, that is doing something on a more wide spread level is tremendous, because we wouldn’t have any kind of a world if we didn’t have charity and giving and sharing—to be under the umbrella of a company that does this as successfully as Longines makes me feel really fortunate.” Spoken like an Ambassador of Longines Elegance.