Longines: a prestigious premium watch brand
The Swiss watchmaker Longines produces luxury products. It is the oldest brand in the world and is registered with WIPO, the World Intellectual Property Organisation.
Its history dates back to 1832 when Auguste Agassiz decided to create Raiguel Jeune & Cie. He persuaded his daughters’ husbands to join him in selling watch parts. The business developed, and the partners soon decided to change their field of activity. They began assembling their pocket watches with spindle escapements. The products quickly found customers outside Switzerland. Agassiz enlisted the help of relatives to enter the US market, which accelerated the company’s development.
Expanding the business
In 1846, the founder’s sons-in-law left the company. The management of the successful manufactory passed entirely to Agassiz. Before retiring, however, he entrusted the management of the company to his nephew, Ernest Francillon. The latter officially took over the company in 1852 and began to develop its activities actively. Key stages in the transformation of the manufacture with Francillon:
– the purchase of land in 1867 for the construction of the new company;
– the company was named Longines in honour of the place where the new factory was located;
– development of a new movement with a winding crown and anchor escapement;
– the company adopted a logo in the form of an hourglass with wings;
– the transformation of production in 1876 made it possible to mechanise part of the process;
– the brand patented the 20H calibre;
– in 1880, the Manufacture began to produce all the parts for its watches;
– the company registered its logo in 1889, and, 4 years later, its name.
In the United States, Longines products became very popular with those involved in equestrian sports. By 1886, the brand’s watches had become an indispensable accessory for professional jockeys and their fans.
In the 1920s, the company changed its strategy to focus on the production of navigation instruments. Longines’ instruments provided the most accurate timekeeping and allowed longitude and latitude to be calculated with great precision.
Modern history
A further transformation of the company took place in 1969 when the brand began to produce quartz movements. By the 1970s, the brand’s watches had evolved into subtle and elegant accessories that underlined the wearer’s status.
In 1988, the company stopped producing its movements and began buying them from ETA. Since then, Longines has concentrated on strengthening the brand and raising its profile.
The company partners with many sporting events, such as horse racing. It was also the main timekeeper for Formula 1 for more than 10 years. Since 2013, the brand has been the official partner of international equestrian events.
Longines watches are luxury accessories that have gained recognition and popularity all over the world.
