The brand new Switzerland Luxury 2025 report stressed that in a market crowded with watch makers it is hard to stand out – Longines treads this path through a careful combination of heritage, renown and technology to create luxury Swiss watches that are more affordable and accessible to many consumers.
Founded in 1832, Longines is one of the oldest Swiss watchmakers, with nearly two centuries of expertise. Its heritage is symbolised by its iconic winged hourglass logo, the oldest trademark still in use in its original form. The brand’s historical significance is reinforced by its pioneering contributions to timekeeping, such as its involvement in sports timing since 1878 and innovations like the 20H chronograph movement.
Longines also emphasises timeless designs across its collections, such as La Grande Classique and DolceVita, which embody classic sophistication and enduring appeal.
This focus on elegance resonates with consumers who prioritise style over fleeting trends. The brand is known for integrating cutting-edge features into its watches, such as COSC-certified chronometers – as seen in the Longines Spirit collection – and high performance diving watches like the HydroConquest series. It also continually enhances its offerings with modern materials and movements while staying true to traditional Swiss craftsmanship.
But it is the fact that it does this in a way that this more affordable that makes it stand out. Longines occupies a strategic position in the €1000 to €5000 price range, offering high-quality Swissmade watches at accessible prices. This makes it appealing to a broader audience compared to ultra-luxury brands like Rolex or Patek Philippe.
Despite being more affordable, Longines incorporates advanced technologies like silicon balance springs and high-frequency movements, ensuring exceptional value for money.
This is perhaps why the brand is one of the world’s best-selling luxury watches and why it is also so popular in Switzerland itself. Affordable luxury is becoming a sub-genre of the luxury market, as consumers with lower incomes look to luxury items as an investment at the same time as higher-value customers look for greater value. Affordable luxury offerings such as that exemplified by Longines is likely to be one of the key trends impacting the luxury sector in the years ahead.
This global market is now serviced by its online platform that is available in 33 countries and represents 10% of the brands sales. It has also teamed up with sites such as TMall to increase sales in the all-important Chinese market.
The Longines Online Watch Academy, meanwhile, offers an immersive learning experience about the art of watchmaking. It includes interactive content, videos, and courses designed to deepen users’ understanding of horology and the craftsmanship behind Longines timepieces.
This is one of six profiles in the Switzerland Luxury 2025 report, with FarFetch, Gucci, Hermes, Hugo Boss and Rolex also studied.
As Switzerland holds a unique position within the global luxury sphere, the wider report delves deep into the intricacies of this market, providing a comprehensive analysis to understand what consumers expect and how retailers shine.
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