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Longines longevity attracts Asian watch lovers

by Michael Weare
9 October, 2012
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About the author

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

Chinese shoppers

This article was written and contributed by journalist Simon Lazarus, a published writer in several key markets including the UK, Europe and the US.

It seems shoppers in the Far East are loving Swiss watch maker Longines as Asian consumers yearn for an ever broader range of well established Swiss timepieces to adorn their wrists.

According to recent reports, the luxury watch industry is bucking European downturn trends and positively booming in response to the demand for luxury goods across Asia.

Louis Vuitton

With its emerging capitalist culture, China is fast becoming a nation of shoppers with a penchant for high end items, spanning a range of fine goods such as Burberry, Gucci and of course the ultimate must have Asian brand, Louis Vuitton.

In fact there are more and more cash rich, fully credit carded Chinese hopping on the next flight out of Beijing in order to enjoy some serious retail therapy in Oxford Street.

You might say China is turning into the People’s Republic of Armani with its thirst for high-end products. When it comes to luxury timepieces, Chinese customers appreciate the lasting durability and elegant, timeless creations of brands such as Longines.

Amid the on-going storm of the worst economic climate since World War Two, Longines’ ageless designs are proof that some items seem to be weathering the recession well. This is mainly due to continued interest from the Asian sector that has embraced all things European and premium. Nowadays a popular pastime among Iocals is enjoying a wee dram in such establishments as the chic Johnnie Walker House which recently opened in Shanghai.

The Chinese market’s leaning towards simple models at affordable prices has proved a recipe for success for the likes of Longines. The iconic Longines winged hourglass symbol  is considered to be the one of the oldest trademarks in the watch business and to the Chinese, longevity represents a watchword for true worth and reliability.

Longines Steel Heritage, 1954

Longines 1954

Watches such as this inspired Steel Heritage piece dates back to the 1950’s where even Cliff Richard was still de rigeur. We are informed it provides plenty of vintage characteristics including a fish engraving located on the back, used to symbolise water resistance during this period.

Longines Heritage Lindbergh Hour Angle, 1931

longines-heritage-lindbergh-hour-angle-

Created in 1931, Longines drew on several ideas proposed by renowned U.S. aviator Charles Lindbergh, the first man to fly on his own across the Atlantic Ocean.

Still in circulation, this offers a unique hour angle feature as well as a bezel which rotates along with a central dial that can allow you to pinpoint your actual position. This longitudinal feature is a tribute to the classic design that Asian clients adore.

While you may be fixated with finding your current location, you may not want to go below depths of 30 metres as this is the maximum waterproof level!

The larger version measures an impressive 47.5mm and includes a stainless steel case and a transparent back made entirely from sapphire crystal. The movement has a 46 hour power reserve, but some will be disappointed by the smaller model which provides 4 hours less power storage and a diameter measuring just 38mm.

Longines Evidenza

Longnes Evidenza

Still on the theme of nostalgia in watches, the Evidenza collection for men and women from Longines is based on designs from as early as the 1920’s. This is a time when fashion and design threw off rigid, centuries-old rules while personal accessories of every description grew increasingly handy, compact and stylish. Evidenza’s gorgeous tonneau shape goes back to a Longines model dating from 1911.

It is believed Asian territories now account for more than 50% of Longines total revenue. Previously, the company had a reputation for providing countless movements to the U.S. but since their expansion into China, Longines is truly standing the test of time.

Michael Weare | Website

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

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