Last month, the prestigious Swiss watchmaker Longines, synonymous with elegance, luxury and refinement, opened its new shop in the centre of Geneva
It all began in 1832 when Auguste Agassiz and two partners founded a watch shop in Saint-Imier. That same year, they produced their first movement, the 20A, a 20-ligne model that had an anchor escapement, a winding device and a time setting device. Over the years, the company established itself around the world, particularly in the United States.
The year 1852 was a key one for Longines, as it marked the arrival of the economist Ernest Francillon, Agassiz’s nephew. Taking the reins of the family business, the economist implemented a range of developments, including the Longines factory in 1867. Shortly after the opening of the workshop, the watch brand earned its first medal at the Universal Exhibition in Paris, the first in a long series of recognitions. The winged hourglass brand, which is now part of the Swatch Group, is the oldest watch brand still in use, unchanged. Its watches are unmistakable symbols of passion for excellence.
New shop
At 40 Rue du Rhône, one of the best-known shopping streets in Switzerland, Longines’ newest shop windows have been waiting to be discovered since October 2021. The shop was designed to offer an elegant and luxurious setting.
On the outside, you will find a clean and sophisticated façade showcasing the brand’s identity. Inside, the shop is warm and welcoming, elegantly featuring an array of materials in the watchmaker’s signature colours. Moreover, it is the only shop with a Collector’s Corner, an area reserved exclusively for vintage watches.
Longines describes this new shop as “a contemporary interpretation of Longines’ traditional values and illustrates the brand’s innate ability to match elegance and innovation.”
Five Longines piece we love
MASTER COLLECTION MOONPHASE L24094786
EVIDENZA L26424734
HYDROCONQUEST L37813069
LA GRANDE CLASSIQUE L49184116
HERITAGE AVIGATION BIGEYE L28161932