People Friendly: A New Longines Watch Book Sums Up the Maker’s Impressive Heritage with Personality
With its latest book release, Longines: Watches That Made History, the watchmaker presents a fairly audacious gambit, just in its title alone. But that promise of esteem and importance is fully delivered across 288 wonderfully illustrated pages.
By Mike Espindle
Executive Editor
If you hold the impression that Saint-Imier-based watchmaker Longines has been around for a while, you’d be right. However, if its ubiquity in the watch world has led you to take the brand a bit for granted, well, that’s a big mistake.
Founded in 1832 by watchmaker Auguste Agassiz (and aptly industrialized in 1867 by forward-thinking entrepreneur Ernest Francillon), Longines has played an ongoing and important role in history, not only in the history of watchmaking, but also in how timekeeping intersects with key moments and movements in global culture.
Longines has always done a wonderful job of taking the pulse of current innovations and mindsets and creating spot-on wrist machines that fold right into what is happening, right now.
Patrick Aoun, President and CEO of Longines, had this to say about the new Longines tome: “From the very beginning, bold decisions have consistently driven Longines forward, inspired by a pioneering spirit and the desire to always remain one step ahead. The exclusive timepieces presented in this book, shown in their historical context alongside the people who relied on them, are a remarkable testament to this.”
An equally bold statement for the already boldly titled book Longines: Watches That Made History.
In Focus
One has to believe that the primary challenge for the brand and the author, journalist, and watch expert who wrote the book, Pierre-André Schmitt, had to have been how to properly focus the profound heritage of the watchmaker on those key timepieces and moments that Longines participated in. As it turns out, the secret sauce for this book is people.
Here are some names I’d like to kick out there: Albert Einstein, Charles Lindbergh, Joe Louis (there are many more). Surely these are all recognizable, and they all wore Longines watches. However, in the 50 curated chapters of Longines: Watches That Made History (illustrated with archival photography that must have posed a challenge for the brand’s librarians), we learn not only about their involvement with the brand but also about some intriguing backstories.
For example, Einstein famously wore a gold Longines tonneau-shaped wristwatch, but did you know he gifted it to a late-in-life paramour who turned out to be a Soviet spy?
“We centered the content of this book around the stories of fearless men and women. The human touch helps us to better understand the meaning and the importance of accurate watches. Often, the Longines timepieces made the difference between success and failure,” explained Daniel Hug, Head of Longines Brand Heritage, regarding the new book.
Fame in Context
In the modern day, Longines’ watches continue to find their way onto the wrists of notable figures, often through a varied roster of official brand ambassadors, including actors Jennifer Lawrence and Henry Cavill and Olympians like Mikaela Shiffrin.
But you don’t have to revolutionize the world of physics, become a GOAT of professional boxing, set aviation records, win Academy Awards, or take home Olympic Gold to make inspired use of a Longines watch. Oddly, the work done in Longines: Watches That Made History serves to remind us that an elegant, accurate timepiece can help each of us carve out our own legends.
Pricing & Availability
Published by German art book house TeNeues, Longines-Watches That Made History officially hits the stands on May 12, but you can learn more and pre-order the book on Amazon for $110.