Exclusive: Jennifer Lawrence on Time, Elegance, and Longines’ New PrimaLuna

There are moments when time seems less like a sequence of passing minutes and more like a state of grace. It is into this territory that Longines steps again with the reimagining of its PrimaLuna collection: a poetic meditation in steel, gold, sapphire, and mother-of-pearl. It is also here that the Maison finds its ideal muse in Jennifer Lawrence, whose own brand of understated elegance lends a unique resonance to this horological ode to femininity.

Since its debut, the PrimaLuna has been the softer counterpart to Longines’ aviation and sportier heritage. Now, for 2025, it emerges renewed: its proportions refined within a reimagined 34mm case, a moonphase complication enhanced with a date display, and – most spectacularly – a new celestial blue mother-of-pearl dial circled by forty-eight sapphires in graduated hues, the first time the Maison has employed this royal stone.
 

Lawrence understands this instinctively. “Elegance is effortless and simple. Understated,” she tells me, seated with the composure of someone who has navigated both the glare of the red carpet and the quiet of early morning coffee with her family. “The new PrimaLuna feels timeless. It has the kind of classic elegance that can easily go from day to night, casual to formal.”

This duality – the intimate and the grand – suffuses the new campaign. Shot in an empty opera house, the images evoke those private, reflective moments when one’s own sense of self is heightened. “I like watches that are functional jewelry,” Lawrence says. “A watch gives you a more polished, professional look, but it’s also something really beautiful.”

The PrimaLuna is, of course, more than beautiful. Its technical heart is the exclusive Longines calibre L899.5, boasting a silicon balance spring and an impressive 72-hour power reserve.

Yet, as with all fine things, technicalities are sublimated into experience. The delicate domed links of the new bracelet, the lunar crescents engraved on the crown, the shimmer of diamond indexes – these are details that become part of one’s personal rhythm, as intimate as a morning ritual.
 

For Lawrence, watches were not always part of her story. “When my husband and I got married, my brother-in-law gave me a watch that his father had given him when he was younger,” she recalls. “It was such a meaningful gesture - it changed my perspective on watches. Ever since then, my love for them has grown.” The gift of time, passed down through the generations, is a lesson that Longines itself, founded in Saint-Imier in 1832, knows well.
 

In her new film Die, My Love, which premiered to acclaim at Cannes and arrives in cinemas this November, Lawrence portrays a woman wrestling with the contradictions of love, lust, motherhood, and madness. It is a story of intensity, of lives lived at the edge.

Yet when she stepped onto the Croisette this spring, she did so with a Longines watch at her wrist: “There is so much attention to detail that goes into a red-carpet look, and my watch was the perfect accessory to bring it all together.”
 

That, perhaps, is the paradox of PrimaLuna: a timepiece whose refinement allows it to vanish into the wearer’s life, yet whose beauty and symbolism make it unforgettable. For Longines, the moon is both complication and metaphor, a celestial reminder of cycles, tides, and timeless recurrence.

For Lawrence, the moonlight shines as a personal luxury: “Time is so precious. The best way to spend it is being appreciative for whatever you are doing. Appreciating the small everyday pleasures.”

The collection itself unfolds in a set of distinct variations, each conceived to capture a different inflection of feminine sophistication. At its most lyrical, the celestial blue mother-of-pearl dial is set with fourteen Top Wesselton diamonds and paired with a supple blue alligator strap secured by a stainless-steel folding clasp with push-piece mechanism.
 

In another guise, the PrimaLuna offers a sunray silver dial marked by eleven black or blue Roman numerals, in steel and bi-color versions of the dial. It is available on a bracelet in steel with either 5N rose-gold or 2N yellow-gold capped links, or else on a deep burgundy alligator strap, each finished with the same triple-safety clasp.
 

And finally, a white mother-of-pearl dial once again set with fourteen Top Wesselton diamonds or a non-diamond version, both of these offered with the same bracelet and strap configurations as the Roman-numeral model.
 

The collection will arrive in Longines boutiques and at select authorized retailers worldwide from September 2025. For more information, including price, check out the Longines website.