Contents - Longines

The Longines advertising campaign
For over 80 years, the
Longines adverting is based
on elegance. And for more
than 10 years, the claim
“Elegance is an attitude” is
the linchpin of the brand’s
campaign. The recent evo lution
of the advertising campaign
maintains this strong identity
and gives more visibility to
the watches.
Introduced in 2007, the latest Longines advertising concept stands out as different
from the other watch brands’ advertisements in the market.
Longines had returned to the iconic colour of the brand which is blue and, like the
brand itself, intrinsically elegant. It is a colour that throughout the world has no bad
overtones.
In China it is the colour of immortality, in Hinduism the colour of Krishna, in Judaism
that of holiness, in Christianity that of Christ, in the Middle East it is the colour of
protection and for Feng Shui that of Yin, Water, calm, love, healing, relaxation,
peace, trust, adventure and exploration. Dark blue in particular is seen as indicating
depth, expertise, stability, credibility, intellect, wisdom, power, integrity, seriousness,
knowledge, health, decisiveness, law, order, logic, dependability and serenity...
The images have in common a lifestyle approach offering elegant “stolen moments”
where the person is taken in motion, as if caught off-guard, showing that elegance
truly is a question of attitude and that someone who is truly elegant is so at all times
– and that wearing a Longines is part of that attitude.
The Longines Saint-Imier Collection The Longines Saint-Imier Collection www.longines.com
TOGETHER, WE’RE BUILDING HIS FUTURE
Since Andre Agassi retired from professional tennis, he hasn’t stopped
pursuing excellence. Founding and inspiring the Andre Agassi
Foundation for Education and the Andre Agassi College Preparatory
Academy. To give underprivileged children a chance to receive an
education, learn a trade and build a life.
Longines is happy to help. It funded the Longines Scholarship Fund for
Agassi Prep Graduates. Allowing gifted and motivated youngsters to
learn a trade with a future, at the N.G. Hayek Watchmaking School.
Where ambassadors or sports personalities are used, the slogan “elegance is an attitude” is signed by
their hand – a signature that underlines the fact that they adhere to the claim.
Also in this way, the advertising concept covers both sides of the spectrum from that of sports to classic
elegance, offering a coherent approach and layout.
The layout places Longines firmly at the heart of the message with its distinctive hourglass logo. The
lifestyle background in elegant black-and-white imagery (curiously contemporary as now very much in
vogue) gives the overall tone, over which the blue transparent border offers the opportunity to highlight
the Longines message and enables the Longines watch to stand out in colour in the
prime position.
In 2009, as part of the development of our campaign, we worked on the possibility of increasing the
visibility of the watches featured in our advertising visuals.
We now use the same diagonal position as for our PR pictures. This position shows the watch off to
the best advantage while it can also be enlarged. Moreover, there is the advantage that our competitors
use this style very little or not at all.
Elegance is an attitude
Andre Agassi
The Longines Saint-Imier Collection www.longines.com
Introduction
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