Longines Desires to Win
The brand Longines that almost was attacking the market with its creative and, to tell the truth, successful novelties (for instance, Master Collection) during 2 years has made something unexpected this year. It presented its chronograph with a tachometer Sport Collection. The premier took place during the exhibition at Basel at Swatch Groupa€™s stand.
The timepiece was presented by the president of Longines Walter von Kanel and the president of the Swatch Group Nicolas Hayek. Before their speech the gymnasts had performed breath-taking acrobatic feats on the trapezes under a€?the big topa€? of Basel Messe.
Longines Sport Collection has a lot of interesting. The most remarkable timepiece is Grande Vitesse, an automatic chronograph ETA-Valjoux 7750 which has a steel case with a basel coated with black aluminium. It looks fantastic. It is the most expensive timepiece of the collection, its price is about $2500. However it is possible to find something more democratic, for example a new Conquest with the quartz movement that costs about $900.
But what astonishes most of all is Longines persistence with which the company conquers the market of sports timepieces. After super successful classical collections Evidenza and Master and in spite of an unpromising start of a€?almosta€? sports lines like Lungo Mare and Spirit there has been a great premier of a high-tech and even avant-guard model Grande Vitesse. At that time the brand also became the official time-keeper of Roland Garros. Sport Collection turned out to be so important that even the presentation of the ladiesa€™ line Master, by the way it is also a very interesting collection, passed unnoticed. It testifies only to one fact: Longines wants to become not an elegant and sports brand, but just a sports one. The aim of the company is to make the word combination a€?Longines chronographa€? sound naturally.
Yes, Longines used to specialize in chronographs and sports time-keeping, however it is not a brand that looks back to the past, present and future are the most interesting for the company. Sports chronographs that appeared one by one are serious. Longines Sports is a really professional chronograph. By the way, it is that very sphere where it is possible to create your own movements. Perhaps quite soon the company will at last present a timepiece with its own calibre.
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