Foversta's report from Roland-Garros offers a unique blend of luxury watches and tennis, detailing Longines' strategy for its 180th anniversary in 2012. This article highlights key models like the column-wheel chronograph, the Weems Second-setting watch, and the St-Imier collection, providing insight into Longines' positioning within the Swatch Group and its approach to leveraging historical heritage for modern appeal.
Last week, I was invited by Longines, one of the main sponsors of the French Open, to spend an afternoon at Roland-Garros in order to discuss about the ambition of the brand, to see again some novelties unveiled at Basel... and well... to enjoy some tennis games.
As I'm a serious guy, I would like to start by presenting you 3 watches which IMHO symbolizes the current strategy of Longines. The brand celebrates in 2012 its 180th anniversary with a new permanent collection, the St-Imier and a limited one, the 180th anniversary which gathers 4 watches.
The column-wheel chronograph of the Heritage collection is now a key watch in the collection. Of course, don't expect Longines to be at the same level it was before when its chronographs were amongst the top ones of the industry. Longines is not now in the same range but it doesn't mean that any horological ambition is forgotten. This chronograph uses the column-wheel movement L688 which was exclusively developped by ETA for Longines which financed it.
It is a very balanced watch and several sizes are available. The pictured watch has a 40mm diameter (I recognize it thanks to the shape of the indexes).
You will notice the blue column-wheel of the movement, frankly speaking I'm not a great fan of this way to highlight it but at least, we understand that we are not in front of a mere 7750.
The objective of Longines is to propose a comprehensive collection of elegant watches dedicated to the people who look for their first "nice watches" with a price more affordable than Omega which is located in an upper segment within Swatch Group. To achieve this goal, Longines takes advantage of its long and rich history to surf on the "neo-retro wave" as you can see it with the very classic lay-out of the dial of the chronograph:
I like the Dauphines hands and the ivory dial:
The dial is balanced and the indexes and the date window bring volume:
The Weems Second-setting watch is maybe one of the most famous pieces of the current collection. Its diameter is huge (47,5mm) but the main feature is the internal rotating dial for synchronization of the seconds hand with the radio time signal.Caseback can be opened to discover the movement L699 which is actually a Valgranges A07 111. The white lacquered dial is very nicely made with its Breguet figures and hands. On my wrist it looks bigger than, let's say, a Panerai with a similar size. it is due to the light colours of the dial, the shape of the lugs and of course... the oversized crown!
The Weems is an unusal watch because it is very classic thanks to its design and is also quite original at the same time due to its size. Its strong character is its biggest asset.
The beauty of its dial:
The back of the cover explains the story behind the watch:
A watch with character!
The St-Imier collection was launched to celebrate the 180th anniversary of the brand. The whole collection features the new St-Imier case which is visually more powerful than the Heritage one but it manages to keep a refined style. It is also more complex due to its several layers. I like the way the lugs are inserted in the main body of the case. This 38,5mm three-hands watch is maybe the "most" dressed watch of the collection thanks to its PG case and its dial with sunrays finishings.
It is powered by the movement L619.2 which is an ETA2892-A2 as you can easily recognize it:
Longines always likes to write a lot of words of the caseback. I would prefer something more sober.
The 38,5mm size is perfect for the purpose of the watch.
Obviously, the St-Imier collection is a very important one for Longines. During the Basel Fair, its 3 pillars were presented: the Gents' Classic (the pictured watch), the Ladies' Classic and the Chronographs which use the exclusive L688 movement. A lot of combos are available (SS, Gold, two-tones cases with black or silver dials).
Now I propose you to visit Roland-Garros!
The Longines hospitality center at the Village:
The Village is the place where the sponsors welcome their guests:
But who's coming? Mats!
But Mats, why did you beat Ivan Lendl, my fav player in 1982?
Well, it is forgiven!
Let's go to the Suzanne-Lenglen court to see Rafael Nadal against Denis Istomin!
Istomin realized that playing Nadal on clay is almost an impossible mission...
Rafa was of course wearing his RM:
Let's walk toward the Philippe Chatrier court.
Paul-Henri Mathieu and John Isner didn't know at that time that they were starting a 6 hours game...
Wimbledon is coming soon!
The Place des Mousquetaires... a tribute to the famous French players of the first half of the 20th century:
The huge Philippe Chatrier court:
Is this a symbol of all the rackets which were destroyed by John McEnroe?
The atmosphere of the Philippe Chatrier Court:
Mathieu is serving hot:
But not that hot than Isner!
Being tall is not enough, you also need a perfect synchronization of the moves. Look at this perfect attitude:
About to return Mathieu's serve:
I spent a wonderful day with the Millenary on my wrist!
I would like to thank a lot the Longines France team for this sunny and enjoyable afternoon!
Fx
