We had a pleasant interview with Mr. Matthias Breschan – the new CEO of LONGINES.
1) What will change at Longines with your management? Which areas and collections do you plan to focus on?
My vision and strategy for Longines can be summarized in two words: heritage and innovation. Together with the teams, we want to take the brand even further, where we have never been. In order to lead this evolution, we will have to be innovative, to stay curious and sometimes to take risks. Besides, we can count on our rich watchmaking expertise and heritage, as well as on the industrial power of the Swatch Group, providing state of the art technologies and synergies to the brand to achieve these goals.
2) How do you evaluate Longines' position during this pandemic period? How did it affect the brand?
In the past four months, we have already seen strong signs of recovery. In China, for example, we are in 2020 already above 2019.
3) Longines is, in a sense, at the highest point it can come. What are your plans for the brand from now on?
Allow me to disagree. Longines is certainly a leader in its price segment, but the market still has plenty of room to grow. For example, today, online market has become essential to reach customers. In this regard, one of our short-term plans is to expand e-commerce into more and more local markets worldwide.
4) Hydroconquest is considered one of the most successful models, especially among the entry-level diver watches. What is the secret of this model's success?
Our HydroConquest collection has been incredibly successful, including here in Turkey. Preserving the traditional style of diving watches, the latest variations feature a coloured ceramic insert on the bezel, giving a fresh push to this line. This highly technical and scratch-resistant material enhances the sporty, modern character of the models, which appeal to dynamic people looking for distinctive, contemporary mechanical timepieces.
5) The Longines Spirit is a collection inspired by the early years of aviation. How do you explain a design language that dates back to the 1930s is still popular even in modern times?
Indeed, the Longines Spirit collection is inspired by the many Longines timepieces and time instruments used by famous pioneers like Amelia Earhart, Paul-Emile Victor, Elinor Smith and Howard Hughes in the first half of the 20th century. The message surrounding this line meets the demands of today’s public in its quest for authenticity, while using state of the art technology such as the anti-magnetic silicon balance-spring that guarantees highest precision and reliability.
With this watch on my wrist, when I close my eyes, I feel a bit like Howard Hughes at the controls of his airplane, equipped with Longines instruments, setting out in 1938 for the fastest round-the-world trip ever made – a flight timed by Longines!
I think the concept of pioneer transcends time and space. This is why these great aviators and explorers, as well as their feats, are still resonating today. Which is also reflected in our new slogan: “The pioneer spirit lives on”!
6) Heritage segment is a unique collection inspired by vintage watches. Regarding the Heritage models, considering the period-correct features of the inspired watches, will we be able to see hand-wound movements more often in the future?
Our Heritage segment is meeting a huge success. We think this is a sign that, for many people, and especially for the younger ones, watchmaking and tradition cannot be set apart. We already have launched Heritage models with hand-wound movements (such as the Longines Heritage Military 1938) in the past, and we may do it again in the future. Nevertheless, the purpose of our Heritage collection is not to create exact copies, but rather to pay a tribute to some of the most emblematic designs of the brand, enriched with today’s watchmaking technologies.
