In a world where technology can replicate almost anything, what makes mechanical watchmaking truly irreplaceable?
A watch is not merely something you wear; it is something you form a connection with. It can mark a moment, reflect your personality, or even become part of your story.
Mechanical watchmaking possesses something truly irreplaceable: its reliability, proven over time, and above all, its soul. While technology now plays an essential role and supports our drive for innovation, it can never replace the craftsmanship and human touch that lie at the heart of our métier.
It is precisely this human dimension, deeply rooted in our tradition, that gives each Longines timepiece its unique emotion and authenticity. It fosters a lasting relationship with those who wear it, far beyond its simple function.
Has storytelling taken on too great a role compared to the product itself?
It absolutely has its place, as long as it remains authentic. It never replaces the product; rather, it enhances it and gives it depth and meaning.
Take aviation, for example. In the early 20th century, several pioneering women aviators such as Amelia Earhart, Amy Johnson, Elinor Smith, Jacqueline Cochran, and Ruth Nichols relied on Longines instruments during their historic flights. Our timepieces became true companions, essential to their achievements, just as their courage helped advance aviation itself. This legacy continues today with strong personalities like Géraldine Fasnacht, who has embodied Longines’ pioneering spirit since 2022.
When it is sincere, storytelling reveals additional dimensions of our watches. Beyond their reliability and performance, they become carriers of inspiring narratives — of courage and innovation — capable of resonating with and inspiring a wide audience.
Does vintage inspire your creations… or does it constrain them?
I would say it is more of a strength. At Longines, our heritage of over 190 years is very much alive. It inspires our creations without ever constraining them. The real challenge lies in finding the right balance: staying true to our identity while continuing to evolve. That is how we remain relevant over time.
At what point does a watch begin to tell a story or evoke emotion more than it simply tells the time?
From the moment it becomes connected to an emotion. I recall, for instance, a jockey moved to tears after being presented with a watch to mark his victory. In that moment, the watch became far more than an instrument — it embodied a moment in life.
Our watches are designed to last, to accompany those who wear them over time. In doing so, they become true companions in life.
Over the years, they absorb these moments and take on a deeply personal dimension. That is what makes our métier so compelling: creating objects that can stand the test of time while capturing the emotion of each moment.
