Back To The Future
August Man SG|Issue 185
A conversation with Longines CEO Matthias Breschan has Augustman wondering if they're the brand to watch for enthusiasts who are increasingly priced out of their beloved hobby
JONATHAN HO
Back To The Future

HAVING PREVIOUSLY MANAGED Rado and Hamilton, Matthias Breschan took the helm of Longines in July 2020. Passionate about watchmaking, history and art, Breschan has set Longines on a path of mechanical watchmaking revival that might just see it becoming the brand to watch for the next decade.

You once stated that "Longines has impressive historical depth", what does this mean for your overarching strategy for the brand?

Historical depth is a great foundation to build on. The watch industry is one of the rare businesses that literally looks to the past in order to define the future when you're developing new products. Having 192 years of history and many incredible milestones like the first GMT movement, the first flyback movement and the first high-frequency movement, gives us a rich heritage that allows us to use these iconic developments and develop products and movements made exclusively for us. It's in-house but not manufacture, I like to be precise about this terminology.

These movements tell of the brand's provenance and when we design a watch using state-of-the-art technology like a silicon balance spring but within our price range of S$1,000 to $5,000. When it comes to high frequency, there's no one else on the market with something below $7,000. We will stay in this price positioning without clashing with our sister brands while offering tremendous value.

General consumer understanding with watch brands is that the older the brand, the more expensive it becomes with more history. So when you have products like this anniversary Masterpiece, how do you feel the market perceives Longines versus the positioning it has?

Diese Geschichte stammt aus der Issue 185-Ausgabe von August Man SG.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

Diese Geschichte stammt aus der Issue 185-Ausgabe von August Man SG.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

WEITERE ARTIKEL AUS AUGUST MAN SGAlle anzeigen
Paradise Foud
August Man SG

Paradise Foud

It's time to give tuning out its due. We all need a break from the group chat(s).

time-read
2 Minuten  |
Issue 207 (November 2024)
Santos De Cartier: A New Era
August Man SG

Santos De Cartier: A New Era

Originally A Way Of Intertwining The Cartier Brand With The Daring Spirit Of Aviation, It Now Stands As An Icon Of Luxury And Elegance.

time-read
5 Minuten  |
Issue 207 (November 2024)
The Future Will Be Pixelated, Probably
August Man SG

The Future Will Be Pixelated, Probably

What are the implications on one's lived experience as online life is rife with meaning and possibilities?

time-read
4 Minuten  |
Issue 207 (November 2024)
GROWING PAINS
August Man SG

GROWING PAINS

AT MILAN FASHION WEEK, ONITSUKA TIGER UNVEILED ITS SPRING/SUMMER 2025 COLLECTION, WHICH TOUCHES ON A SUBJECT EACH OF US IS MORE THAN FAMILIAR WITH.

time-read
1 min  |
Issue 207 (November 2024)
A Watch For The Global Citizen
August Man SG

A Watch For The Global Citizen

Before you make your travel plans for 2025, get the perfect watch for the modern nomad.

time-read
2 Minuten  |
Issue 207 (November 2024)
MAKING INVESTING MORE DELICIOUS
August Man SG

MAKING INVESTING MORE DELICIOUS

FINANCE INDUSTRY VETERAN WALTER DE OUDE IS COMBINING HIS ERUDITION AND EXPERIENCE WITH THE STAR POWER OF HENRY GOLDING TO BRING US AN INVESTMENT PLATFORM THAT'S MUCH SWEETER THAN MOST.

time-read
1 min  |
Issue 207 (November 2024)
WHO LET THE DOGS OUT?
August Man SG

WHO LET THE DOGS OUT?

ONE-THIRD OF HOUSEHOLDS around the world have a pet dog.

time-read
1 min  |
Issue 207 (November 2024)
How Does A Hotel Brand Become The Best In The World?
August Man SG

How Does A Hotel Brand Become The Best In The World?

Cristiano Rinaldi, president of Capella Hotel Group, shares its recipe for success.

time-read
3 Minuten  |
Issue 207 (November 2024)
Sunday Island Mornings
August Man SG

Sunday Island Mornings

An island cluster so beautiful that Harry Winston made a watch in its honour.

time-read
1 min  |
Issue 207 (November 2024)
A Clear Vision Of The Future
August Man SG

A Clear Vision Of The Future

With the proliferation of its Myopia Centres, local eyecare brand W Optics is keeping Singaporeans clear-sighted for the future.

time-read
2 Minuten  |
Issue 207 (November 2024)