It is the season of watchmaking novelties — an annual event eagerly awaited by all with a vested interest in horology, from enthusiasts and collectors to the media and distributors. Longines recently held a Southeast Asia press meeting in Bangkok, hosted by CEO Matthias Breschan and his Switzerland and regional teams. Once again, we are impressed by the new collection of brilliant designs and innovations, set to launch in 2024. Discover what gives Longines the decisive success of being a leader in its category, courtesy of a brand overview by its CEO.
L’OFFICIEL: What is on the drawing board for Longines in 2024?
MATTHIAS BRESCHAN: One word that describes our 2024 novelties well is consistency. We have enhanced what Longines established historically to make sure that we remain strong in the future. The three major points: firstly, we have a collection that resonates with both men and women, and we are selling evenly 50 per cent to men and 50 per cent to women — very rare because brands are mostly 80/20 in either direction. Secondly, we are uniformly well-received for classic and sports watches, and you see in our 24 novelties this strength of being equally balanced between sports and classic watches. The last point is the unique history and heritage of the brand — it’s essential now for brands to make it an experience by telling a story when they present new products. For Longines, it’s all written in our historical books. It’s authentic and strengthens the brand through a unique and powerful differentiating factor.
LO: What are the key highlights for you in terms of the 2024 novelties?
Bu hikaye L'OFFICIEL Malaysia dergisinin April 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye L'OFFICIEL Malaysia dergisinin April 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
On the GLOW
Dolce & Gabbana's Italian rose-infused Rose Glow Cushion is a hydrating and protective perfector.
RAINBOW of hues
Presenting their latest timepiece, the Franco-Swiss brand Bell Ross pays homage to their aviation roots with a mesmerising iridescent face.
Ready for ROMANCE
Can't get enough of the coquette trend? Prada has just taken our affinity for bows to the next level.
GREAT Beauty
Modern-day luxury and old-world elegance merge effortlessly at the Regent Phu Quoc.
Creative SYNERGY
For our #MY10LOFF 10th anniversary party, we collaborated with multimedia artist Sharina Shahrin, who created two exclusive artworks entirely on the HUAWEI MatePad Pro. Below, Sharina shares insights into the inspiration and process behind these unique pieces.
The story GOES ON
Gain more insight into the world of Tales & Tellers the special project conceived by Goshka Macuga and convened by Elvira Dyangani Ose during the Art Basel Paris in partnership with Miu Miu.
Black Mirror IRI
Thirteen years since its creation, how much of the anthology series has evolved to be
Come CLOSER
Featuring Dior's Cruise 2025 collection, L'OFFICIEL gets up close and personal with top Malaysian model Nia Atasha with 35 intimate questions.
VETERAN Rookie
With two prior singles on his belt, EXO's CHANYEOL is stepping into the limelight as a solo artist as he returns with his debut mini-album, titled Black Out.
AWAY We Go
The Digital Detox at AWAY Spa, W Kuala Lumpur, to disconnect and take back control of a digital life.