The History of Longines

Elegance is an attitude. Since 1832, Longines has embodied timeless sophistication, pioneering innovations in timekeeping while maintaining an unwavering commitment to elegance. The winged hourglass logo is one of the oldest registered trademarks still in use today.

Humble Beginnings in Saint-Imier

Auguste Agassiz founded a small watch trading business in Saint-Imier, Switzerland in 1832. Nestled in the Jura Mountains, this small town would become the permanent home of Longines. In 1867, the company built its first factory at a location called "Les Longines" (meaning "long meadows" in the local dialect), giving the brand its iconic name.

Under the leadership of Ernest Francillon, Agassiz's nephew, the company transformed from a trading business into a true manufacture. Francillon revolutionized production by bringing all craftsmen under one roof, enabling greater quality control and innovation.

The Winged Hourglass

In 1889, Longines registered its famous winged hourglass logo along with the brand name—making it one of the oldest unchanged trademarks in the world. The wings represent the flight of time, while the hourglass symbolizes the precision of timekeeping. This emblem has graced Longines watches for over 130 years.

Pioneers of Aviation Timing

Longines played a crucial role in the golden age of aviation. The brand equipped numerous pioneering pilots with precision instruments:

In 1927, Charles Lindbergh wore a Longines watch during his historic solo transatlantic flight. He later collaborated with the brand to design the Lindbergh Hour Angle Watch, a navigation instrument that helped pilots determine their longitude. Amelia Earhart also chose Longines for her record-breaking flights, and the brand created a special watch for her in 1933.

These aviation connections established Longines as a brand of adventure, precision, and pioneering spirit.

Official Timekeeper of Champions

Longines has been synonymous with sports timing since the late 19th century. The brand has served as official timekeeper for countless world championships and international sporting events. In 1878, Longines produced its first chronograph movement, beginning a legacy of sports timing that continues today.

From alpine skiing to equestrian events, tennis to gymnastics, Longines timing equipment has recorded countless world records. The brand's association with horse racing is particularly notable—Longines has been the official partner of prestigious events including the Kentucky Derby, the Prix de l'Arc de Triomphe, and Royal Ascot.

Record-Breaking Precision

Throughout its history, Longines has set numerous precision records at international observatory competitions. The brand's movements consistently won awards for accuracy at the Geneva, Neuchatel, and Kew observatories. This dedication to precision earned Longines the Grand Prix at the 1889 Paris Universal Exhibition.

In 1899, the Duke of Abruzzi chose Longines chronometers for his Arctic expedition. The brand's reputation for reliability in extreme conditions was firmly established.

Elegance Through the Decades

While maintaining its technical excellence, Longines never forgot the importance of elegance. The brand has dressed the wrists of Hollywood legends, royalty, and style icons. Humphrey Bogart was famously photographed wearing a Longines, and the brand's timepieces have appeared in numerous classic films.

Today's Longines ambassadors include celebrities like Kate Winslet and Simon Baker, who embody the brand's philosophy that elegance is not just about appearance, but an attitude toward life.

The Swatch Group Era

Since 1983, Longines has been part of the Swatch Group, the world's largest watch company. This partnership has allowed Longines to maintain its position in the premium watch segment while benefiting from significant research and development resources. The brand continues to produce exceptional timepieces at accessible luxury prices.

Despite corporate ownership, Longines has preserved its identity and heritage. The manufacture remains in Saint-Imier, the same location where it has operated for nearly two centuries.

A Legacy of Affordable Excellence

What sets Longines apart is its ability to offer genuine Swiss watchmaking heritage at accessible prices. While many historic brands have moved upmarket, Longines continues to deliver exceptional quality, classic design, and proven reliability at price points that welcome new collectors into the world of fine watchmaking.

For nearly 200 years, Longines has proven that elegance and excellence need not be exclusive. The winged hourglass represents a promise: timeless style, proven precision, and a rich heritage that few brands can match. When you wear a Longines, you wear a piece of watchmaking history.