So to start with I work at an AD that carry's multiple Swiss brands from $350 price points all the way up to pre-owned PP, AP, of course Rolex, Cartier, etc. Since we are not an AD for those higher brands I like to focus on the brands that we are an AD for and one of them is Longines.
Disclaimer, the company has been great to me and wonderful to work with, that withstanding however, I am a huge fan. I think they offer exceptional value per dollar and I am keen on their vintage leaning design language rich history in the world of aviation.
So that is the why of my question, my actual question is How does the general watch enthusiast on Reddit feel about how the brand is positioning themselves in the market from any aspect such as price point, design language, marketing, public outreach, whatever. What makes them a solid or not so solid brand?
Thank you! I'm trying to get my team fired up about Longines and I want to know what people besides the people I work with think about Longines! Wrist shot of my heritage chrono for some tax.
TLDR: Do you like or dislike Longines and why?
They have great products but an identity crisis. They sit between omega and tissot, and have a huge collection which is just too big.
They have some great and iconic designs but on aggregate when you see their website or at an AD it just looks like a mess without much cohesion.
Their recent focus on only a few models is paying off though.
It’s super funny you say that. I had the previous brand president stop into my store about two years ago and she was saying the exact same thing! That’s why they are displayed under 3 categories now to make it easier to digest. The sport, the Classic, and the heritage watchmaking or something or other like that. And I think everyone agrees that a more streamlined collection with variety in dial and color is superior to the old shotgun approach of make tons of watches to fit everyone’s needs. I think companies on the whole are starting to lean into more of a niche styling rather than trying to do it all so to speak
Love em but not the modern ones. I am wearing a heritage military the old design one.... And I think their big eye and other heritage collection is very good.... If Longines could become the brand that does oldy-new watches.... Like a restomod contemporary watches that would be killer and then they will be the one who specialise in it. . . . I could be wrong but that is just an opinion.....
We know what that means. Price increase
Their collection isn’t too big, compare it to Rolex, Omega, or Cartier.