this post was submitted on 26 Oct 2023
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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?

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[–] reihem@alien.top 1 points 10 months ago
[–] Yellowtoblerone@alien.top 1 points 10 months ago

Absolutely love them

[–] flyingcatpotato@alien.top 1 points 10 months ago

My daily driver is a Longines, it does what I want it to do, and what you get for what you pay is really good. My watch is a little thick but that’s expected at that price point. Also there are other Swiss brands priced higher still using base ETA movements so like, i don’t understand the hate.

[–] bayouburner@alien.top 1 points 10 months ago (1 children)

Hugely positive. It was my first "real" watch after rocking a quartz Ripcurl for years (which was also an awesome watch). I got a hydroconquest for my 21st birthday, and it didn't leave my wrist for five years. Looked great, kept great time, I abused the shit out of it and it never gave me issues, etc. Only retired it due to sentimental value. Longines is also consistently considered one of the best values in Swiss watches, as they have excellent movements, tons of options, great finish quality, and a rich and innovative history. I would recommend them to anyone, new enthusiast or old collector alike.

[–] ASIWYFA@alien.top 1 points 10 months ago (2 children)

I hate this "real watch" phrase when dicussing higher end watchea. It's so gross.

[–] foulmentalraquet@alien.top 1 points 10 months ago

My Casio F-91W is a real watch. I'm with you on this one.

[–] bayouburner@alien.top 1 points 10 months ago

I hate the term too, hence putting it in quotes, but I feel like a lot of people who get into watches start with them as a functional thing and then go down the rabbit hole of movements and prestige and all that, so there's a substantive difference between buying a watch because you want something useful on your wrist that tells time and buying a watch because of all the other stuff that watch nerds like to geek out about. And Longines is a brand that serves as that gateway for a lot of people. Believe me, I'm not shitting on any watches or any style of watch collecting (I'm wearing a G-Shock right now, and I love microbrand quartzes in my rotation), I'm just saying that a lot of people see a difference between a watch as a tool and a watch as a hobby, and for me, my Longines was the watch that got me into the hobby.

[–] ThisIsREM@alien.top 1 points 10 months ago (1 children)

Honestly, Longines and similar brands in the 1k-5k range are not here nor there. They are not value for money, there are so many sub 300 brands that do almost the same (e.g. San Martin, Sugess, Orient etc). But they aren't luxury either, the feeling you get from Rolex, Omega etc. is very different to a Longines / Hamilton.

For variety, budget bangers. For the feel of luxury Rolex. At least that's how I see it. With Longines you pay a LOT for the name and it being Swiss, same quality can be had much cheaper and the name doesn't actually mean much outside of a small watch world.

[–] Schapsouille@alien.top 1 points 10 months ago

What Longines have you actually handled?

[–] MyNameIsVigil@alien.top 1 points 10 months ago

I mostly ignore them because they tend to use odd lugs widths.

[–] j238nyc@alien.top 1 points 10 months ago (1 children)

I wish that photo had a properly sized watch.

[–] Bobby_Lawn@alien.top 1 points 10 months ago

It’s a 40mm. So I’d say in some circles that could be considered modest haha. Maybe the angle makes it look like the back lugs hang of my wrist?

[–] Gunmetal76@alien.top 1 points 10 months ago (7 children)

I don't understand the hate they've gotten lately. The Zulu Time, new Conquest, and Hydroconquest are all.bangers . Longines have done well this year. Yet, you have fanboys of other brand talk down on Longines as if it's a "wannabe". I think it's a awesome brand that's a punching bag for "wannabe " watch snobs.

[–] Bobby_Lawn@alien.top 1 points 10 months ago (2 children)

It’s hard to be the little brother to Omega and some wouldn’t even consider them that haha. I won’t sugar coat it, there are better made watches out there, but I do believe that what they offer at their price point is quite the steal

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[–] 4look4rd@alien.top 1 points 10 months ago (4 children)

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.

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[–] outphase84@alien.top 1 points 10 months ago (1 children)

They’ve been knocking it out of the park, but most of the hate comes from overreaction to fanboys talking them up like they compete with brands they don’t.

[–] Gunmetal76@alien.top 1 points 10 months ago

I often seen it the other way around with critics accusing Longines as trying to compete with Tudor. I have a BB41 that I wear as a daily and I don't see it. I see it as Longines "stepping out the shadows". The only people looking to "talking Longines up" are watch reviewers looking for comparisons for their YT videos. I think the brand stands on its own. And I'm craving that Zulu Time in black and gold.

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[–] Zealousideal-Act-238@alien.top 1 points 10 months ago

Agreed. Love the brand and styling. I have their Heritage Classic

[–] MortalPhantom@alien.top 1 points 10 months ago (1 children)

Good brand. Lugs too long, Too many closed caseback watches. Therefore no buy.

[–] Bobby_Lawn@alien.top 1 points 10 months ago (1 children)

Ya. At the price most of these watches would have to sacrifice a lot to show off a workhorse movement in terms of cost to manufacture. The Master collection does some heavy lifting to make up for the lack of exhibition case backs through their ranges though. A good talking point on value though. Thanks for the spark of thought!

[–] anicesurgeon@alien.top 1 points 10 months ago

Man. I would kill for an exhibition back on my 39mm spirit Zulu time

[–] Coubyman23@alien.top 1 points 10 months ago

I don't really like their designs, but there's no doubt that they seem to offer great value for money.

[–] UsefulSchism@alien.top 1 points 10 months ago

I love their history but none of their watches do it for me, personally. But I could see why people love them.

[–] RangerGripp@alien.top 1 points 10 months ago (2 children)

I’ll admit I’m a snob.

I’ve got Cartier Santos, Rolex DJ, Blancpain, IWC Pilot and a speedy in my collection. Yea, humble brag, but no - I still think Longines is a fantastic brand. The spirit series is awesome, I love the skin diver. The finishing is great.

If they’d settle in the 2-3k range (which they appear they are ‘doing) they will be fine.

The finishing is as good as the top brands and to be honest a watch shouldn’t cost more than a Longines.

[–] Numerator999@alien.top 1 points 10 months ago
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[–] plk7@alien.top 1 points 10 months ago

On the upswing, in part because they are mining their back catalogue. ‘Old’ Longines could sit at the same table as any high-end brands back then. I have a 37mm Spirit in black that I really enjoy.

[–] GardenerInAWar@alien.top 1 points 10 months ago

My Longines Heritage Diver is the only watch I know I'll never sell. My other watches are good watches but with the Longines it's like wearing a love letter to watchmaking, you can tell it was made/designed by someone who loves the craft and not just money. It doesn't look like anything else, it's an unmistakeable design. IMO you get the same quality as higher priced brands but because you aren't paying for a hyped name, you pay much less.

At the end of the day, the market placement doesn't matter, hype doesn't matter, all that matters is you enjoying the watch that sits on your wrist and nothing else. That feeling can cost you thousand more dollars than necessary just because of a different arrangement of 26 characters on the dial. If your Rolex didn't say Rolex on it, would you pay 10-20k for it? You would not. Most of your money goes to the logo and not to the watch. With Longines, it isn't a question, it's worth the money any way you look at it.

[–] Desperate_Mistake_81@alien.top 1 points 10 months ago

A Longines was my first “nice” watch, it was great. The movement was wildly loud though. I didn’t realize it until I got a breitling. Still have it and wear from time to time

[–] spath16@alien.top 1 points 10 months ago

Rich history, good quality, and great quality if youre budget is a tier below Omega.

I think their zulu time and entire master and heritage collections look great.

[–] WhoIsJohnSalt@alien.top 1 points 10 months ago (9 children)

I’ve got the Longines Master Collection moon phase, white dial on leather. Barleycorn texture dial, deployant clasp, blued hands, exhibition case back.

Such a hitter for the price and very heavy hints of the JLC master ultra thin moon phase about it.

Is it my every day watch? No (that’s my Pelagos 39) but if I’m even halfway dressed up? On the wrist and getting comments.

https://preview.redd.it/0qf6du8y0mwb1.png?width=2121&format=png&auto=webp&s=200bbb531fa17abd3f14fd9dc7722e16cd112edd

[–] Random-Cpl@alien.top 1 points 10 months ago

That’s a nice looking watch.

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[–] nbiz4@alien.top 1 points 10 months ago (2 children)

The Spirit collection is something of a masterpiece for them IMO. Really speaks volumes to their quality at the price point they offer it.

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[–] sfeicht@alien.top 1 points 10 months ago

Id love to like them more, but every one of their models has a design detail that ruins it for me. They can get the watch 90% there, but never hit a home run design wise. IMO anyway.

[–] bfjt4yt877rjrh4yry@alien.top 1 points 10 months ago

It's hard to find a nice one. My wife decided on a Tissot (3rd Swiss watch) because none of the Longines had any wow factor.

[–] Awake-Now@alien.top 1 points 10 months ago

I like them a lot. I own two: a Zulu Time GMT and a Dolce Vita. Wearing the Zulu Time now.

[–] teckel@alien.top 1 points 10 months ago (1 children)

I really like Longines. I have a vintage model and considering the Zulu Time GMT. My only niggle is I believe they're priced a little high. Second-hand prices seem to illustrate this. For example, the 42mm Zulu Time GMT sells used for $1500 ($3050 retail) on a strap and there's one on a bracelet trying to sell for $2000 with no takers ($3150 retail). Both were purchased this year. So it seems the market is saying they're a bit overpriced. Not that other watches don't drop in value as soon as you buy them, but a 50% drop in a few months is steep.

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[–] jesseturcott@alien.top 1 points 10 months ago
[–] ShallowEnuf@alien.top 1 points 10 months ago

I’m a big fan and have a few, I like the history and their style. And their price point is better than some.

[–] WatchandThings@alien.top 1 points 10 months ago

I got interested in watches back when Longines was still less known in the US. I remember being told they are a brand that's well liked in Asia, but not well known here. I took a quick look back then and saw that they had nice dress watches and that was about it.

Longines have come such a long way since then, and really stepped it up with their line up. I think a big move by them was to focus more on the tool watches that are popular with the watch people, and recent releases have been just banger after banger. The notable for me has been the Spirit Zulu in 39 and the new 2023 Conquest. These blow Tudors options out of the water, and I think they might even threaten Omega's options. I mean neither Tudor nor Omega could figure out how to make compact travel GMT?

I think Longines always had a good vintage inspired line up, but I think they also stepped it up here in the recent years as well. The obvious one to note is the sector dial, but that anniversary model is also stunning.

There's also many things to love from their more older line up too. They have built these great models that went under the radar until now and I think the recent glow up that Longines went through will highlight some of these older models to new audience. The notable for these older model for me is the Lengend Diver, the A-7 Slanted Monopusher Chronograph, and the Calendar Chronograph from the Master Collection.

It seems like Longines is being brought up to challenge Tudor, and in my opinion they are already winning this fight.

[–] Numerator999@alien.top 1 points 10 months ago (1 children)

I'm a fan, and I own one (Longines Presence, 18 kt quartz dress watch). I've had it a while and it keeps great time and looks great to me. And, at 6mm thick it's half as thick as my TAG Aquaracer and more than half as thick as my Garmin fenix 7SS.

But I'm also a fan of their general designs and looks. Over the past 5 years, the gravity towards some of the market leaders (Rolex, Omega, Tudor) has just made their respective pricing absurd. They all tell time and date. It's TIME to look at other brands for inspiration. I'd propose it's an opportunity for brands like Longines to grab the segments that just can't spend what's asked for a Rolex or Omega.

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[–] HaliBUTTsteak@alien.top 1 points 10 months ago

The Spirit 40mm prestige edition is my everyday watch. It’s great.

[–] DynavapAddict@alien.top 1 points 10 months ago
[–] improvthismoment@alien.top 1 points 10 months ago

It's a good brand, but there are no specific models that I really really want.

I would love to see something like Longine's vintage style asthmometer-pulsometer available again. The Longines 2015 Pulsometer Chronograph is also quite nice looking, but at 40mm too big. I would be interested in a true vintage style chronograph pulsometer, in a vintage size around 36mm and reasonably thin.

[–] improvthismoment@alien.top 1 points 10 months ago

I don't love the "wings" logo

[–] friscomelt314@alien.top 1 points 10 months ago

Respect for Longines. I seriously considered one earlier this year. I ended up going for a Rado (another Swatch brand) but Longines has great history, feels high quality, and has something for everyone. If you like it go for it, you can’t go wrong!

[–] uplifting_southerner@alien.top 1 points 10 months ago

Longines is classy. Its t shirt and jeans all the way to tuxedo. Something for every occasion. The Zulu and the conquest are my favorite.

[–] CulturalMachine6565@alien.top 1 points 10 months ago

Really like their HydroConquest GMTs

[–] dadbirddadbird@alien.top 1 points 10 months ago

My Spirit 37 Champagne dial is a stunner and has made me a huge fan. Love everything about it. Also loved the AD I bought from (NYC), super chill and easy process having called a week ahead. I am not a movement snob but love the chronometer certified aspect (meaning it’s plenty accurate enough for anything but F1 races). Frankly I don’t want and will never buy a Rolex, they bore me visually even if the quality is worth the money.

[–] ajs2294@alien.top 1 points 10 months ago

They have some nice designs at a fair price point. Only downside to the few I’ve tried on is they are quite thick.

[–] honeyyybadger@alien.top 1 points 10 months ago

My Longines HC is the best watch I own build quality wise. And I also have a Datejust (from 1997) and an IWC pilot chrono (from 2017) in the collextion. It’s pretty much flawless (no dust on the dial etc.).

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