At this stage, it offered a diverse range of both rectangular and circular cased models, all built to the highest possible standard. Longines became a stylistic powerhouse in the 1920s and 30s, heavily influenced by the art deco movement that was very much in fashion during that period. Of all the first generation officers’ watches from this era, those by Longines are some of the most exceptional in terms of quality, offering a grade of movement finishing that exceeds that found on similar pieces by the other major houses at the time. In common with almost all the other major brands, Longines first added gentleman’s wristwatches to its range during World War I when officers serving in the trenches embraced the concept of an easily accessible timepiece carried on the wrist rather than one buried on the person under layers of uniform. Imier, making it an older concern than either Omega or Rolex. The company has a remarkable history going back to 1846 when it was founded in the Swiss town of St.
To return to our comparison with classic motorcars, vintage Longines models, which once held Ferrari status, oddly now command prices that we’d associate with lesser luxury marques like Jaguar or Mercedes.Įvery ingredient is there that should have made Longines the most desirable of all the vintage watch houses. This is very, very unusual and it is difficult to think of any other product, in any area of antiques, where the same obvious undervaluation has occurred. The relative position of Longines to Rolex and Omega in the vintage watch marketplace today has shifted from the place it occupied in the first instance. In the years between the two World Wars, Longines was a more expensive and more prestigious brand than both Rolex and Omega, yet today, its vintage watches can be bought for substantially less than those of its two competitors. An incredible 92% of the respondents replied that in this situation, they would own a Longines. In 1913, a study was commissioned by the New York Times that asked the public which brand of luxury watch, among various other things, they would prefer if price was not a consideration. Longines is the exception to this almost universal rule.
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