I had the pleasure of sitting down with Longines' new CEO, Patrick Aoun, and it was an eye-opening experience. Longines, a brand with a rich history, is quietly making its mark again, and Patrick's journey with the company has given me a whole new perspective.
We met at their stunning boutique in Zurich, a beautiful 19th-century building on Bahnhofstrasse, which is one of the largest Longines stores worldwide. The space is an oasis, with an impressive display of watches and a living garden, setting the perfect tone for a brand that's on the rise.
Patrick shared his vision for Longines, and it revolves around three key pillars: professional timekeeping, instruments for pilots and explorers, and elegance. But here's the intriguing part: these pillars aren't separate entities. Longines' expertise in timekeeping and aviation instruments has led to innovative watchmaking solutions.
For instance, the rotating bezel, often associated with dive watches, actually originated from Longines' work with pilot Phillip Weems. Longines brought this innovation to the watch industry. Another example is the flyback chronograph, invented and patented by Longines in the 1930s. These historical facts highlight Longines' significant contributions to watchmaking.
The new Spirit Pilot Flyback, worn by Patrick, embodies Longines' future direction. With its perfect proportions and exclusive Longines movement, it combines luxury and functionality. This collection bridges the gap between tool watches and dress pieces, offering the best of both worlds.
Patrick's strategy is clear: he wants Longines to dominate its niche within the Swatch Group, sitting comfortably between Omega and Tissot. He believes in delivering the best value for money with top-quality movements at an unbeatable price. A basic Spirit Pilot watch starts at an affordable CHF 2,500, making luxury accessible.
When I asked about the legendary 13 ZN movement, Patrick's response was humble and insightful. He believes that luxury is an experience, not just a price tag. He wants to ensure that average consumers can enjoy the finest Swiss watchmaking, rather than chasing higher margins.
Looking ahead, Patrick is committed to respecting Longines' heritage while making it relevant for modern times. All automatic sports collection movements are Longines-exclusive, showcasing the brand's innovation. He highlighted the Ultra-Chron as a hidden gem, with its five-hertz movement and authentic vintage design.
After this insightful conversation, I feel relieved and excited. Longines has always been an intriguing brand, but now, with Patrick at the helm, I believe it's poised for greatness. His understanding of both the technical and emotional aspects of the brand is a powerful combination.
