Why Longines is so popular in China

　　Speaking ofLongines watch, many people will immediately think of words like "graceful" and "luxurious". For devoted fans, they may picture brand ambassador Eddie Peng riding horses while wearing a Longines timepiece. In European and American markets, there is no shortage of brands grander than Longines; however, in China, it seems that in the ten-thousand-yuan price bracket, no one can shake Longines' position.

　　Longines Global CEO Walter von Känel once said, "I wake up every morning and give thanks twice, because the Chinese passion for Longines has left our brand virtually unaffected while all other watch markets are shrouded in a fog." It can be seen that the development of Longines is inseparable from the Chinese people, and at the same time, the Chinese affection for Longines is extraordinary. So the question arises: why is Longines so popular in China?

Longines Master collection automatic mechanical watch L2.518.4.78.6

　　1. Establishing its reputation early on

　　If you visit the Longines manufactory, you can trace the commercial foundation of the brand's success. Although Longines is now part of the Swiss watchmaking giant Swatch Group, it is a venerable Swiss enterprise with a century-old history, authentic pedigree, and impeccable roots. In 1867, the Longines factory was officially completed, and it launched a key-wound pocket watch that won a grand prize at the Paris International Exposition that same year. Since then, every Longines watch has been engraved with the winged hourglass logo. In 1880, Longines officially became a registered trademark in Switzerland, making it one of the oldest registered trademarks in the Swiss watchmaking industry. At the beginning of the last century, Longines won a grand prize at the World's Fair with a pocket watch named "La Renommée". Early trademark registration, rigorous management, an established early reputation, and countless awards have become the keys to Longines' success.

　　2. Rigorous watchmaking and artisanal craftsmanship

　　Renowned worldwide for its winged hourglass logo and elegant craftsmanship, Longines has shared an enduring bond with China since its inception. According to Longines' sales archives, a treasured, yellowed receipt reveals that the earliest Longines watch to arrive in China dates back to the year 1867, when a merchant named Jos. A. Meyer sold a Longines watch in Guangdong, China. In the early 20 century, Longines specifically produced a batch of watches for Chinese railway institutions, featuring a locomotive motif on the dial or case back. In contemporary newspaper advertisements, these were referred to as "Longines locomotive watches". At that time, the brand recognition and prestigious image of Longines in the hearts of the Chinese people made it a representative brand among Swiss watches. Our ancestors were infatuated with Longines back then, which is why the Chinese people hold profound emotional ties to the brand.

　　Behind the success of Longines lies not only elegant aesthetics and strict craftsmanship, but also a rigorous corporate culture. For instance, to this day, Longines still preserves the mechanical data for all its watches. This means that even a watch produced 150 years ago can have its relevant data found here. Even more remarkably, watchmakers a hundred years ago already set aside necessary repair parts for these watches. Just think, how could such a rigorous watchmaking enterprise not be successful?

　　3. The celebrity effect

　　Many famous people have worn Longines, and none is more renowned than the scientific genius Albert Einstein. Einstein once owned a Longines watch, which was later put up for auction and eventually fetched a staggering sum of nearly 60 US dollars. In the Chinese market, Longines has favoured Eddie Peng, who embodies the ultimate "yuppie" style. Radiant, masculine and well-built, Eddie Peng is hugely popular among young fans. In recent years, films starring him such as "Helios", "Cold War II" and "Operation Mekong" have received widespread acclaim. It is also worth mentioning that in "Cold War II", Eddie Peng and another Longines ambassador, Aaron Kwok, both wore Longines watches, delivering a brilliant duel of acting skills that left fans thrilled. Additionally, Longines' brand ambassadors include Lin Chiling. It is safe to say that Longines makes massive investments in advertising; in large shopping malls, you can see omnipresent Longines advertisements everywhere! The powerful combination of film, television and outdoor advertising has forged the "Longines effect" in China.