We talk with Matthias Breschan, who came to Istanbul for the opening of Longines’ first boutique in Turkey, about Longines’ heritage, the role of lady’s watches in their collections, and recent innovations.
Since you took over as CEO in 2020, what changes have occurred at Longines under your directon?
Firstly, I believe it is crucial for a CEO to adapt to the brand they join. When I came to Longines, I considered what had made the brand so strong in the past and what I needed to do to ensure it remained strong in the future. The first thing I saw was that the brand’s long-standing heritage was a key pillar. I also noticed that the collection was well-balanced between classic and sports watches, as well as men’s and women’s watches, which is one of the brand’s most important aspects.
Joining Longines allowed me to explore the brand’s rich heritage. For example, I discovered that Longines was the first to produce GMT and flyback chronograph movements. Drawing inspiration from these historical milestones, we developed new in-house movements with silicon balance springs. Last year, we designed a GMT movement with an independent adjustment of the hour hand from the minute hand.
This year, we introduced the Majetek, which reminds us of Longines’ rich history and shows that the rotating bezel actually comes from aviation rather than diving. Another significant watch we introduced this year is the Spirit Flyback. What sets the Spirit Flyback apart is that it offers such a complex movement at a price segment of 5,000 Swiss francs.
Longines is known for the motto “Elegance is an Attitude.” Based on this, I’d like to ask about the lady’s watches in your collections.
We are one of the few watch brands with a distinctive approach to lady watches. In my opinion, many brands produce lady watches by simply taking a men’s watch and shrinking the case. However, Longines stands out in women’s watch production. Our most important lady watch collections include PrimaLuna, Dolce Vita, La Grande Classique, and Master Collection. At Longines, we allocate equal attention to both men’s and women’s watches.
Can you summarize Longines’ DNA in a few words?
Elegance, horology, tradition, and performance. Coco Chanel once said, “Elegance is when the inside is as beautiful as the outside.” We strive to create this with our watches in the world of high horology.
You have opened your first boutique in Turkey. Can you tell us about this new boutique?
As you mentioned, this is Longines’ first boutique in Turkey. We are thrilled to have a space in Istanbul where we can share Longines’ rich history in aviation, diving, and equestrianism. As I said before, there are many lesser-known aspects of Longines’ history, and we are excited to share all this with watch enthusiasts and collectors in Turkey.
What are your thoughts on the watch market in Turkey?
I believe the watch industry in Turkey, particularly with young customers, has grown significantly in recent years. This is partly due to the young watch enthusiasts’ interest in vintage watches. The younger generation has discovered that watches are a highly sustainable accessory and that they can be used for many years, even a lifetime.
What are your views on the near future of high horology?
I am convinced that the vintage watch trend will remain with us for a long time. Vintage watches are not a passing trend. They are also closely related to the DNA of Swiss watches. For brands like Longines, which have deep roots, the vintage watch trend holds significant importance. We design by looking at our rich heritage and drawing inspiration from it.
