Longines watches offer the most elegant expression of the philosophy of quiet luxury.
In life story of many of us, there is often an item from an older family member that has remained as a cherished memory. A piece of jewelry crafted by a master artisan or a wristwatch that defies the years. These accessories, designed with high quality and timeless elegance, are almost an example of the concept of quiet luxury that has been trending in recent years. We can think of the style of Princess Diana of Wales, renowned for her grace, whose outfits and jewelry—far from flashy logos and ostentation—still inspire the fashion world today. Diana’s style, focused on simplicity and elegance rather than overt displays of wealth, continues to inspire fashion lovers. In April 2023, there was an approximately 373% increase in search volume for quiet luxury, which is, in fact, not all that distant from the examples we’ve given.
Popularized by the hit series Succession in recent years, quiet luxury targets consumption habits that prioritize timeless, classic, high-quality items designed to be used for many years. Quiet luxury represents a style that is minimal and understated, in contrast to the flamboyant brand logos and ostentatious displays of wealth that dominated the 1980s and ’90s. Some describe quiet luxury as a whisper, and there is no doubt that it carries a hidden elegance within.
As mentioned earlier, although the term “quiet luxury” has become more common recently, it is by no means a new concept.
On the other hand, economic turbulence is also one of the factors that has given rise to quiet luxury. According to a report by Forbes, quiet luxury, which emerged on the fashion scene during the global financial crisis of 2007-2008 (with one of its pioneering brands being the luxury French label Céline), is closely linked to economic fluctuations. As a result, the global economic downturn following the Covid-19 pandemic also played a role in the resurgence of quiet luxury in our lives. During times of economic instability, people tend to avoid purchases that display large, overt logos, while those with refined taste and education increasingly look for products where value lies not in the size or visibility of the logo, but in the high quality and classic style.
Quiet luxury consumption patterns are not only evident in fashion but also in high-end watchmaking. Given that mechanical precision, fine craftsmanship, and artisanal skill have dominated high-end watchmaking for centuries, it’s no surprise that it too aligns with the quiet luxury movement. One of the watch brands that combines both high quality and timeless elegance is undoubtedly Longines.
Founded in 1832 in the town of Saint-Imier, Switzerland, the brand has been producing timepieces with high quality and timeless elegance for nearly two centuries, establishing itself as one of the leading names in the world of fine watchmaking. With a rich heritage, the Swiss brand offers a wide range of products that cater to every era, from elegant lady’s watches to pilot’s watches. What they all share in common is the superior quality of their movements and the timeless elegance of their designs.
Since 1999, the brand has been creating timepieces with the slogan “Elegance is an attitude.” One of the best examples of this timeless elegance is seen in the Dolce Vita collection, launched in 1997. Featuring a rectangular case complemented by soft touches and Roman numerals adorning the elegant dial, the Dolce Vita watches have become a favorite among watch enthusiasts for both everyday wear and special occasions.
In fashion articles compiling iconic looks of quiet luxury, the brand’s ambassador, Jennifer Lawrence, often takes center stage, with a Longines Mini Dolce Vita on her wrist.
Jennifer Lawrence’s connection with watches began about five years ago when her husband’s brother gave her a watch that had been passed down from their father. The successful actress, who serves as the brand ambassador for Longines, has expressed her admiration for the brand’s timepieces, praising their timeless elegance. She has also mentioned that she finds the watches particularly appealing for their “quiet luxury”. For Lawrence, the greatest luxury is time itself.
Many watch enthusiasts reading these lines would likely agree with Lawrence that time, which we can never seem to keep up with, is indeed the greatest luxury. Just as we would agree with the successful actress that tracking time through the elegant Dolce Vita dial is an exquisite example of quiet luxury.
