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 CĂ©line), 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 .
