The Longines Spirit release is a totally new collection this year, something that is already very exciting in and of itself, but also because it’s an entirely new chapter for the brand. Longines, just like many of the finest watchmakers in the world, slowly improve their watches over time and rarely release entirely new collections, making the launch of the Spirit collection something that deserves attention just for its rarity. But beyond this new step from the brand, the Spirit collection is a totally different offering from Longines for a number of reasons. I spoke with Matthieu Baumgartner, the VP of Marketing at Longines, about how this new collection is a first for Longines in a few ways, and where it fits into the brand moving forward, and I came away with six key points you need to know. 1. This is the first Longines collection that blurs the line between old and new “One of the key challenges behind this collection was blending heritage and contemporary. We wanted to have it distinct from the heritage segment statement of Longines, which is made of re-interpretations of milestones from the archives and the Museum of Longines. Spirit was a different project,…
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