Longines

What Longines does

Longines is a Swiss luxury watch manufacturer founded in 1832 in Saint-Imier, Switzerland, and is wholly owned by Swatch Group Ltd. The company designs and produces mechanical and quartz timepieces for men and women, organized into six principal collections — Master (flagship dress watches with chronograph, moonphase, and GMT sub-lines), Conquest and HydroConquest (sport and dive watches), Spirit (pilot watches including Zulu Time, Flyback, and Chronograph), Elegance (PrimaLuna, DolceVita, Record, La Grande Classique), and Heritage (Legend Diver, Ultra-Chron, Pilot Majetek). All automatic movements feature proprietary silicon balance-springs for anti-magnetic resistance and precision, and select lines carry COSC chronometer certification, with a 5-year warranty on automatic models.

The technology base is centered on in-house and ETA-exclusive calibres (L888.6, L896.5, L899.5, L844.5), silicon balance-spring technology applied across the automatic portfolio, and the proprietary Longines Tracking System used at equestrian events. Pricing spans entry-level quartz dress watches at roughly $1,300 up to 18k gold limited editions at $16,450, positioning Longines in the accessible luxury segment below Omega but above Tissot within the Swatch Group hierarchy.

The business operates a hybrid go-to-market model combining owned retail boutiques (SoHo NYC, Austin, Hyderabad, Bengaluru, Glasgow), a global authorized dealer network across 130+ countries, direct e-commerce on longines.com with free two-day shipping, and a dedicated Amazon Luxury Storefront in the United States launched in February 2026. Marketing is anchored by long-tenured equestrian sport sponsorships (Royal Ascot since 2007, Kentucky Derby, FEI Jumping World Cup, Hong Kong International Races for 14 consecutive years) and celebrity brand ambassadors including Jennifer Lawrence, Henry Cavill, and Sara Ali Khan. Revenue is generated predominantly through one-time hardware sales, supplemented by after-sales service, and is not separately disclosed; figures roll up into Swatch Group's consolidated reporting.

Name

Longines

Legal name

LONGINES Watch Co. Francillon Ltd.

Website

https://longines.com

Company type

Private

Founded year

1832

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Longines is a Swiss luxury watch manufacturer founded in 1832 and headquartered in Saint-Imier, Switzerland, wholly owned by Swatch Group Ltd. It designs mechanical and quartz timepieces across dress, sport, dive, pilot, and women's collections, selling through owned boutiques, an authorized dealer network in 130+ countries, direct e-commerce, and Amazon Luxury to affluent individual consumers worldwide.

Ownership category

akta.pro rank

Product category

Luxury Watches

NAICS

Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Luxury Mechanical Watches (CRAKADAA)

akta.pro secondary industries

Sports/Dive/Aviation Tool Watches (CRAKADAE), Luxury Quartz Watches (CRAKADAB), Watch Repair & Movement Service (CRAKALAE)

Keywords

• Swiss luxury watches
• Automatic mechanical watches
• Dive sport watches
• Aviation pilot watches
• Heritage dress watches

Headquarters

HQ city

Saint-imier

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Luxury Watch Sales: Longines generates revenue primarily through the direct sale of luxury timepieces via owned retail boutiques, e-commerce platform, Amazon Luxury Store, and authorized dealer networks. Revenue is predominantly one-time hardware (watch) sales, supplemented by after-sales service, maintenance, and strap/accessory sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Longines designs, manufactures, and sells Swiss-made luxury mechanical and quartz watches for men and women through six core collections: Master Collection, Conquest/HydroConquest, Spirit, Elegance, and Heritage. All automatic movements feature proprietary silicon balance-springs for anti-magnetic precision, with select collections COSC chronometer-certified. Watches are distributed in over 130 countries via owned boutiques, direct e-commerce, the Amazon Luxury Store, and authorized dealers, with prices ranging from approximately $1,300 to $16,450.

Product overview

Longines is a Swiss luxury watchmaker founded in 1832, headquartered in Saint-Imier, Switzerland, and a member of the Swatch Group. The company operates a unified portfolio of mechanical and quartz timepieces organized across six main collections: the Master Collection (flagship dress watches with complications including chronograph, moonphase, and GMT); the HydroConquest and Conquest lines (sport/dive watches with GMT and chronograph variants); the Spirit collection (aviation-inspired pilot watches including Zulu Time, Flyback, and Chronograph sub-lines); and the Elegance collection (women's watches including DolceVita and PrimaLuna). Heritage collections preserve vintage-inspired designs including the Legend Diver and Pilot Majetek. The portfolio spans price points from entry-level quartz (~$1,300) to precious metal limited editions (~$16,450), with movements featuring silicon balance-springs for enhanced precision and magnetic resistance. Longines distributes through owned boutiques, authorized dealers, and the Amazon Luxury platform across over 130 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Master Collection: Flagship collection embodying horological craftsmanship and timeless elegance, featuring classic dial designs and mechanical movements.
• Master Collection Chronograph
• Master Collection Moonphase
• Master Collection GMT
• HydroConquest
• HydroConquest GMT
• Conquest
• Conquest Classic
• Conquest Chronograph
• Spirit
• Spirit Zulu Time
• Spirit Flyback
• Spirit Chronograph
• DolceVita
• PrimaLuna
• Legend Diver
• Record
• EVIDENZA
• Flagship
• Heritage
• Ultra-Chron
• La Grande Classique
• Elegant Collection

Products and services

• Longines Master Collection Flagship dress watch collection embodying horological craftsmanship and timeless elegance, featuring silicon balance-springs for precision and magnetic resistance. Available in sizes 30-42mm with various dial options.
• Longines HydroConquest Dive watch collection combining modern design with sporty elegance and water resistance up to 30 bar (300m). Available with automatic or quartz movements, unidirectional bezel, screw-in crown, and screw-down case back.
• Longines HydroConquest GMT GMT variant of the HydroConquest dive watch offering dual time zone functionality with water resistance up to 30 bar (300m), powered by an exclusive Longines calibre with silicon balance-spring and magnetic field resistance.
• Longines Conquest Everyday sport watch collection that was the first Longines collection to have its name protected by the Swiss Federal Intellectual Property Office in 1954. Combines contemporary design with sporty elegance.
• Longines Spirit Pilot watch collection inspired by explorers, combining traditional aviators' watch features with modern horological technologies. All movements equipped with silicon balance-springs and chronometer-certified by the COSC.
• Longines Spirit Zulu Time GMT watch typifying the brand's century-old expertise in timepieces with multiple time zones. Named after the first Longines dual time zone wristwatch from 1925. Features bidirectional rotating bezel with ceramic insert, COSC-certified movement.
• Longines Spirit Flyback Pilot chronograph with flyback complication, combining traditional aviation watch features with modern horological technologies. All movements equipped with silicon balance-springs and chronometer-certified by the COSC.
• Longines DolceVita Elegance collection featuring a rectangular case design, representing timeless elegance in the Longines women's watch portfolio. Available in Mini DolceVita and Longines DolceVita variants.
• Longines PrimaLuna Women's watch collection featuring moonphase complications and feminine elegance across multiple visual variants. Flagship model set with diamonds and sapphires, powered by the exclusive Longines calibre L899.5 with refined 34mm case proportions.
• Longines Legend Diver Vintage-inspired sports watch collection echoing the original model from 1959. The Legend Diver 59 model features a 42mm case running on the L888.6 caliber movement made by ETA exclusively for Longines.
• HydroConquest Sylt Edition Limited edition dive watch released as part of Longines' fifth consecutive summer pop-up presence on the German island of Sylt. Two models (39mm and 42mm), each limited to 300 pieces, featuring blue-white design, stainless steel construction with silicon hairspring, and 30-bar water resistance.
• Conquest Heritage Central Power Reserve 38mm Heritage sub-collection featuring a central power reserve display. The 38mm version features a light blue opaline dial and is powered by an L896.5 automatic movement with a 72-hour power reserve.
• Spirit Pilot and Spirit Pilot Flyback Aviation watches released for International Women's Day 2026, highlighting Longines' heritage with pioneering women aviators. Feature refined design with technical innovations including a silicon balance spring and chronometer certification.
• Longines Master Collection GMT GMT complication sub-collection within the Master Collection. Exclusive GMT models in 18-carat yellow gold or 18-carat rose gold, each limited to 500 pieces. Powered by an exclusive Longines calibre equipped with silicon balance-spring and resistant to magnetic fields.
• Longines Master Collection Moonphase Moonphase complication sub-collection within the Master Collection. Meticulously crafted models featuring moonphase complication, exemplifying enduring style and technical excellence. Available in sizes 34mm to 42mm with various dial options.
• La Grande Classique de Longines Ultra-thin classic dress watch collection representing timeless elegance in an ultra-slim profile. Available in stainless steel and Yellow PVD variants.
• Longines HydroConquest Exclusive Edition Captivating edition of the HydroConquest available in 39-mm and 42-mm, offered in distinctive variants that stand apart from the core collection while maintaining sporty elegance and technical excellence.
• Longines Conquest Classic Refined sub-collection within the Conquest line, representing the elegant everyday watch with sporty elegance. Exuding a harmonious blend of audacity, contemporary design, and sporty elegance.
• Longines Conquest Chronograph Chronograph sub-collection within the Conquest line. Each watch showcases Longines' commitment to performance and horological excellence. Powered by an exclusive Longines calibre equipped with a silicon balance-spring.

Quantifiable outcome

• 5-year warranty on all automatic timepieces powered by silicon balance-spring movements
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor, flagship and core.

• Phoenix Market City (Bengaluru)minorChannel Partner/ Reseller/ Distributor · 10 August 2026Longines opened its third Indian boutique at Phoenix Market City in Bengaluru, inaugurated by brand ambassador Sara Ali Khan. The retail partnership represents Longines' continued retail expansion in the Indian market.
• Domain Northside (Austin, Texas)minorChannel Partner/ Reseller/ Distributor · 1 July 2026Longines opened a new boutique at Domain Northside in Austin, Texas in July 2026, expanding its US retail footprint on Rock Rose Avenue.
• The Strings Omotesando (Tokyo)minorGTM or Marketing Partner · 30 June 2026Longines partnered with The Strings Omotesando venue in Tokyo to launch a pop-up event from July 11 to August 26, 2026 featuring three exclusive drinks inspired by its HydroConquest dive watch line. Available at the TIME NEST BAR LOUNGE and Cafe & Dining ZelkovA spaces, with collaboration drinks priced at 1,400–1,900 yen. Guests received exclusive coasters and Longines mini gifts.
• Inorbit Mall (Hyderabad)minorChannel Partner/ Reseller/ Distributor · 29 April 2026Longines opened its second Indian boutique at Inorbit Mall in Hyderabad on April 28, 2026, with Sara Ali Khan as chief guest. The event featured a fashion show showcasing the PrimaLuna collection at the mall's atrium.
• Churchill Downs / Kentucky DerbyflagshipStrategic or Co-development Partner · 1 January 2026Longines serves as a Signature Partner of the Kentucky Derby, providing VIP hospitality experiences including access to The Mansion (exclusive sixth-floor VIP enclave), private betting windows, luxury lounges, fine dining, and close-up views of both the Kentucky Oaks and Derby Day races. The 152nd Kentucky Derby took place on May 2, 2026.
• FEI / Longines FEI Jumping World Cup FinalflagshipStrategic or Co-development Partner · 1 January 2026Longines serves as title partner of the FEI Jumping World Cup Final, held at Dickies Arena in Fort Worth, Texas in April 2026. The event featured 15 Olympians and 15 of the world's top 40 jumping riders from 19 countries, organized by the Split Rock Jumping Tour with the Fort Worth Sports Commission. Also hosted the Zen Elite FEI Dressage World Cup Final at the same venue.
• Longines Global Champions Tour and Longines Global Champions LeaguecoreStrategic or Co-development Partner · 1 January 2026Longines serves as title partner of the Longines Global Champions Tour and Global Champions League, elite international show jumping circuits. Rider Íñigo López de la Osa Franco competed through two years on the Tour to qualify for the FEI Jumping World Championship, helping the Monaco Aces team secure sixth place in the Global Champions League standings.
• Brockhaus JewelryminorChannel Partner/ Reseller/ Distributor · 16 December 2025Brockhaus Jewelry in Norman, Oklahoma became an authorized dealer of Longines watches in December 2025. The family-owned jewelry retailer also hosted an exclusive Watches, Whiskey, and Wine event on October 3, 2025 featuring Longines collections to market to select customers.
• Hong Kong Jockey Club / Hong Kong International RacesflagshipStrategic or Co-development Partner · 1 January 2025Longines marked its 14th consecutive year as Title Partner and Official Timekeeper at the Hong Kong International Races 2025, timing all four Group 1 races at Sha Tin Racecourse from December 8-14. James McDonald received the Longines World's Best Jockey Award at the event. The brand also unveiled the Master Collection Year of the Horse limited edition (2,026 pieces) at this event.
• Ascot Racecourse / Royal AscotflagshipStrategic or Co-development Partner · 1 January 2007Longines has been an official partner of Ascot Racecourse since 2007, serving as Official Partner, Official Time Partner, and Official Watch. The brand utilizes its proprietary Longines Tracking System for real-time race data and participates in official prize-giving ceremonies, reinforcing its equestrian heritage at one of the world's most prestigious horse racing events.
• Swatch GroupcoreOthers · 1 January 1832Longines is a member of the Swatch Group, the world's largest watch group. The parent company provides corporate structure, group-wide procurement, and shared services, while Longines operates as an independent brand within the conglomerate.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Breitling: Swiss accessible-luxury watchmaker with comparable aviation/pilot heritage (Spirit collection overlap), COSC-certified in-house movements, and similar global boutique and authorized dealer distribution.
• Baume & Mercier: Richemont-owned Swiss accessible-luxury watchmaker directly comparable in price band (entry ~$1,000–$5,000), dress watch focus (Clifton vs. Master Collection), and distribution strategy.
• TAG Heuer: LVMH-owned Swiss watchmaker competing head-to-head with Longines in accessible-luxury sport and dive segments. Comparable pricing, COSC-certified movements, and motorsports/heritage branding.
• Tissot: Swatch Group sibling brand and the most direct peer, both Swiss-made and both targeting accessible-luxury price points globally through authorized dealer and boutique networks. Direct overlap in mechanical/quartz dress and sport watch categories.
• Rado: Swatch Group sibling brand focusing on accessible-luxury design-led watches (ceramic materials, modern aesthetics). Direct overlap in the mid-price dress watch segment with similar global authorized dealer distribution.
• Hamilton: Swatch Group sibling with American-heritage positioning and comparable aviation/dress/sport lineups (Khaki vs. Spirit). Direct competitor in the $500–$2,500 accessible price tier and shared ETA movement supply.
• Tudor: Rolex sister brand explicitly named by Longines as the primary HydroConquest competitor. Both serve the accessible-luxury sports/dive segment with in-house mechanical movements at similar price tiers.
• Certina: Swatch Group sibling with overlapping Swiss-made accessible-luxury positioning, similar sport/dive collections (DS Action vs. HydroConquest), and shared group-wide service infrastructure.

Broad incumbents

• IWC Schaffhausen: Richemont-owned Swiss watchmaker with comparable pilot and dress watch lines (Spirit vs. Pilot's Watch, Master Collection vs. Portugieser). Overlapping price band and premium positioning one tier above Longines.
• Omega: Swatch Group's flagship luxury brand and Longines' direct upward sibling. Overlapping product portfolio (dress, sport, dive) but with a higher price ceiling, broader brand recognition, and shared R&D/movement infrastructure.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/longines
• Xx.com/longines
• Facebookfacebook.com/Longines
• LinkedInlinkedin.com/company/longines-watch-co--francillon-ltd-

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Longines