The new Longines Master Collection is presented through the Home of Elegance, a campaign that brings together all the brand’s Ambassadors of Elegance within a shared environment. In this setting, Kate Winslet, Eddie Peng, Jennifer Lawrence, Henry Cavill, Zhao Liying and Yosh Yu are united naturally, gathering under one roof in a space that reflects a sense of warmth, authenticity and effortless style. The Home of Elegance becomes more than a backdrop – it is a place of connection, where personalities, cultures and expressions of elegance come together effortlessly.
Within this environment, the ambassadors engage with quiet ease, each embodying their own interpretation of elegance while contributing to a collective sense of harmony. Their presence reinforces the idea that elegance is not singular, but shared – a dialogue shared by authenticity, where individuality converges around a common expression of enduring values.
Within this setting, the Longines Master Collection appears as a natural extension of these values, timepieces that have become icons of craft and distinction, where precision, structure and refinement come together with clarity. The watches are seamlessly woven into this intimate universe, reinforcing the connection between personal expression and timeless design. Here, the ambassadors and the watches exist in a quiet conversation, each reflecting the other as shared icons of elegance within the Home of Elegance.
The Longines Master Collection has long stood as a defining expression of Longines’ watchmaking identity – a line where technical precision meets timeless elegance. Created in 2005, it was conceived as a synthesis of the brand’s heritage, merging emblematic design elements drawn from across its history. Among these, the distinctive Arabic numerals – inspired by the Longines Weems Second-Setting Watch of 1928 – lend the collection a sense of historical continuity while reinforcing its strong visual identity. Since its introduction, it has embodied the brand’s commitment to craftsmanship, offering refined complications and classical design codes that resonate across generations, and expressing the fundamental values at the heart of Longines’ identity.
With this complete redesign, the collection enters a new chapter shaped by continuity and transformation. Rather than departing from its foundations, this evolution refines and reinterprets the elements that define it: the centrality of the dial, the harmony of proportions, and the balance between function and aesthetic clarity. The introduction of new case constructions, concave bezels and reworked guilloché dials signals a deliberate progression towards greater openness, lightness and depth.
This expanded collection, spanning multiple sizes and complications – from essential three-hand models to moonphase chronographs and monopusher executions – reflects a broader understanding of modern elegance. It responds to contemporary expectations of comfort, versatility and precision, while preserving the understated sophistication that has always defined the line.
Presented within the Home of Elegance, alongside the brand’s Ambassadors, the Longines Master Collection asserts its place not simply as a continuation of a legacy, but as its renewed expression. Rooted in heritage yet attuned to the present, it stands as a modern interpretation of a Longines signature: a collection that evolves with its time while remaining unmistakably true to its character.
Discover the collection today at Longines on Level 1.
