«Uno ineffable style, capable of enchanting at first glance. The world adores Italy and Italians for that elegance which is often experienced as a feeling to be expressed in appearances, but also clearly present within oneself. This is how I would describe the essence of the Dolce Vita. An ideal that, in this collection, we have always tried to evoke.”
Jennifer Lawrence, Longines Ambassador, with a Mini DolceVIta.
The eyes of Matthias Breschan, CEO of Longineslight up during the New York celebrations with which the Swiss brand, a few weeks ago, presented the new face of its iconic watch Mini DolceVita. The Longines mantra shines in this small masterpiece of contemporary charm: Elegance is an attitude.
An invisible but immediately perceivable attitude, as underlined by Breschan himself, going back to the steps of the model Sweet life launched in 1997: fifty years after the launch of that first watch with a rectangular case which, in 1927, confirmed Longines’ expertise in the production of models with a squarer case (a novelty in the 1920s), inspired by the pure forms of Art Deco.
Longines Mini DolceVita watch with case framed by 38 IF-VVS Top Wesselton diamonds.
«The first rectangular movements created for those slender and regular silhouettes quickly became highly sought after. This love for heritage confirms how the watch is an object that has its roots in the past: something that is innovated, of course, but which can always be handed down.” Times change, in short, but style remains. It is no coincidence that the choice of the maison, as the face of the new Mini DolceVita, went towards the actress (and Ambassador) Jennifer Lawrence, defined by Breschan as the perfect expression of the strong but discreet elegance that this model embodies.
«With her, these jewel-watches reflect very well the modern concept of silent luxury: a well-defined and never exaggerated charm. The color choice? Soft pastel shades that once again represent eternal style palettes such as serene blue, ivory white, mint green or cherry blossom pink. The only exception is black and flame red for those looking for a strong and refined aesthetic.”
In addition to a classic model, Longines offers a version with a rectangular dial and silver-colored Roman numerals, characterized by decoration flinquéwhose subtle geometric patterns are imprinted with an effect guilloche, with painted numbers and blued steel hands. The small seconds hand at 6 o’clock is presented in a square sub-dial. A pursuit of excellence dear to the maison which has set many milestones on its path since 1832. The winged hourglass brand soon became a reference in horse racing timekeeping: in 1886, most New York sports judges owned a Longines chronometer. Which in the meantime, in 1880, had conquered the record of the oldest registered trademark.
The alligator straps elegantly match the color of the outer square of the rectangular dial with Roman numerals, contrasting with the guilloche-effect inner square.
In 1925 he invented the first chronograph with a second time zone and, in 1927, he created a navigation instrument imagined by pilot Charles A. Lindbergh.
Developing the first high-frequency movement for a wristwatch in 1959, a chronometer that set new records in terms of precision: not bad, remembering how already in 1914 it was the first high-frequency timing device to measure with precision of a tenth of a second.
«As soon as I arrived at Longines I immersed myself in its archives, discovering a world of wonders that were still unknown to me… probably unknown to thousands of other people! This is why we have never stopped working on excellence, carrying forward this splendid story.”
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