In nearly every arena of human ingenuity, 70th birthdays are cause for celebration: yet particularly so where the art-slash-science of mechanical watchmaking is concerned.
Enter Longines who, in 2024, celebrate seven decades of the Conquest – an enduring watch design imbued with such longevity that it has evolved into a whole universe of chronographs, divers, and GMTs since its introduction in 1954.
It was the first watch collection, industry-wide, to attain legal protection from the Swiss Federal Intellectual Property Office; and, today, continues to illustrate Longines’ unwavering devotion to the concept of the ultimate “everyday watch”.
RELATED: On The Blue Carpet With Regé-Jean Page – Leading Man & Longines Ambassador
I was immediately struck by how effectively Longines has stuck to this ideal when, last week, BH was among the first men’s publishers through the proverbial doors at the brand’s brand-spanking new flagship – now open on the ground floor of Westfield Sydney.
A wide swathe of guests in attendance – from ‘Ambassador of Elegance’ Barbara Palvin to Bernardo Tribolet, Longines VP of Marketing – all sported the new Conquest releases. Friends of the brand like Dylan Alcott and Sarah Ellen were also in attendance as the festivities kicked off.
Whether one’s tastes ran to the chic 34mm model in pastel-green or a 42mm chrono that exalts Longines’ history in complicated watchmaking, what stood out was the breadth of choice the individual has when buying from the current Conquest line-up. And meaningful choice at that.
Of course, the scale of Longines’ latest offering is easy to appreciate within the brand’s new Sydney boutique. Open to the public as of July, this marks its 5th foray into the Australian retail landscape.
A majority of the evening’s festivities got underway at a spectacular waterfront location in Point Piper (as you can see from the imagery throughout). Multiple live acts, a mammoth sashimi station and cleverly styled ‘nooks’ of product throughout – culminating in a late-night fireworks display – gave the event the sparkle of a really good house party.
Longines Sydney has a mixture of hard and soft talking points that leapt out to us at a glance. The location, at the corner of Market Street and Pitt Street Mall – unofficially, what watch enthusiasts refer to as “Sydney’s luxury mile” – is certain to benefit from a lot of footfall; and the brand has made efficient use of the space at its disposal.
Well-integrated displays reoccour throughout, each showcasing signature Longines collections. Exhibit A? Entering through the mall, there is a whole vitrine dedicated to vintage-inspo offerings – including the Pilot Majetek and Legend Diver.
Overall, the feeling is an inviting one – encouraging shoppers to linger and indulge their penchant for watches. This happens, in our ideal world, at the ‘Watchmaker’s Bar’: where you can accessorise your new purchase at the drop of a hat. And sip a beverage while at it.
Tribolet hopes this new Sydney flagship will become a ‘hub’ for enthusiasts and offer, in his words “an unparalleled shopping experience in a refined, modern and elegant space”.
Considering the prime location and Goldilocks footprint, we reckon he might just get what he’s asking for.
This article is sponsored by Longines. Thank you for supporting the brands that support Boss Hunting.
