As Longines continues to grow its presence around the world, Patrick Aoun, Chief Executive Officer of the Maison, speaks with a clear sense of what the brand stands for and where it is headed. Across collections such as the Master Collection, Spirit, and Ultra-Chron, Longines remains rooted in elegance, authenticity and timeless design, while continuing to evolve in ways that feel relevant today. In this conversation with The Time Place Magazine, he reflects on the values that guide the brand, the role of innovation, and the kind of emotional connection Longines hopes to create with every new novelty.
How do you ensure value, credibility, and desirability grow together as the brand expands its reach?
We grow value, credibility and desirability by staying uncompromising on product excellence and consistent in our positioning and customer experience. When these pillars move together, the brand strengthens naturally.
Looking across collections such as the Master line, Spirit, and Ultra-Chron, what do you see as the essential elements of Longines’ DNA that must always be protected, regardless of trends?
We never chase trends: we interpret them in ways that stay true to our heritage and values. We focus on creating watches that are elegant, authentic, and timeless.
When you greenlight a new collection, what are the non-negotiables that must be present for you to give final approval?
It has to reflect our core values of elegance, tradition, and performance, while showcasing impeccable craftsmanship and quality. It should honour our heritage but also feel relevant today. And above all, it needs to create an emotional connection.
How do you decide which innovations should become core to the brand’s long-term identity, and which remain more niche expressions within the portfolio?
Innovation is meaningful only when it serves our identity. At Longines, technology is never an end in itself: it is a way to reinforce the elegance, precision and ease of use that have defined the brand for nearly two centuries. Our role is to integrate innovation with intention: every technical advancement must enhance the wearer’s experience while staying true to our aesthetic codes. This is why we focus on innovations that bring real value, such as improved precision, greater reliability or enhanced comfort on the wrist. We work closely with specialised teams across the brand and the Swatch Group to explore advanced materials and anti-magnetic components, always to elevate our timepieces without compromising the timeless design language that makes them unmistakably Longines. In short, we innovate to stay relevant, but we do so in a way that strengthens our heritage rather than overshadowing it.
Looking at Longines’ 2026 novelties as a whole, what unifying idea or intent connects this year’s releases?
Elegance.
Which 2026 novelty best represents where Longines is heading over the next five to 10 years?
The new HydroConquest shows the direction we’re taking at Longines: reinforcing our leadership in our price segment while staying true to our identity and our slogan, “Elegance is an attitude.” For me, it’s about creating collections that are relevant and thoughtfully designed, as well as maintaining the highest standards of quality. This collection captures that vision perfectly: timeless, elegant, and unmistakably Longines.
The Master Collection Year of the Horse brings together heritage, symbolism and modern watchmaking. What story did you want this piece to impart about Longines today, and where the brand is heading in 2026?
This model celebrates the Year of the Horse, but it’s also a tribute to Longines’ long-standing bond with the equestrian world, which spans more than 150 years. This watch reflects our heritage while showing Longines as a brand that is galloping forward: dynamic, innovative, and full of energy. Our Ambassador of Elegance, Yosh Yu, embodies this spirit beautifully in our new campaign dedicated to this timepiece.
You collaborated with Peon Xu and the Peon Art Museum for the Year of the Horse. How do cultural collaborations shape Longines’ ability to be both local and global?
Collaborations like this help us remain both global and local at the same time. They allow us to celebrate local artistic heritage and cultural symbolism, while expressing the timeless elegance and technical expertise that define Longines everywhere in the world.
You’ve led growth in the Middle East, Southeast Asia and India. How is Indonesia different from its regional neighbours from a product and retail perspective?
Asia is key to Longines’ growth, and Indonesia is no exception, with strong demand for our watches. We are committed to providing an exceptional customer experience, reflecting the elegance and values of Longines at every touchpoint.
How do you balance targeting collectors and younger audiences who discover watches through influencers and social media platforms?
At Longines, we see collectors and younger audiences as overlapping groups: many young people today are watch collectors themselves. We focus on heritage, craftsmanship, and the timeless appeal of our watches, which speaks to both longtime enthusiasts and those discovering the brand. At the same time, social media, ambassadors and influencer collaborations help bring our watches to life in a modern, relatable way, highlighting style, versatility, and everyday wear. The goal is always to stay true to Longines’ elegance and authenticity, so every experience feels consistent
Beyond sales and market share, what other metrics will tell you, personally, that you are succeeding at Longines?
My priority is simple: to strengthen our position as a leader in our price segment while staying true to our identity and our slogan, “Elegance is an attitude.” This involves the introduction of strong collections, cutting-edge quality, close collaboration with our partners, and impeccable customer experience.
When you think about the future of Longines, what excites you most about the journey ahead?
It’s a real honour and responsibility to lead a brand with such a rich heritage. With nearly 200 years of history, Longines has a unique place in the world of watchmaking. What I enjoy most is finding the right balance between timeless elegance and thoughtful innovation, so our watches are perfectly suited to today’s wearer.
