For nearly two centuries, Longines has built a reputation as one of Switzerland’s most respected watchmakers, blending timeless elegance with technical excellence. Established in 1832 in Saint-Imier, Switzerland, the Maison has consistently upheld its philosophy of tradition, performance, and refined craftsmanship. Beyond creating distinguished timepieces, Longines has earned worldwide recognition through its longstanding role as an official timekeeper for prestigious sporting events and its partnerships with international sports federations. Today, as part of the Swatch Group, the brand’s iconic winged hourglass emblem is present in more than 130 countries, symbolising precision, heritage, and enduring style.
In Indonesia, Longines continues to strengthen its presence through Time International, one of the country’s leading luxury retail companies. Founded in the 1960s and now managed by its second generation, Time International has become a trusted curator of premium watch, fashion, and lifestyle brands. The company manages an extensive portfolio of mono-brand boutiques alongside renowned multi-brand retail concepts such as The Time Place, INTime, and Urban Icon. As one of the prestigious brands under Time International’s management, Longines benefits from the company’s decades of expertise in luxury retail, exceptional customer service, and comprehensive after-sales support.
Marking an important milestone in this longstanding partnership, Longines has officially expanded its Indonesian footprint with the opening of its first boutique in Surabaya. Situated on the Ground Floor of Tunjungan Plaza, one of Indonesia’s most prominent shopping destinations, the boutique represents the Swiss watchmaker’s continued commitment to bringing its distinctive heritage and sophisticated retail experience closer to customers beyond the capital city.
Spanning almost 40 square metres, the new boutique has been thoughtfully designed to reflect Longines’ timeless identity while embracing a contemporary retail concept. Visitors are immediately welcomed by an elegant architectural façade featuring the brand’s signature winged hourglass logo, setting the tone for an inviting shopping experience. Large glass storefronts create an open atmosphere, allowing passersby to discover the world of Longines before stepping inside.
The interior continues this refined aesthetic through carefully selected materials, warm finishes, and sophisticated detailing that embody the Maison’s understated elegance. Every element has been curated to create an environment where visitors can comfortably explore the brand’s collections while simultaneously appreciating the craftsmanship behind every timepiece.
Beyond showcasing watches, the boutique also serves as a storytelling space that celebrates Longines’ remarkable legacy. Guests will encounter subtle design references to the brand’s enduring passions, including its historic relationship with equestrian sports, where Longines has served as an official partner and timekeeper for many prestigious competitions. The boutique also pays tribute to the Maison’s pioneering contributions to aviation, highlighting another defining chapter in its nearly 200-year history.
Further enhancing the immersive retail experience is a concierge bar inspired by the world of aviation. This distinctive feature offers visitors a welcoming setting to learn more about Longines’ heritage, innovations, and craftsmanship while enjoying a more personalised interaction with the brand. Rather than functioning solely as a retail outlet, the boutique has been designed as a destination where discovery, engagement, and appreciation for fine watchmaking naturally come together.
Customers and watch enthusiasts visiting the Surabaya boutique will also have the opportunity to discover a comprehensive selection of Longines timepieces, including the Maison’s latest HydroConquest collection, which continues to embody the brand’s commitment to combining elegant design with outstanding performance.
The opening of Longines’ first boutique in Surabaya reflects more than just an expansion of its retail network. It demonstrates the brand’s confidence in Indonesia’s growing appreciation for Swiss watchmaking and luxury experiences. The new boutique introduces the city of Surabaya and its populace to the elegance, heritage, and innovation that have defined Longines for generations, while reinforcing the Maison’s enduring promise that true sophistication never goes out of style.
