Since its launch in 2009, the Longines PrimaLuna collection has embodied the brand’s vision of feminine watchmaking: refined, poetic, and inspired by the soft glow of the moon. Its name—“PrimaLuna,” or “first moon”—was aptly chosen to capture the romance of lunar beauty. Over the years, it has become a discreet yet elegant companion for women who value timeless design.
For 2025, the new PrimaLuna returns with a refined case and dial design, and, for the very first time, an automatic movement with a moon phase and date display. This milestone reinforces Longines’ position as a watchmaker that balances heritage, innovation, and functionality.
The PrimaLuna’s case has always been defined by its harmonious curves, but the 2025 redesign brings a heightened sense of fluidity and femininity. Measuring 34 mm across and 11.6 mm thick, the polished case seems to melt into itself, its softly domed surfaces catching light from every angle. On the wrist, it exudes luxury, comfort and wearability—a crucial aspect for women who see their timepiece as an extension of daily elegance.
Variety remains central to the collection. The new models are offered in stainless steel or two-tone steel and gold, with rose or yellow gold accents gracing the bezel and crown. For those seeking a touch of bling, the steel model is also available with a bezel set with 58 brilliant-cut diamonds. It’s a detail that makes the watch transition effortlessly from the office to evening occasions.
Among the eight debut models, the standout is one with a celestial blue mother-of-pearl dial framed by a bezel set with 48 carefully graduated sapphires—the first use of gemstones in a PrimaLuna bezel. The result is not flamboyance, but a lesson in restraint: a watch that glows with quiet confidence, echoing the brand’s DNA that true elegance is subtle, low-key.
One of the defining features of the updated PrimaLuna is its wide variety of strap and bracelet options. Fully aware that women would like to mix and match the watch with their current mood or style, they now have the luxury to choose between alligator leather straps in blue, red, or burgundy color options, each one adding its own personality, or a polished steel bracelet composed of short, domed, half-moon links.
The dial variations further enrich the collection. Options include classic silver sunray with bold Roman numerals, or luminous white and blue mother-of-pearl dials accented by 14 diamond indices. In all models, the moon phase display sits proudly at six o’clock, now joined by a refined pointer date, and accompanied by slim baton-style hour and minute hands.
For the first time, the PrimaLuna moon phase models are powered by the Longinesexclusive Calibre L899.5 (ETA A31.L91), a movement developed especially for the brand. Outfitted with a silicon balance spring, it resists magnetism and ensures long-term stability. The 72-hour power reserve enables the watch to be set aside for an entire weekend without losing time.
The 2025 PrimaLuna is more than a watch, it is a companion for the rhythms of contemporary life. Its versatility means it pairs as easily with a tailored office outfit as a silk evening dress. Its sapphire or diamond accents offer just the right sparkle for special occasions, while its mechanical movement ensures it will be cherished for decades to come, perhaps even passed down as a modern heirloom.
A celebration of contrasts, the Longines PrimaLuna invites women to embrace both their elegance and strength. This philosophy is embodied in the brand’s Ambassador of Elegance, Jennifer Lawrence, who lends her natural sophistication to the campaign. Known for her authenticity both on and off screen, the Academy Award-winning actress is a fitting face for a collection that balances grace with substance.
