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One hour into BaselWorld on the opening day, Longines launched its new sport collection in a dramatic manner. Giant screens displaying the Longines logo dropped from the ceiling to provide the backdrop for athletes to illustrate the message of the new collection, which is 'to go faster, further, higher and deeper than before'.
The brand has a history of more than 125 years of timing sports events, but the new collection marks a new chapter for Longines.
At the launch, Longines president Walter von Kanel said sport had become a part of everyone's lives, be they professionals or amateurs. He said it was a lifestyle linked to emotions and a personal or collective quest for performance by 'bringing people together from around the world, seeking to go beyond their limits'. The new sport collection honoured all those who sought through sport to live life to the full, he said.
'At the same time the collection plays upon the values of the Longines brand, its refinement, classicism and elegance linked to dynamism and modernity.'
Mr Von Kanel said the collection provided a big challenge for the brand in Asia and especially in the mainland, which is the brand's biggest market.
Hong Kong already had a fairly good sports watch market but there was room to improve its sales of those watches in the China market where consumers still preferred simpler watches, he said.
The new sport collection takes its inspiration from the sporting heroes that have left their mark in history and which the brand hopes will inspire new generations of sportsmen and women.