An exclusive evening, eight watchmaking enthusiasts registered with L'Orologio Club and the premises of the new Longines boutique in Rome, the brand's first in Italy.
Among the world's top 10 watch brands by turnover, Longines was still the only one without a mono-brand boutique in Italy. Yet it is precisely our market that is historically the oldest for the Swiss manufacturer and the most loyal. Longines has the largest community of collectors and connoisseurs of the manufacture in Italy, who now finally have a meeting place. This is the new Roman boutique in Via del Corso, at number 152. It is here that On 11 July, a small group of L'Orologio Club members was invited by the brand to an evening of conviviality. In the presence of Matteo Sovera, Brand Manager Longines, who welcomed them.
During the meeting in the Rome store, which will soon be followed by an opening in Milan, guests had the opportunity to view and try on their wrist the new Conquest collection. A collection enriched in this 2024 by different dial colours and a new 38 millimetre size.
Longines and L'Orologio Club: an exclusive event for our members
During the evening, lucky members of L'Orologio Club were able to try on their wrists a preview of the new Longines models.
L'Orologio Club members were also offered the opportunity to admire and try out the new Longines models in preview. A welcome opportunity, not least because the guests had the chance to express their intention to purchase limited edition pieces, which is a preferred route for potential customers of the boutique. A playful moment was not missing, with a Longines history quiz prepared by the House trainer. The use of the official staff training app allowed guests to answer questions from smartphones.
Longines' reputation is well established in Italy, not least because of the company's chronograph tradition. The specialisation of the Longines manufacture in chronographs began with pocket watches in the late 1800s. In the era of wristwatches, the company specialised in production for the nascent aviation and armed forces. and in 1936 the calibre 13ZN was born. Which It is, of course, hand-wound (the first self-winding chronographs would arrive in 1969). The 13ZN is the first chronograph movement with flyback function, whose patent was filed by Longines on 12 June 1935 and granted on 16 June 1936. To continue the story of Longines, and For the full report on the event, please refer to the article in L'Orologio 328 (August/September 2024), while for membership of L'Orologio Club is this link to access.
