Longines Prima Luna Collections

By John McLaughlin on October 22, 2010 Tweet

As part of the Swatch stable these days, it is hardly surprising to find Longines taking a page out their parent’s marketing book and trying to be all things to all women. To put it more chivalrously, that translates into producing collections that run the gamut from the more affordable to the more expensive and that range in style from the simple to the ornate.

The question is ‘do they carry it off?’: and with the Prima Luna collection, it is safe to say they do. Here is a collection that moves seamlessly from high-end jewellery watch to a more simple luxury timepiece, offering the same basic style and elegantly refining the design as the price point moves up the scale.

So, the line features watches with identically sized round cases and jewellery-style bracelets, but that also range from polished steel models as simple as a nurse’s watch to gold timepieces ringed with diamonds and with diamonds as hour markers.

This is a somewhat younger and more exotic line than DolceVita, and its brand ambassadors have been chosen to match - Taiwanese model Chi Ling Lin and India’s Miss World-turned-actress Aishwarya Rai Bachchan.

Tags: longines, prima luna, chi ling lin, aishwarya rai bachchan