Longines’ Ambassador of Elegance, Jennifer Lawrence, stars in the new Primaluna collection campaign.
By The Time Place Magazine
For a modern-day woman such as Jennifer Lawrence, the pursuit of a staple luxury timepiece may become difficult. Given the multiple hats she wears, an equally exquisite yet functional novelty is needed to accompany her through meetings and even red carpet events. After revisiting a timeless novelty, Longines has found the answer in the form of the new PrimaLuna, a series of watches that were crafted to accompany women through life’s bountiful journeys.
Starring Ambassador of Elegance Jennifer Lawrence in its campaign, the new PrimaLuna has raised the bar for women’s luxury watches whilst still preserving the brand’s longstanding heritage. As it enters a new era, Longines catches the public’s fancy by fusing the model’s timeless silhouette with all-rounded functions and décor.
Like a short yet sweet poem, the new PrimaLuna is the epitome of uncompromising power masked in a delicate frame. At 34 mm in size, Longines provides a myriad of variations that could either be used for a night out or even in business settings. Adding to the appeal of the 2009 model, Longines makes its first bold move by channelling refined elegance through an innovative case. Crafted out of stainless steel, the renowned luxury watchmaker explored various décor that would enhance the PrimaLuna’s beauty. For one, Longines introduces not only entirely stainless steel variations but also 18-carat rose gold- or yellow gold-capped models. For more special occasions, a mesmerising variation lined with a diamond-studded bezel, and another with an enchanting blue sapphire-studded bezel, have also been added to the collection. These are equipped with a complementary stainless steel bracelet or alligator leather straps.
Beyond its domed sheath, the new PrimaLuna offers unique dials that may spark the start of a new trend. Longines’ emblematic hourglass winged logo can be seen spreading its wings against the petite dial made of mother-of-pearl or sunray silver. For its extraordinary edition, Longines presents a breathtaking celestial blue dial that complements its sapphire-studded bezel. As seen in the campaign, the novelty mirrors the enchanting starry night and captures the beautiful reflections of light. In this case, the dial is speckled with 14 sparkling diamonds that simultaneously act as hour indicators. The soft glisten of the mother-of-pearl dial is complemented by the high contrast moon phase display at 6 o’clock. As the sun sets to reveal the stars, a delicate hand turns to indicate the date marker that orbits the moon phase.
For the first time in PrimaLuna history, the automatic moon phase complication is joined by a practical date display, powered by the Longines’ exclusive L899.5 automatic calibre with silicon balance spring technology. Prior to these new additions, this exemplary moon phase complication has never been used in prior PrimaLuna models. Though compact in nature, it provides the novelty astonishing precision as well as magnetic field resistance. In terms of durability, the complication has a 72-hour power reserve and water resistance of up to 30 meter or 3 bar. In addition to the moon phase automatic models, Longines also teases the launch of other automatic and quartz variations in the coming months.
With the unveiling of the new PrimaLuna watches, Longines’ pursuit of excellence has not wavered since its establishment in 1832. For nearly two centuries, such salient characteristic has served it well on its journey to becoming a leading luxury watchmaker. Borne out of the pioneering efforts of Auguste Agassiz and Ernest Francillon, the Swiss brand has produced countless novelties geared towards a wide variety of individuals. From everyday luxuries like the Spirit or Master collections, to the glimmering DolceVita, when it comes to its crafts, Longines never ceases to break barriers in luxury watchmaking.
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