On the runway to success - MCH Group

WATCHES PAGE 4
Walter von Känel, president
of Swiss luxury watch brand
Longines, tells BWDN how it is
marking its 180th anniversary,
talks about timepieces based on
its watchmaking heritage, spotlights
its strongest markets, and
tells why support of equestrian
sports is important to the brand.
BWDN: How was Longines’ business
in 2011; what do you expect
in 2012?
Walter von Känel: It was an
excellent year for the Swiss watch
industry, for the Swatch Group
and for Longines. Our aim for
2012 is to keep going on.
BWDN: Where are Longines’
best opportunities in the next 12
months?
von Känel: Greater China,
Europe and the U.S.A. are currently
the strongest markets. Our
strategies in the fields of product
development, marketing and
pricing are matching the needs of
the customers in these regions.
We are present in almost all the
countries. The BRIC countries
SATURDAY. MARCH 10. 2012
180 years of elegant performance
Successful strategies are driving Longines’ sales
Walter von Känel, president Longines.
(Brazil, Russia, India and China)
are doing well, or even very well,
except for Brazil where we have
to reconsider our strategy.
BWDN: Longines is the timekeeper
and/or sponsor of a
number of equestrian sporting
activities, including elite events
in the Middle East, China, Germany
and England. Why is this
important to the brand?
von Känel: Longines has been
active in equestrian disciplines
for many decades. We’ve cho-
sen to be involved in equestrian
events − that is, horseracing,
show-jumping and endurance races
− to stress these sports’ aesthetic
appeal and human qualities,
which dovetail with our products’
essential qualities. Furthermore,
these sports express the values of
elegance, tradition and performance
that are dear to the brand.
BWDN: In recent years, Longines
debuted a number of watches −
such as its Lindbergh Atlantic
Voyage watches − based on classic
Longines timepieces. What
new watches drawn from its
watchmaking heritage are being
shown this year?
Känel: We’ve been re-issuing heritage
pieces for quite a long time
now, and have a strong legitimacy
in this segment. As Longines is
celebrating its 180th anniversary
this year, we’re going to launch
several re-editions of heritage
pieces enhancing the rich history
of Longines.
BWDN: What else is Longines
spotlighting here?
The new dawn of pilot’s pieces
For serious pilots or weekend pilots – a host of new watches take off from the show
Pilot watches aren’t new. In fact
they have enjoyed a century of
fame − accompanying explorers
such as Charles Lindbergh
and Amelia Earnhardt on their
quests. Today’s top watch brands
offer a competitive edge with
precision and functions a pilot
may need in the field. Additionally,
most are venturing into
the world of high-tech materials
to clad these watches − making
them ever more rugged and reliable
and readable.
Breitling unveils the Chronomat
44 GMT in a new diameter. The
watch houses the COSC-certified
chronometer 04 Calibre manufactured
entirely in house by Brei-
tling. It offers hours, minutes,
seconds, date, second time zone
and third time zone on the bezel,
chronograph to ¼ of a second,
30-minutes and 12 hours, and
tachymeter bezel − all in a magnificent
44 mm stainless steel case.
New from Vogard is the Datezoner
Pilot watch − an amazing
technical functioning watch that
is the only watch to change date
and time zones via the bezel.
The date is set via the bezel
and is synchronized with the
time zones and the cities on
the bezel. The unique, patented
mechanism ensures that the date
changes automatically when the
hour hand is moved over the
The Heritage Pilot is a contemporary rendition of Alpina’s 1920s and 1930s pilot’s watches.
midnight line. The chronograph
watch offers UTC time, as well.
The entire complex movement
is housed inside a titanium case
that is ultra strong yet super light
weight. DST is automatically
accounted for in the northern
and southern hemispheres. The
world time chronograph Datezoner
Pilot watch with three
complications offers a sapphire
crystal.
Bell & Ross this year moves
strongly into high-tech materials,
unveiling the BR01-94 in
Carbon Fiber. This mechanical
automatic three-counter chronograph
with date is crafted in an
XL 46 mm carbon fiber case with
a two-tone decor and matching
strap. The black Clous de
Paris dial features luminescent
coating for easy readability.
Similarly, Hanhart unveils the
Pioneer Stealth 1882 Limited
edition watch with bicompax
automatic movement and
black ADLC coated stainless
steel case. The flyback chronograph
with tachymeter scale and
telemeter scale features a bidirectional
rotating bezel with convex
sapphire glass and antireflective
sapphire crystal.
Offering pilot timing with vintage
flair, Alpina unveils its Heritage
Pilot watch in a contemporary
rendition of the Alpina
pilot watches from the 1920’s
von Känel: We’re launching The
Longines Saint-Imier Collection −
exceptional timepieces exclusively
with mechanical movements.
These models pay tribute to Saint-
Imier, the village in Switzerland
where Longines was founded in
1832. The company has close
links with this village, where it
has developed. So, this collection
perfectly embodies Longines’ historical
values.We will also introduce
some beautiful limited edi-
and ‘30’s. The watch features a
hand-wound pocket watch calibre,
AL-435, with 17 jewels and
42 hours of power reserve. The
alluring timepiece features a
script Alpina logo on the black
dial, and a sub-seconds hand at
6:00, along with Arabic numerals
– offering supreme legibility.
It is crafted in a 50 mm case with
tion pieces dedicated to Longines’
180th anniversary in 2012.
BWDN: 2011, the Master Collection
Retrograde Moon Phase
debuted. How is the response?
von Känel: Deliveries start soon.
Based on our experience with initial
versions of The Longines Master
Collection Retrograde, we’re
convinced it’s going to be a hit!
Interview: William G. Shuster ■
Swiss luxury watchmaker Longines celebrated its 180 years of watchmaking excellence with an infor-
mative, day-long anniversary exhibition of its history staged at the Swatch Plaza on Friday, March 9.
hinged caseback that opens to
a sapphire crystal revealing the
mechanical movement inside.
Zenith’s Pilot Aéronef Type 20
is a C.O.S.C.-certified chronometer
containing the famous
5011 pocket watch calibre that
was named the most accurate
chronometer ever tested by the
Neuchâtel Observatory in 1967.
The same calibre has historically
been used in marine chronometers
and pocket watches and now
for the first time in a wristwatch
debuting at BASELWORLD.
(rn/sz) ■
Just 130 pieces of the Limited Edition
Hanhart Pioneer Stealth 1882 in black DLC
coated stainless steel will be produced.
The Zenith Pilot Aéronef Type 20
reinterprets the codes of a high-flying
success from its rich history.