Luxury brands choose their ambassadors very carefully. Rolex often collaborates with famous athletes. This year, another Swiss brand, Longines, has set its sights on working with a well-known British actor. Could there be a better image-building partner than Superman? This sentence is a joke, of course. After all, the actor has a much larger body of work and a huge fan base. On the other hand, an invitation from a luxury brand to collaborate is also an ennoblement. Henry Cavill is an ambassador for Longines. What does this cooperation look like now?
Is the new face a change in the Swiss brand’s marketing strategy?
The choice of Henry Cavill as Longines ambassador is generating interest both in the world of luxury brands and among the actor’s fans. Cavill, known for his roles as Superman and the Witcher, embodies elegance and classic masculine style, which harmonizes with Longines’ philosophy. Some marketing experts view the move as a natural extension of the brand’s existing strategy, which emphasizes sophistication and timelessness.
Others point out that Longines, by including a figure with such a strong pop-cultural influence as an ambassador, may be trying to attract a younger audience, for whom luxury is not just a tradition, but also a contemporary lifestyle narrative. As a result, the move is seen as thoughtful – no revolution, but with a fresh touch that can broaden the brand’s customer base.
Henry Cavill ambassador for Longines – details of cooperation
Henry Cavill joins an elite group of Longines ambassadors. Among them are world movie stars such as Jennifer Lawrence and Kate Winslet, and sports legends such as Mikaela Shiffrin and Marco Odermatt. The British actor’s collaboration with the Swiss brand is based on shared values – elegance, precision and timeless style. Cavill, known for his roles as Superman and The Witcher, embodies charisma and classicism. These qualities resonate perfectly with the Longines philosophy. As part of the collaboration, the actor will not only appear in the brand’s advertising campaigns, but will also visit the historic headquarters in Saint-Imier. There he will have the opportunity to explore 200 years of watchmaking heritage.
Longines stresses that the choice of Cavill is not only a marketing decision, but also a tribute to his style and authenticity, which fit with the brand’s slogan: “Elegance is an attitude” – “Elegance is a way of being.”
Longines 2025 – new models and offerings
In 2025 Longines continues its tradition of introducing elegant and precise watches. Therefore, the new models lightly combine classic design with modern technology. Among the novelties are refreshed versions of the Master Collection, characterized by subtle guilloche dials and slender envelopes, which will appeal to lovers of traditional watchmaking. In addition, the brand plans to expand its line of sports watches, such as the Conquest and HydroConquest, introducing models with new functions and materials to meet the expectations of active wearers. Longines CEO Matthias Breschan has expressed an ambition to reach a turnover of two billion dollars by 2025. This demonstrates the brand’s dynamic growth and its drive to strengthen its position in the luxury watch market.
Luxury News Editor
Joanna Baran
Source:longines.com
Company: Longines
