Longines CEO Matthias Breschan Discusses Continuing Legacies With Haute Time
In July of last year, Matthias Breschan took over the helm of Longines. The brand, founded in 1832 in the Swiss town of Saint-Imier, is a true success story. Combining high quality with good design and excellent value for money, Longines has been capturing the hearts of watch enthusiasts for almost two centuries. Haute Time talks with Mr.Breschan about this great legacy, but also what the future has in store for the brand.
Haute Time: You became CEO of Longines in 2020 but were at the helm of Hamilton for seven years and Rado for nine. How is Longines different from those two brands?
Matthias Breschan: I entered the watch industry in 1996, when joining the Swatch Group. I have to say I have always been fascinated by the watch universe, as it is one of the only sectors that builds on its traditions to go further and innovate.
Hamilton, Rado and Longines are very different brands but all of them can count on the industrial power of the Swatch Group, providing state of the art technologies and synergies to the brands.
Longines stands out thanks to the unique richness of its history, which is almost 190 years old, meaning that the brand went through three centuries and created breaking-through innovations in the watch industry. It’s not just a simple marketing slogan, but a reality. Its archives and its historical timepieces are priceless treasures that one can discover in the Longines Museum, located in the company’s factory.
HT: As a person, what are your sources of inspiration?
MB: I draw my inspiration from people around me, from different locations, different industries, and cultures. Having an open spirit is key when taking decisions.
HT: What do you consider the greatest asset of Longines?
MB: As already mentioned, our brand’s history is an invaluable asset. Our brand has always been based in the Swiss village of Saint-Imier and all its successive leaders were committed to preserve its heritage. Of course it’s not a question of limiting ourselves to our history, but of using it as a springboard to ensure the pursuit of innovation, both technical and aesthetical, which has always been the driving force of the brand.
Besides, what has made Longines’ success is the balance between classic and sport watches as well as the balance between men and women watches. The 2021 novelties perfectly reflect this mix and we are looking forward to unveiling more in the coming months.
HT: We are currently in unprecedented times with the COVID-outbreak. What is the impact of this on Longines, and how are you managing the situation?
MB: If 2020 had one merit, it would be to have fostered creativity, especially in terms of communications. Our world is complex and continuously evolving, together with our habits. Today, online market has become essential to reach customers, including in the luxury sector. In this regard, we have adapted our ways of doing business and have developed our corporate e-commerce websites, which accounted for almost 10% of our global sales in 2020. By the end of 2021, we plan to have implemented e-commerce in all remaining countries where we have subsidiaries.
If we look at the figures for the months of January, February and March, we can say that 2021 has got off to a good start. If 2021 performs at a level equal to 2019 – we won’t use 2020 as a comparative indicator – it would be extremely positive. Even though there is still too much uncertainty with the current worldwide situation, we want to stay positive.
HT: What would you like to achieve as CEO in the next five years?
MB: Today, Longines is an extremely strong and healthy brand. My vision and strategy can be summed up in three words: heritage, innovation and continuity. Today, together with the teams, we want to take the brand even further, where we have never been. In order to lead this evolution, we will have to evolve, innovate and stay curious. Besides, we can count on our long watchmaking expertise and heritage, as well as on the industrial power of the Swatch Group, as already mentioned, to achieve our goals.
More generally, Longines is a global brand and is established in over 150 countries. We are confident that our products and values will allow us to continue growing and developing all over the world and maintaining our position of leader in our price segment (1000-4000 USD).
HT: Of the recently introduced watches, is there one you are particularly fond of, and why?
MB: For this first semester, we have launched new variations in our timeless collections, La Grande Classique de Longines and Longines DolceVita. A new entry in the “Watchmaking Tradition” segment with the LONGINES SILVER ARROW, which is a reinterpretation of a watch from the 1950s, very close to the original model. On the “Sport” segment side, a new version of The Longines Avigation BigEye in titanium with a grained and shaded petrol blue dial and a natural brown leather strap, new two-tone (Steel and yellow or pink PVD) variations of the HydroConquest and new versions of The Longines Legend Diver Watch.
If I had to choose one, I would go for The Longines Legend Diver Watch, an emblematic timepiece, which is a testimony to one of the first diving watches designed by Longines. Starting in 1937, Longines’ history of waterproof watches and diver’s timepieces is filled with technical achievements. The first Longines’ civil diving watch was launched in 1958 and several other watches of this type were developed during the 1960s. The first reedition of The Longines Legend Diver Watch was released in 2007. This year, we propose blue or brown shaded dials, thus bringing a new look to this model I particularly like.
