American actress Jennifer Lawrence is joining in on a presentation that pulls the brand's DolceVita women's watch line into focus. Image credit: Longines
Swiss watchmaker Longines is engaging an Academy Award-winning talent and friend of the house in a new campaign.
American actress Jennifer Lawrence joins in on a new round of content featuring the brand’s DolceVita timepieces, as the presentation pulls the automatic women’s watches into focus. Longines brand’s newest A-list addition to an impressive “ambassador of elegance” lineup is engaging with a quarter-century-old creation.
Lawrence x Longines
Ms. Lawrence’s brand ambassador appointment made waves toward the tail end of 2022 — Longines’ current campaign marks the pair’s first joint effort of the new year.
After publicly aligning with the star in November of 2022, a subsequent marketing release touched down on global feeds. Now, touting unified messages and a unique product line, both brand and muse are back for more.
“Modern elegance is about being your true self,” Ms. Lawrence says, within the video's first few seconds.
Ms. Lawrence dons Longines' DolceVita collection in a new campaign video
“Set your own expectations,” she declares next.
“Don't let other people set them for you.”
Retailing for $3,500, a diamond-quartz watch made of stainless steel from the label's DolceVita collection is affixed upon the star's wrist for the video's duration. Throughout, the actress embodies elegance as an attitude, evading confidence and couth, two characteristics that underscore the house's decision to work with her.
“Jennifer has the ability to imbue every character she plays with reality and authenticity, and off-screen, this translates into an elegance that is both natural and relatable,” said Matthias Breschan, CEO of Longines, of the appointment, in November 2022.
“She is an inspiration to girls and women of all ages and we are proud to welcome her to the Longines family.”
The representative appears to have adjusted to the Longines standard.
Charismatic, sophisticated, and playful: the Longines Dolcevita pairs perfectly with our Ambassador of Elegance Jennifer Lawrence. #EleganceisanAttitude #LonginesDolceVita #JenniferLawrence #Actress pic.twitter.com/VGtUwXTjlc
— Longines Watch Co. (@Longines) April 17, 2023
Ambassador aside for a moment, heritage also plays a crucial role in the brand's ongoing storytelling exercise, one which continues to highlight its many historic feats.
At its start, Longines made history in 1889 with a legal “first.” The registration of the company's winged hourglass emblem marked the establishment of the world's oldest trademark of not just the watch world, but of any kind.
The house's watchmakers are additionally responsible for another title, as Longines was one of the first brands based in Switzerland to mechanize the production of its early chronographs and divers.
Opting to tap the actress with many accolades stands in alignment with a rich, distinguished brand history, a fact that both parties seem keenly aware of.
“Longines has long been synonymous with timeless elegance, which to me, can be defined as a quiet powerfulness met with grace and confidence,” said Ms. Lawrence, of the November 2022 appointment.
“As a native Kentuckian, I’ve always associated Longines with the Derby and the embodiment of tradition.”
Ambassadors for all
Launched in 1997, Longines’ chronograph line has since received a few updates, most notably marked by the arrival of new colorways.
With the exception of a few variations involving diamonds and disparate bands, the rectangular style's foundational design has largely gone unaltered since its introduction.
Here, a subtle merchandising strategy tracks, considering a 190-year-long track record of excellence (see story), backed by consistent values and a set of strong Swiss roots.
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Other ambassadors vary, from Swiss showjumping rider Edouard Schmitz in December 2022 to British actor Regé-Jean Page in September 2021 (see story), and even longtime partner and American actress Kate Winslet, who was appointed in 2010.
Regardless of respective accomplishments or career eras, all representatives hold the Longines ethos of elegance close.