Longines has a long history at Chadstone and this is an ideal location to showcase the brand in its entirety. Chadstone appeals to a broad range of consumers, as does Longines. Longines Chadstone Boutique is in the newest Longines concept – one of the first in the world after the Geneva I love the new elements that make the space feel more lifestyle driven. The brand was conscious of making it feel aspirational and luxurious but warm and inviting. I love the increased use of blue, the wall niches to display specific collections, the blue lozenge padded panels in the signature wall and the ribbed blue in the shop facade. It appeals to a younger demographic as well as existing customers. It is an elegant, understated space reflecting the Longines tagline – ‘Elegance is an Attitude’. It also allows us to showcase collections using cushion displays and drawer storage behind the units. This ensures the store looks clean and elegant rather than cluttered. From the first day, consumers have responded so positively and embraced the new space. Longines’ broad range of products perfectly reflects our brand heritage and elegance while appealing equally to men and women. The products in our new collections appeal to generations X, Y, and Z and traditional customers. My favourite pieces and collections include: 1. The Longines DolceVita – a perennial favourite for ladies. We now have quick-switch coloured straps, in addition to bracelet options and options in gold and diamonds. 2. In 2022 we launch HydroConquest, one of our bestselling lines, in a 39mm size. This size is unisex. I love a diving watch that will fit my wrist! 3. The Longines Master Collection – an elegant model in the Master collection range, perfect for casual or dress wear. 4. Longines Evidenza, a collection I feel is so underrated in the Australian market. Classic and elegant. 5. Longines Spirit Zulu Time – I love the green ceramic bezel, tan strap and amazing movement. An upcoming direction is the use of Longines’ exclusive in-house movements. Longines invented the GMT [Greenwich Mean Time] movement in a wristwatch in 1925, and before that in 1908 in a pocket watch. This technology is used in Longines’ Spirit Zulu Time, a high-end GMT movement supported by spectacular design details including an anthracite dial, applied Arabic indices and a ceramic bezel. It is an exceptional piece. I feel proud to work for a brand that develops such technical and innovative movements. We look forward to rolling out this new concept to all points of sale in the coming year.
