THE HISTORY OF LONGINES: PIONEERS OF SPIRIT - AUGUST 2022 NEWS article hero image

THE HISTORY OF LONGINES: PIONEERS OF SPIRIT - AUGUST 2022 NEWS

Longines Watch History

Since the brand's inception in 1832, the Longines watch brand has devoted itself to three key principles: tradition, elegance and performance. This commitment to excellence has once again continued with the recent release of the Longines Spirit Pioneer Edition Watch, a model that pays homage to the very beginnings of the Longines brand identity. As a proud Longines retailer in Sydney, we take a look back at this history through an archive of J Farren-Price newspaper advertisements from nearly 70 years ago!

John Farren-Price with Longines Old Photograph

(John Farren-Price, pictured front left)

Founded in Saint-Imier, 1832

Founded nearly two centuries ago in 1832, watch brand Longines has historically been the right-hand man to legendary pioneers as they conquered air, land and sea. In 1878, the brand produced its first device for timing sport events: a chronograph pocket watch with a monopusher crown. Since its creation, the brand has continuously worked to improve the accuracy, precision and functionality of its timepieces.

Knowing the true tenacity of the Longines spirit, it is no surprise that they created the first wrist chronograph in 1913, followed by the first high-frequency pocket chronograph (ticking at 36,000 beats an hour) in 1929. In 1954, Longines released the first electronic quartz-clock. Soon to be followed by the first quartz-wristwatches in 1969

Longines at J Farren-Price

J Farren-Price (formerly Farren Price) was founded by pioneer John Farren-Price in 1942. Young John set out to acquire agencies for popular Swiss watch brands, and soon was an official Longines retailerThree J Farren-Price Longines Newspaper Advertisements

It’s the watch which holds the best results for timing achieved by a wrist watch at the Observatories of Neuchatel, Geneva and Kew-Teddington, England…’ 

On May 31st, 1953, the Sunday Sun presented Longines as ‘The World’s Most Honoured Watch!’. It was the invention of the quartz clock that led to these achievements – a set of impressive new records for accuracy. The watch, with 17 jewels and 9-carat gold case, was available through Australia’s Watch Specialist: Farren Price.

When the ‘World’s Most Honoured Watch’ makes a Waterproof, it’s news!’ 

On October 19th, 1953, the Daily Telegraph celebrated Longines once more, with the announcement of their first Waterproof watch. The Longines reputation continued to grow as the brand released a range of new functions, designs and special offers. The Longines waterproof watch was a big announcement, with multiple newspaper advertisements celebrating its arrival in Australia.

On July 7th 1954, The Sun advertised the ‘very newest’ Longines designs, arrived directly from St. Imier and available for purchase at, of course, Farren Price. The brand had consistently proven their excellence and commitment to technical perfection: ‘To date Longines has won 10 World’s Fair Grand Prizes and no less than 28 Gold Medal awards and is honoured by the world’s observatories for exceptional accuracy.’

Three J Farren-Price Longines Old Newspaper Advertisements

 On the 29th July, 1954, the Daily Mirror was one of many newspapers advertising the special release of the Longines ‘Matched Duet’ in 18 carat gold - the perfect gift for a loving pair. 

The arrival of some new ladies Longines watches at Farren Price was announced in the Sun-Herald on September 19th 1954, with watches in stainless steel, micron gold or 18 carat gold!

With an immense focus on the precision of their timepieces, Longines was selected by the International Aeronautical Federation as its official timepiece, as announced by the Herald on October 18th 1954.

 Two Old J Farren-Price Longines Newspaper Advertisements

On the 25th November 1954, the Daily Telegraph promoted the Longines reputation and pioneer spirit.

‘If you’re going to give a good watch this Christmas why not pay a little extra a know you’ve given the best. Longines, the World’s Most Honoured Watch.’

You may also recognise this Sydney Morning Herald advertisement from the 15th of December 1954 -  the birth of the Longines Conquest Watch, which is an iconic and highly popular model today. This was the first step towards the concept of releasing watch collections or families. Today, we sell Longines timepieces from over 19 of their collections! Three Longines J Farren-Price Newspaper Advertisements

On October 9th 1955, the Daily Truth announced that Longines as the official timekeeper for the Australian Grand Prix in South Australia. Longines with years of experience in timing world sporting events was the natural choice for this No. 1 Motor Racing classic.’

This was followed by another Daily Truth advertisement on January 19th, 1956, announcing that J. Farren-Price would be timing the South Pacific Championships with Longines’ excellent timing equipment. An exciting historical effort shared between the two brands!

‘When precision really counts, Scientists who ‘listen to the stars’ by radio telescope depend on Longines... the watch issued to the R.A.F. on all the ‘Life or Death’ missions of World Wars I. and II.’ 

Finally, we have the Sunday Truth advertisement from March 8th, 1958, highlighting the Longines excellence that led to their instruments being used by both scientists and the Royal Air Force.

Longines Factory Photo

Longines Watches Today

In 1964, Longines used their distinguished Chronocinégines to time Donald Campbell in his high-speed Bluebird II car, racing across Lake Eyre with a world record speed. Since the time of such achievements, Longines has continued to embrace their 'pioneering spirit' with the release of many new watches and collections, all of impeccable standard.

Here at J Farren-Price, we continue as a proud Longines retailer, with a vast range of their timepieces available both online and in-store.

LONGINES SPIRIT PIONEER EDITION

details

  • Materials: Titanium case. Scratch-resistant sapphire crystal, with several layers of anti-reflective coating on both sides. Screw-in crown. Black synthetic strap with buckle. Easily change your bracelet/strap thanks to the Longines interchangeable system.
  • Dial: Black matt dial with applied Arabic numerals. PVD titanium colour hands. Swiss Super-LumiNova®. Three subdials.
  • Functions: Hours, minutes, seconds and small seconds at 9 o'clock position. Chronograph mechanism: central 60 seconds hand, 30 minutes counter at 3 o'clock and 12 hours counter at 6 o'clock. Chronometer certified by the COSC. Water resistant to 10 bar.
  • Power Source: Calibre L688.4. Self-winding mechanical movement beating at 28'800 vibrations per hour, with a monocrystalline silicon balance-spring power reserve of approximately 66 hours.
  • Diameter: 42.00mm.
REF: L3.829.1.53.2 $6,750 MAKE AN ENQUIRY

THE LONGINES 1832

details

  • Materials: Stainless steel crown and bezel. Glass is scratch-resistant sapphire crystal. Beige alligator strap with buckle. Transparent case back with sapphire crystal.
  • Dial: Beige mother-of-pearl dial set with 12 Top Wesselton VS-SI diamonds, for atotal of 0.060 carats. Blued steel hands.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 3 bar.
  • Power Source: Self-winding mechanical movement beating at 28'800 vibrations per hour, with a monocrystalline silicon balance-spring power reserve of approximately 45 hours.
  • Diameter: 30.00mm.
$3,775 MAKE AN ENQUIRY

LONGINES ULTRA-CHRON

details

  • Longines Ultra-Chron Box Edition.
  • Materials: Steel case. Glass is scratch-resistant sapphire crystal, with several layers of anti-reflective coating on both sides. Screw-in crown. Unidirectional rotating bezel. Screw-down case back. Brown young cow leather on face of strap, brown calf leather on back, with buckle.
  • Dial: Black dial with applied indexes and silvered polished hands. Swiss Super-LumiNova®.
  • Functions: Hours, minutes and seconds. Water-resistant to 30 bar.
  • Power Source: Self winding mechanical movement beating at 36'000 vibrations per hour, with a monocrystalline silicon balance-spring power reserve of approximately 52 hours. Calibre L836.
  • Diameter: 43.00mm.
REF: L2.836.4.52.8 $6,025 MAKE AN ENQUIRY

LONGINES EVIDENZA

details

  • Materials: Tonneau shaped stainless steel case. Glass is scratch-resistant sapphire crystal, with several layers of anti-reflective coating on the underside. Stainless steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Silver dial with painted Roman numerals and silvered polished hands. Date window at 6 o'clock position.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 3 bar.
  • Power Source: Self-winding mechanical movement beating at 28'800 vibrations per hour. Calibre L592. Power reserve of approximately 45 hours.
  • Diameter: 26.00 x 30.60mm.
REF: L2.142.4.76.6 $3,575 MAKE AN ENQUIRY

LONGINES DOLCEVITA

details

  • Materials: Rectangular stainless steel case with 18ct pink gold crown. Glass is scratch-resistant sapphire crystal. Stainless steel and 18ct rose gold cap 200 bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: White dial with painted Roman numerals and indexes. Pink hours, minutes and small seconds hands.
  • Functions: Hours, minutes and small seconds at 6 o'clock. E.O.L. Water resistant to 3 bar.
  • Power Source: Quartz. Calibre L176.
  • Diameter: 23.30 x 37.00mm.
$3,450 MAKE AN ENQUIRY

LA GRANDE CLASSIQUE DE LONGINES

details

  • Materials: Stainless steel case. Glass is scratch-resistant sapphire crystal. Stainless steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Green dial set with 12 Top Wesselton VS-SI diamonds, for a total of 0.081 carats. Silver polished hours and minutes hands.
  • Functions: Hours and minutes. Water resistant to 3 bar.
  • Power Source: Quartz. Calibre L420.
  • Diameter: 29.00mm.
$2,400 MAKE AN ENQUIRY

THE LONGINES ELEGANT COLLECTION

details

  • Materials: Stainless steel and 18 carat rose gold case. Case set with 52 Top Wesselton IF-VVS diamonds, for a total of 0.353 carats. Glass is scratch-resistant sapphire crystal. Transparent case back with sapphire crystal. Stainless steel and 18ct rose gold cap 200 bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: White mother-of-pearl dial set with 12 Top Wesselton VS-SI diamonds, for a total of 0.026 carats. Black and rose gold hours, minutes and seconds hands. Date window at 3 o'clock position.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 3 bar.
  • Power Source: Self-winding mechanical movement beating at 28'800 vibrations per hour. Calibre L592. Power reserve of approximately 45 hours.
  • Diameter: 25.50mm.
REF: L4.309.5.88.7 $7,750 MAKE AN ENQUIRY

THE LONGINES MASTER COLLECTION

details

  • Materials: Stainless steel case. Scratch-resistant sapphire crystal. Transparent case back with sapphire crystal. Stainless steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Silver 'barleycorn' dial with painted Arabic numerals and blued steel hands. Central 60 seconds hand, moon phase display with 12 hours counter at 6 o'clock and 30 minutes counter with day and month display at 12 o'clock.
  • Functions: Hours, minutes, small seconds with 24 hours indicator at 9 o'clock. Date indicated by the half moon central hand. Moon phase display at 6 o'clock. Column Wheel Chronograph. Water resistant to 3 bar.
  • Power Source: Self-winding mechanical movement beating at 28'800 vibrations per hour. Power reserve of approximately 66 hours. Calibre L687.
  • Diameter: 40.00mm.
REF: L2.673.4.78.6 $5,775 MAKE AN ENQUIRY

LONGINES PRIMALUNA

details

  • Materials: Stainless steel case. Scratch-resistant sapphire crystal, with several layers of anti-reflective coating on both sides. Stainless steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Green dial set with 11 Top Wesselton VS-SI diamonds as hour markers, for a total of 0.044 carats. Silver polished hours, minutes and seconds hands. Moon phase display at 6 o'clock position.
  • Functions: Hours, minutes, seconds, date and moon phase. E.O.L. Water resistant to 3 bar.
  • Power Source: Quartz. Calibre L296.
  • Diameter: 30.50mm.
$2,550 MAKE AN ENQUIRY

LA GRANDE CLASSIQUE DE LONGINES

details

  • Materials: Stainless steel case. Scratch-resistant sapphire crystal. Stainless steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Bordeaux dial set with 12 Top Wesselton VS-SI diamonds as hour markers, for a total of 0.081 carats. Silver polished hours and minutes hands.
  • Functions: Hours and minutes. Water resistant to 3 bar.
  • Power Source: Quartz. L420.
  • Diameter: 29.00mm.
$2,400 MAKE AN ENQUIRY

HYDROCONQUEST

details

  • Materials: Stainless steel case with ceramic bezel. Scratch-resistant sapphire crystal, with several layers of anti-reflective coating on both sides. Unidirectional rotating bezel. Screw-in crown. Screw-down case back. Stainless steel bracelet with double safety folding clasp and integrated diving extension.
  • Dial: Sunray grey dial with applied Arabic numerals and indexes. Pink hours, minutes and seconds hands. Swiss Super-LumiNova®. Date window at 3 o'clock position.
  • Functions: Hours, minutes, seconds and date. Water resistant to 30 bar.
  • Power Source: Self-winding mechanical movement beating at 25'200 vibrations per hour. Calibre L888. Power reserve of approximately 72 hours.
  • Diameter: 39.00mm.
$3,325 MAKE AN ENQUIRY

LA GRANDE CLASSIQUE DE LONGINES

details

  • Materials: Round yellow PVD coating case. Scratch-resistant sapphire crystal.
  • Dial: White dial with black painted Roman numerals. Black hours and minutes hands. Stainless steel and yellow PVD coating bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Functions: Hours and minutes. Water resistant to 3 bar.
  • Power Source: Quartz. Calibre L420.
  • Diameter: 36.00mm.
$2,450 MAKE AN ENQUIRY

THE LONGINES MASTER COLLECTION

details

  • Materials: Round stainless steel case. Scratch-resistant sapphire crystal. Transparent case back with sapphire crystal. Stainless steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Sunray blue dial set with 12 Top Wesselton VS-SI diamonds, for a total of 0.034 carats, as hour markers. Silver polished hours, minutes and seconds hands. Date window at 3 o'clock position.
  • Functions: Hours, minutes, seconds and date. Water resistant to 3 bar.
  • Power Source: Self-winding mechanical movement beating at 28'800 vibrations per hour. Calibre L592. Power reserve of approximately 45 hours.
  • Diameter: 25.50mm.
REF: L2.128.4.97.6 $3,850 MAKE AN ENQUIRY

THE LONGINES MASTER COLLECTION

details

  • Materials: Stainless steel case. Scratch-resistant sapphire crystal. Transparent case back with sapphire crystal. Brown alligator strap with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Silver "barleycorn" dial with painted Arabic numerals. Blued steel hours, minutes and seconds hands. Date window at 6 o'clock position.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 3 bar.
  • Power Source: Self winding mechanical movement beating at 25'200 vibrations per hour. Calibre L888. Power reserve of approximately 64 hours.
  • Diameter: 38.50mm.
$3,475 MAKE AN ENQUIRY

CONQUEST HERITAGE

details

  • Materials: Stainless steel case. Hesalite crystal. Screw-down case back. Black leather strap with buckle.
  • Dial: Sunray silver dial with applied indexes. Gilt hands. Date window at 12 o'clock position. Swiss Super-LumiNova®.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 3 bar.
  • Power Source: Self-winding mechanical movement beating at 28'800 vibrations per hour. Calibre L633. Power reserve of 38 hours.
  • Diameter: 35.00mm.
REF: L1.611.4.75.2 $2,125 MAKE AN ENQUIRY

HYDROCONQUEST

details

  • Materials: Stainless steel case and ceramic bezel. Scratch-resistant sapphire crystal, with several layers of anti-reflective coating on both sides. Screw-down case back. Screw-in crown, Unidirectional rotating bezel. Black rubber strap with double safety folding clasp and push-piece opening mechanism.
  • Dial: Sunray black dial with applied Arabic numerals and indexes. Gilt hands. Date window at 3 o'clock position. Swiss Super-LumiNova®.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 30 bar.
  • Power Source: Self-winding mechanical movement beating at 25'200 vibrations per hour. Calibre L888. Power reserve of approximately 72 hours.
  • Diameter: 41.00mm.
$3,325 MAKE AN ENQUIRY

LA GRANDE CLASSIQUE DE LONGINES

details

  • Materials: Stainless steel case and red gold PVD coating case, crown and bezel. Scratch-resistant sapphire crystal, Stainless Steel bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Black lacquered polished dial, Dial set with 12 Top Wesselton VS-SI diamonds, for a total of 0.081 carats indexes, Pink hands.
  • Functions: Hours and minutes. Water-resistant to 3 bar.
  • Power Source: Quartz.
  • Diameter: 37.00mm.
$2,725 MAKE AN ENQUIRY

LA GRANDE CLASSIQUE DE LONGINES

details

  • Materials: Stainless Steel and red PVD coating case, crown and bezel. Glass is scratch-resistant sapphire crystal, Stainless Steel and red PVD coating bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Sunray brown dial, Dial set with 12 Top Wesselton VS-SI diamonds, for atotal of 0.081 carats. Pink hands.
  • Functions: Hours and minutes. Water-resistant to 3 bar.
  • Power Source: Quartz.
  • Diameter: 29.00mm.
$2,750 MAKE AN ENQUIRY

CONQUEST CLASSIC

details

  • Materials: Stainless steel and 18 karat pink gold cap 200 crown and bezel. Glass is scratch-resistant sapphire crystal. Stainless steel and 18 karat pink gold cap 200 bracelet with triple safety folding clasp and push-piece opening mechanism.
  • Dial: Blue dial, applied indexes. Pink hands.
  • Functions: Hours, minutes, seconds and date. Water-resistant to 3 bar.
  • Power Source: Quartz.
  • Diameter: 29.50mm.
$1,925 MAKE AN ENQUIRY

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