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, 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 retailer

‘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.’

 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.

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! 

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.’ 

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.