Longines Opens its World’s Largest Flagship Store at Macau City of Dreams (Macau City, Китай)
Longines, the Swiss watch brand with more than 175 years of history in traditional watchmaking, opens its world’s largest flagship store at Macau City of Dreams. In addition, the brand celebrates the 120th anniversary of the registration of its logo with a themed exhibition. Ambassador Aaron Kwok officiates the opening ceremony, arriving in a grand spectacle surrounded by numerous bodyguards, he easily catches the attention of everyone in the mall.
Longines Largest Flagship Store in the World Located at Macau City of Dreams
Two models presenting timepieces from the Longines PrimaLuna Collection kicked off the grand opening celebrations. Ambassador Aaron Kwok, together with Mr Juan-Carlos Capelli, Longines International Head of Marketing; Mr Kevin Rollenhagen, Member of the Extended Management Committee of the Swatch Group; Mr David Charles, Managing Director of DFS Hong Kong Division and Mr Greg Hawkins, President of Macau City of Dreams; cut the ribbon to declare the official opening of the flagship store. Gold and silver lions danced wishing the Longines flagship store prosperous business.
The flagship store adopts the new “elegant wave” concept store design which is pure, timeless and classic. Approximately 1,100 sq ft in size, the store exudes comfortable warmth with a well-lit interior and spacious outlook. The clean white walls create instant freshness, while the curved wall projects a seamless integration that is elegant and soothing. The showcases that line the curved wall breathe vitality into the store, capturing the spirit of innovation and excellence. The store’s lighting system accentuates the sparkles of the diamonds and the details of the timepieces, showing the watches off to their best advantage. Soft, illuminating lighting creates a state of equilibrium and the overall ambiance of the store. Vertical visuals running the length from the floor to the ceiling display Longines on-going advertising campaigns. Striking and visually impactful, they are part of the planned synergy that provides a stronger brand recall. The clever use of different color and materials help to differentiate the Elegance / Watchmaking Tradition area and the Sport area. Housed in steel showcases with dark nabuka and black marble on the floor, the display signifies the resilience and durability of the Sport collection. The Classics on the other hand, are housed in lacquered wood, beige nabuka and marble flooring, underlining the elegance and timeless appeal of the collection.
Themed Exhibition Celebrating Longines’ 120th Anniversary of the Registration of its Logo
After the ribbon cutting ceremony, Aaron Kwok moved to the entrance of the lobby in the basement of Macau City of Dreams, where the themed exhibition celebrating Longines’ 120th anniversary of the registration of its logo was installed. Together with Mr Juan Carlos Capelli, they activated a giant Longines logo – a winged hourglass – to declare the exhibition officially open. Aaron Kwok then led guests on a tour of the exhibition.
Longines has celebrated the 120th anniversary of the registration of a logo that the famous St. Imier watchmaker still uses today. Protected since 1889 in Switzerland (FOIP), this factory trademark comprising a winged hourglass and the name Longines is the oldest of its kind still active, in its original form, in the international registers kept by the World Intellectual Property Organisation (WIPO). To mark the 120th anniversary of its logo, the brand has organised a themed exhibition in Macau City of Dreams. The exhibits include historical models as well as the development of a logo, its symbolism and the creation of a watchmaking tradition. The exhibition is open to the public every day from 24 October until 31 December.
The St. Imier watch manufacturer has also published a short study of the history and the challenges involved in creating the Longines brand from the point of view of the registration of a logo dating from 1889 that is still in use today. Finally, Longines has created two limited series of watches, under the designation Longines Heritage Retrograde, each numbered from 1 to 120, as a fitting tribute to a logo that has been protected since 1889.
