There is a certain charm in the unspoken; mysticism and intrigue that lures us, seducing us with one feeling, knowledge. Like an aura, it envelops us, changing our mood, changing our point of view as we chase energy that we are never sure of achieving. Elegance has the same magic. You can feel it when you walk into a room; like a beacon, it brings you closer to the source, and although you can’t touch itthis feeling is so overwhelming that it consumes you completely.
It’s a feeling that Swiss luxury watchmaker Longines understands innately. A master watchmaker and true artist who embodies timeless, quiet luxury, the Maison embodies elegance down to fine art. The relationship between Longines and this approach to creativity is so close that it permeates every decision of the watchmaker, down to the smallest detail. It is therefore fitting that the Maison’s guiding principle is “Elegance is an attitude”. A commitment that goes beyond a well-crafted slogan, it is a message that encourages the deepest form of self-expression – the freedom to break with traditional aesthetic codes and make room for our many individual personalities.
“I think this definition is perfectly captured in the slogan. For me, the phrase “Elegance is an attitude” is the perfect combination of internal and external elegance,” said Longines CEO Matthias Breschan.
Since its founding in 1832, Longines has been committed to these principles, and the latest addition to its long history of exceptional timepieces is no exception. Modern, dynamic yet discreet, the new Mini DolceVita from Longines is the epitome of a life well lived; and, in truth, what reflects elegance more than unbridled enjoyment of life’s simplest pleasures?
“They perfectly represent the Mini DolceVita woman. This collection is a clear expression of quiet luxury and modern elegance… these watches are not only based on a rich heritage, but are also modern models for dynamic, energetic women,” continues Brechan.
This is an approach that is easier said than done. In a world that seems to have lost its way, it often feels like time is working against us, the enemy of our schedule, preventing us from truly living in the moment. As if to challenge this notion, Longines took us to the city that never sleeps to celebrate the launch of the new 11-piece collection with Mini DolceVita ambassador and face Jennifer Lawrence during an elegant New York party at Gotham Hall.
Part of the Longines family since 2022, the Lawrence is a true reflection of the values of watchmaking tradition and elegance. The actress said it was a natural synergy and she had always been drawn to Longines’ simplistic, sleek, understated and elegant aesthetic. “This is such a historically rich company, and I have always felt that Longines products evolve with time, rather than being defined by it,” Lawrence shared.
Striving for continuity, Mini DolceVita is the latest version of a collection first launched in 1997; This was quickly followed by the introduction of “Elegance is an Attitude” in 1999, which has now become synonymous with the DolceVita collection. One of the watch’s most distinctive features is its rectangular dial, a celebration of Longines’ innovative design ingenuity. The watch company first began creating and selling this design feature back in the 1910s.
“Longines has a very long history of making rectangular clocks, which, thanks to our accounting system, began long before the design approach became popular during the Art Deco period of the 20s and 30s,” Brechan explained.
“When you look at the Mini DolceVita or even the DolceVita collections that came before it, you can see a lot of similarities between the design and construction and architecture of many of the buildings here in New York that were built in the ’20s and ’20s . 30s”.
“As you look across the city, you will see this unique combination of straight lines combined with more rounded shapes and fixtures and, of course, the iconic brick facades. The pieces in this collection have a similar structure – a signature rectangular dial with an inner circle and a brick pattern on a steel bracelet.”
In many ways, the Mini DolceVita is a reflection of the world around us – perhaps a hidden reminder to be more present? Cleverly blurring the lines between watches and jewelry, Longines has created an expertly crafted collection that feels almost like a second skin in its practicality.
“I think what I love about watches in general is their ability to function as a piece of jewelry,” Lawrence shared. “Just simplicity: I don’t try too hard or take too much time… I’ve always thought that’s the mark of an elegant woman, that effortless beauty.”
Continuing our penchant for more understated creations, the Mini DolceVita fits perfectly into the wrist cavity, complemented by a reduced profile and clean, softened lines. With a case set in 38 IF-VVS Top Wesselton diamonds (in addition to a thinner line without), and a selection of four vibrantly colored straps to choose from, it’s hard to find a watch that combines expression and elegance with the same passion.
“Today, no one buys a watch for accuracy or to tell time,” Breshan reflects.
“You buy a mechanical watch because you have an emotional connection with it. It becomes part of your personality or can express your personality or connection to the universe in a way that other watches cannot.”
You can check out the full Longines Mini DolceVita collection online or in store now.