Longines CEO Matthias Breschan talks with Riga Ramadhan about the brand’s strategy and his goals for the years to come
Looking back on the challenges of 2020 might give some of us thoughtprovoking moments, but for Matthias Breschan, the year marked his appointment as the CEO of Longines. And despite facing a host of unprecedented challenges, under his leadership, the wingedhourglass brand has managed to turn things around and posted positive results. After only three years with the company, he wants to ensure that Longines remains relevant and appealing across generations, genders and cultures. At the same time, Breschan wants to see the brand continue to evolve by pushing the boundaries of innovation, enhancing customer experiences and leveraging technology while staying true to its heritage of timeless elegance. In short, Matthias Breschan is a man with a mission…
DAMAN: You joined Longines 37 back in 2020. How has the brand transformed under your direction?
Matthias Breschan: In my view, it’s the CEO that needs to adapt to the brand, not the other way around. Since taking the helm, I’ve focused on honoring Longines’ rich heritage while infusing a modern and dynamic approach. Over the past few years, we’ve introduced new, exciting models, paying homage to our legacy while embracing state-of-the-art technology and timeless designs. The brand’s identity has also evolved to resonate with a more diverse and younger audience while maintaining our core values of Elegance, Tradition and Performance.
DA: It’s clear that the brand’s past has been a major source of inspiration this year. Can you elaborate on this?
MB: 2023 has been a very exciting year for Longines regarding product launches. In September, we introduced our new Mini DolceVita. This model is the perfect expression of contemporary elegance and quiet luxury: with its discreet profile, classic styling and aesthetic variations that are timely and timeless, this new collection is inspired by a Longines legend created in 1927 and, of course, the original DolceVita line from 1997.
In addition to the Mini DolceVita, we introduced several major new collections this year, including the Longines Spirit Flyback and the Longines Pilot Majetek. Both models bear witness to Longines’ pioneering role in the development of tool watches. For example, not everyone knows that Longines was the first to develop the flyback movement in 1925. Nor that the rotating bezel, a key feature of the Longines Pilot Majetek, was first designed for aviation and then used in diving watches and was also introduced by the brand in the 1920s.
DA: Overall, what has been your strategy in terms of product?
MB: One of our key strengths is the broad appeal of our collections, which cater to a diverse clientele encompassing both women and men equally. This inclusivity allows us to capture a wide market share and establish a deep connection with our customers. Furthermore, Longines has successfully balanced its offerings between sports and classic watches. This versatility enables us to cater to individuals with different tastes and preferences.
Additionally, our brand boasts an unparalleled heritage in the Swiss watch industry. Longines has a legacy of over 190 years and a unique position steeped in history and tradition. This heritage solidifies our reputation for quality and craftsmanship and positions us at the forefront of the growing interest in vintage watches. These factors collectively establish us as a brand that offers exceptional value to our customers, making Longines a distinctive choice.
DA: As you enter your third year at the helm of Longines, what are your current goals for the brand?
MB: So far, 2023 has been an exciting and dynamic year for Longines. We’ve seen growth and innovation across various aspects of our business, from product development to customer engagement and sales. We also maintain our target of two billion Swiss francs in sales by 2025.
Globally, we aim to continue strengthening our distribution network, improve our relationships with retail partners and reach new markets. Our focus remains on delivering exceptional timepieces that embody Elegance, Tradition and Precision, resonating with watch enthusiasts and connoisseurs worldwide. And we still have many more surprises in store until the end of the year.
DA: What are your plans to generate a turnover of two billion Swiss francs by 2025? Will you continue to open up new markets? Or push through Longines’ e-commerce ventures?
MB: I firmly believe in the combination of online and offline distribution. On top of brick-andmortar stores, digital channels and e-commerce have become essential to reach consumers today, offering all the convenience and confidence of online shopping and bringing consumers closer to brands than ever before. These tools will continue to be part of Longines’ strategy