post

A definitive guide to men&#039;s premium fashion and lifestyle, as well as Hollywood celebrities.

DA MAN Magazine - Make Your Own Style!

Longines CEO Patrick Aoun reflects on blending heritage with modernity and connecting with a young, digitally fluent generation of watch enthusiasts
<figure id="attachment_116096" aria-describedby="caption-attachment-116096" style="width: 1024px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-116096" src="https://backend.daman.co.id/wp-content/uploads/2026/04/DSC_0882_4800x7201pxFILEminimizerFILEminimizer.jpg" alt="" width="1024" height="1536" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/DSC_0882_4800x7201pxFILEminimizerFILEminimizer.jpg 1024w, https://backend.daman.co.id/wp-content/uploads/2026/04/DSC_0882_4800x7201pxFILEminimizerFILEminimizer-200x300.jpg 200w, https://backend.daman.co.id/wp-content/uploads/2026/04/DSC_0882_4800x7201pxFILEminimizerFILEminimizer-683x1024.jpg 683w, https://backend.daman.co.id/wp-content/uploads/2026/04/DSC_0882_4800x7201pxFILEminimizerFILEminimizer-768x1152.jpg 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption id="caption-attachment-116096" class="wp-caption-text">Patrick Aoun, CEO of Longines</figcaption></figure>
Since 1832, Longines has called the Swiss town of Saint-Imier home, establishing itself as a pillar of traditional horology. Its winged hourglass—the oldest registered trademark for a watchmaker—symbolizes precision, elegance and sporting heritage. In an exclusive interview, Patrick Aoun, who became CEO in June 2025, underscores that the true measure of a historic maison lies not simply in looking back, but in moving forward with purpose. Navigating shifts in consumer behavior and a saturated luxury market, Longines is at a turning point: honoring its past while engaging a modern, discerning clientele.
Aoun’s journey with the Swatch Group began in 2005, and nearly two decades later he now oversees Longines’ industrial, creative and commercial heartbeat. His extensive experience across the Middle East, India and Southeast Asia has given him a nuanced understanding of diverse markets—insights that have already shaped his first months at headquarters. “Working across so many cultures teaches you tolerance, adaptability and respect,” Aoun reflects. “You may not agree with every difference, but you must understand it… listening and embracing diversity are essential to driving a global brand forward.”
That strategic sensibility informs how he balances a consistent global identity with local nuance. Having once been on the receiving end of headquarters’ directives, he understands that the emotion a watch inspires is universal but its expression is deeply local. “My vision for leading Longines globally is clear: maintain a strong, consistent brand identity while staying closely attuned to the needs and culture of each market,” he explains. Southeast Asia, with its young digitally fluent luxury audience, exemplifies the importance of this approach.
<figure id="attachment_116098" aria-describedby="caption-attachment-116098" style="width: 1024px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-116098" src="https://backend.daman.co.id/wp-content/uploads/2026/04/Z81_1902FILEminimizerFILEminimizer.jpg" alt="" width="1024" height="1535" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/Z81_1902FILEminimizerFILEminimizer.jpg 1024w, https://backend.daman.co.id/wp-content/uploads/2026/04/Z81_1902FILEminimizerFILEminimizer-200x300.jpg 200w, https://backend.daman.co.id/wp-content/uploads/2026/04/Z81_1902FILEminimizerFILEminimizer-683x1024.jpg 683w, https://backend.daman.co.id/wp-content/uploads/2026/04/Z81_1902FILEminimizerFILEminimizer-768x1151.jpg 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption id="caption-attachment-116098" class="wp-caption-text">Watches from Longines’ Conquest collection</figcaption></figure>
Longines has observed this demographic shift closely. “A young professional buying their first watch and a seasoned collector looking for their next timepiece might have different perspectives, but they both appreciate a watch that tells a story. That’s what we deliver,” Aoun notes. Digital innovation may shape how people discover watches, but the emotional connection remains central. Many still seek the tactile experience of visiting a boutique, trying on a timepiece before it becomes part of their daily life.
This focus on authenticity extends to Longines’ reinterpretation of elegance for the younger generation. In a world dominated by luxury sport watches and casual dress codes, “Elegance is an Attitude” is less about formality and more about confidence and purpose. “Gen Z’s idea of elegance is confidence, staying true to themselves. Our designs remain refined but are more versatile, contemporary and aligned with their lifestyle, where casual and sophisticated coexist,” Aoun observes. The goal is not to redefine elegance but to help wearers express their own.
Heritage and innovation coexist in Longines’ design strategy. Collections like Spirit anchor the maison in modernity, while historical icons—the Ultra-Chron Classic, Legend Diver and Conquest Heritage—continue to inspire reinterpretation. “Our heritage is our foundation but it is by no means a limitation,” says Aoun. Exclusivity is measured not in rarity alone but in exceptional quality, timeless design and value—qualities that resonate strongly with collectors in Asia, who increasingly view watches as long-term assets rather than fleeting accessories.
<figure id="attachment_116097" aria-describedby="caption-attachment-116097" style="width: 1024px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-116097" src="https://backend.daman.co.id/wp-content/uploads/2026/04/LINE_ALBUM_Press-Event-Bangkok-2026_260310_10-R1-FILEminimizerFILEminimizer.jpeg" alt="" width="1024" height="1280" srcset="https://backend.daman.co.id/wp-content/uploads/2026/04/LINE_ALBUM_Press-Event-Bangkok-2026_260310_10-R1-FILEminimizerFILEminimizer.jpeg 1024w, https://backend.daman.co.id/wp-content/uploads/2026/04/LINE_ALBUM_Press-Event-Bangkok-2026_260310_10-R1-FILEminimizerFILEminimizer-240x300.jpeg 240w, https://backend.daman.co.id/wp-content/uploads/2026/04/LINE_ALBUM_Press-Event-Bangkok-2026_260310_10-R1-FILEminimizerFILEminimizer-819x1024.jpeg 819w, https://backend.daman.co.id/wp-content/uploads/2026/04/LINE_ALBUM_Press-Event-Bangkok-2026_260310_10-R1-FILEminimizerFILEminimizer-768x960.jpeg 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption id="caption-attachment-116097" class="wp-caption-text">The Longines Ultra-Chron Clasic</figcaption></figure>
Looking ahead, Aoun is bullish on 2026. Among the highlights are the latest HydroConquest models, launched in March with updated proportions, vibrant dials, ceramic bezels and, for the first time, Milanese mesh bracelets that combine comfort with elegance. Powered by a Longines-exclusive automatic movement with a silicon balance spring, the new HydroConquest reflects the maison’s ethos: versatile, robust and ready to move seamlessly from adventure to everyday life. The collection’s campaign, fronted by Ambassador of Elegance Henry Cavill, signals a confident forward-looking tone—one that mirrors Aoun’s ambitions for the brand. “Our fundamentals are strong, our identity is clear and our teams are deeply committed. This creates real confidence for the future,” he concludes.
Under Patrick Aoun’s leadership, Longines is navigating the delicate balance of tradition and modernity with deliberate poise. From the bustling cities of Southeast Asia to the ateliers of Saint-Imier, the maison is proving that elegance, when guided by strategy and empathy, is indeed an attitude—and one that remains relevant across generations.

From Southeast Asia to Saint-Imier, Patrick Aoun shapes Longines’ direction with a modern global outlook

Longines CEO,

Patrick Aoun