Page 44 - S/ Winter 2024

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I n 1997, Swiss watch brand Longines launched the first DolceVita collection. At New York’s Gotham
Hall in late September, the newest addition to the collection, the Mini DolceVita, debuted. Longines’ newest Ambassador of Excellence, Jennifer Lawrence, helped officially launch the Mini DolceVita along with CEO, Matthias Breschan. The new Mini DolceVita epitomizes the brand’s signature slogan, “elegance is an attitude.” The petit models, with 21.50 mm x 29.00 mm cases, illustrate Longines’ attention to detail, no matter the size.
Academy Award winner Lawrence first became enamored with watches 5 years ago, when her now brother-in-law gifted her a vintage timepiece. Her classic, effortless style was a natural fit for Longines. “From her personality, her DNA, and her character, [Lawrence] perfectly represents the values we represent with our communication and products.” says Breschan.
When asked what the best way to spend time is, Lawrence suggests the importance of being appreciative.
The collection has eleven variations, including statement-making colours in Blossom Pink, Serene Blue, Mint Green, and Ivory White. All designs in the pastel collection feature a stainless-steel case and are framed by 38 IF-VVS Top Wesselton diamonds.
In discussing the Longines consumer, Breschan
notes that it is very unusual for a watch brand to appeal to both men and women equally. Breschan is enthusiastic about the brand’s future, emphasizing their rich heritage and a balanced collection of classic and sports watches. “Nobody buys a watch anymore to only tell the time,”says Breschan. “Today, watches are the perfect accessory to tell something about yourself.”
Embodying understated luxury, the Longines Mini DolceVita shows that elegance really is an attitude.
Big Impact
Jennifer Lawrence leads the way for Longines’ newest release, The Mini DolceVita, showcasing that elegance resides in every detail.
By Haley Dach
The Mini DolceVita collection starts at $2,100.
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