ongines began creating and selling its first rectangular watches as early as the 1910s. They became tremendously popular in the following decades, as the Art Deco movement sparked a willingness to explore more experimental shapes. 1927 saw the release of a watch that would hold great significance for the Saint-Imier brand. It provided the blueprint for the creation of the DolceVita line, launched precisely 70 years later, in 1997.
Around the turn of the millennium, Longines doubled down on the timeless elegance embodied in creations like the DolceVita, captured in the famous slogan “Elegance is an attitude” which is still in use today. After all, the long-term consistency of a watch brand can also be seen in the longevity of its motto! Under the leadership of Matthias Breschan, Longines has remained faithful to this strategy and this style.
The DolceVita, whose roots date back a century, is a prime example. But that doesn’t mean there have been no adaptations, evolutions or new offerings in the interim. After an initial reinterpretation in 2015, the DolceVita is back again this year in a “Mini” version, with reduced dimensions of 21.50 mm x 29.00 mm.
- This 1927 watch was the blueprint for Longines’ DolceVita collection, which made its first appearance in 1997, embodying a spirit of timeless elegance.
- Longines’ DolceVita collection, first introduced in 1997, was a stylish contemporary take on a timeless classic.
All the hallmarks of Longines’ timeless “modern classic” style are evident in the Mini DolceVita. Every model comes in a sleek rectangular stainless steel case, equipped with a high-precision L178 quartz movement, guaranteed water-resistant to 3 bar (30 metres).
The centrepiece of the new collection dazzles with its rectangular case set with 38 Top Wesselton IF-VVS diamonds. The new circular Cosmo dial draws the eye with its elegant simplicity and subtle contrasts, under a scratch-resistant sapphire crystal. Against the silver sunray background the hours ring stands out in matte white; the inner circle is silver, and the round small seconds subdial is matte white. Roman numerals and blued steel hands contrast with the light tones of the dial for optimal legibility.
- Longines Mini Dolcevita ref. L18.104.22.168.6
This model comes with an innovative stainless steel bracelet whose 198 links highlight the jewellery spirit of the timepiece while offering comfort and flexibility in wear. Distinctive and modern, it is the perfect complement to this head-turning watch.
The Mini DolceVita is available in an impressive array of colours and configurations. Six of the new references feature diamond-set cases. In addition to the classic version shown here, another model comes with a silvered rectangular Roman dial with a striking flinqué decoration. Delicately embossed geometric patterns mimic the appearance of guilloché, and are complemented by painted Roman numerals and blued steel hands. The small seconds appear in a square subdial at 6 o’clock.
Four of the six diamond-set references come in original colours: ivory white, mint green, floral pink and serene blue. The straps are perfectly paired with the outer section of the rectangular Roman dials, while the inner guilloché square provides a striking contrast. The golden hour markers and hands create a three-dimensional effect, completing the unique aesthetic. The matching tones of the leather straps are a typical expression of Longines’ elegance.
The new Mini DolceVita collection also includes five references without diamonds which, although discreet, are just as dazzling. Models with a Roman dial sit alongside those with a sandblasted silver Cosmo dial. Each of these pieces is available with the new stainless steel bracelet or an elegant black leather strap. The Roman dial watch is also available on a red leather strap. Each Mini DolceVita is a small yet powerful expression of the elegance and the love for life – la dolce vita – that have defined the collection since its debut.
Ambassadors of distinction
Longines’ elegance is embodied not just in its watches, but also in its choice of ambassadors: Jennifer Lawrence, Regé-Jean Page, Kate Winslet, Zhao Liying and Suzy.
But how does Longines define elegance? Matthias Breschan shares his vision, which has made the concept a guiding light for the brand: “Elegance is unique because it allows us to break free of traditional aesthetic codes while revealing multiple facets of our personality. It gives us the opportunity to continuously reinvent ourselves according to our moods and desires, whether they are serious or playful, while remaining true to our tastes and values.”
Elegance remains an instinctive, elusive concept. Though it defies definition, it is instantly recognisable. For Jennifer Lawrence, there’s no doubt: “Elegance is an attitude. Of course it is!”
- Longines Ambassador Jennifer Lawrence