'%3E%3Cg%20id='d'%3E%3Cg%20id='c'%3E%3Cg%20id='b'%3E%3Cpath%20id='a'%20stroke-width='1.3'%20d='m1%202%2034%2074%202%201v-2L9-2M8%2027c0%2011%207%2018%206%2028s5%2016%206%2020v7c1%201%204-3%203-8-1-6-5-7-4-20%201-12-5-15-4-26'/%3E%3Cuse%20href='%23a'%20transform='rotate(23)'/%3E%3C/g%3E%3Cuse%20href='%23b'%20transform='rotate(45)'/%3E%3C/g%3E%3Cuse%20href='%23c'%20transform='rotate(90)'/%3E%3C/g%3E%3Cuse%20href='%23d'%20transform='rotate(180)'/%3E%3Ccircle%20r='34'%20stroke-width='2'/%3E%3C/g%3E%3C/svg%3E){kind=small}
Behind every Longines launch, there is a process that rarely becomes visible from the outside. It doesn’t begin in a display window or end with a campaign, but takes shape through a development journey where technical standards, internal vision and a very clear understanding of the brand all coexist.
During our trip to Mexico, where Longines presented its latest releases for the region, we had the opportunity to sit down in person with Giuseppe Miccio, Head of Product Development. In that conversation, he explained that a watch does not enter the collection through intuition or impulse, but as the result of a much broader and carefully structured process.
Before reaching that point, every piece goes through a series of rigorous validations that include resistance testing, material analysis and performance evaluations under different conditions. Beyond those technical controls, however, there is another stage that becomes just as important: real-world use.
Prototypes do not remain inside the studio. They circulate between teams, are shared with different markets and are worn in everyday situations to better understand how they respond beyond the laboratory environment. That interaction brings a wider perspective into the process, where internal feedback becomes an essential tool in validating the product. Development only moves forward once every element aligns: an aesthetic that immediately feels unmistakably Longines, fully homologated quality standards and positive feedback from the teams involved in the evaluation process.
That journey takes time. In the case of a completely new development, the typical timeframe sits around two years, while extensions within existing collections can move more quickly. When starting from a blank page, however, the process follows its own rhythm and avoids shortcuts that could compromise the final result.
Within that framework, Longines’ relationship with its own history plays a central role. The team works closely with the heritage department, accessing archives, original designs, patents and stories connected to the people who once wore these instruments in their time. That material is not treated as a final destination, but rather as a working foundation that helps identify which elements still feel relevant today and how they can be reinterpreted through a contemporary lens.
From there, development moves into an internal phase of discussion and analysis where decisions are made regarding what should remain, what should evolve and what needs to be adapted. The intention is not to recreate the past, but to translate it into a modern language while integrating new materials and technologies without losing the identity of the brand. As Miccio explains, the idea is to take what makes Longines unique and develop it in a way that reflects the present.
Design plays a fundamental role throughout the entire process. Unlike more immediate methodologies, Longines still preserves an approach that begins from a clean sheet of paper. Hand sketching remains the starting point, allowing proportions, lines and volumes to be explored before moving into digital development, construction and technical testing. The process is rarely linear and often involves multiple iterations, adjustments and refinements until the right balance is achieved, both aesthetically and in the way the watch integrates on the wrist.
The origin of a project can vary, whether it comes from an internal idea, a specific market request or part of the brand’s long-term planning. Even so, the objective remains consistent throughout: creating a watch that feels coherent, balanced and true to the spirit of Longines.
That same philosophy appears when Miccio speaks about the brand’s latest releases. Among them, he highlights the new HydroConquest, fully redesigned and re-engineered with a more comfortable construction and an aesthetic that combines robustness with a more restrained sense of elegance. In particular, he mentions a slate gray ceramic version with a black dial and mesh bracelet, where the harmony between tones creates a discreet yet highly distinctive presence.
Beyond the watch itself, the way Giuseppe describes the project offers a clear understanding of how Longines operates today behind the scenes. Every decision seems guided by a very deliberate intention to maintain coherence between the brand’s history and the way its watches continue to evolve over time.
That idea can be felt throughout the entire process, from the earliest sketches to the final testing stages. There is a constant attention placed on proportions, wrist integration and the aesthetic identity of each piece. At Longines, the development of a watch moves forward with a strong sense of continuity, maintaining a direction the brand has carried for decades.
