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Despite the Fast Recovery from the Pandemic, the Covid Period Revealed Some Structural Problems Within Longines’ Business, Breschan Reveals: “Longines Is, Probably, over the Last 20 Year's, One of the Biggest Success Stories in the Whole Watch Industry, but We Made One Mistake in This Time. ” He Says That While Longines Was Strong in Many Asian Countries, That Was Made Easy Because Mainland Chinese Tourists Were Travelling the World and Buying the Watches from Its Retailers – Who Ended up Forgetting About Domestic Customers.

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Breschan Says, However, That He Wouldn’t Be Able to Play with Prices Too Much Due to Longines’ Fixed Place Within the Swatch Group Family of Brands: “Longines Is Positioned from 1,000 to 5,000 Swiss Francs (Us$1,100 to Us$5,700). There’s No Need to Move Upscale Because There’s Omega, and There’s No Need to Move Down as There’s Tissot. ”

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Breschan Says That Longines’ Men’s Watches Are Just as Popular with Women Buyers and Vice Versa, and This Gender Blurring Is Increasing. He Points to the Mini Dolcevita Watch, a Small Classic-Designed Square-Faced Timepiece Ostensibly for Women, That Has Been a Hit with Both Sexes. He Adds That Sometimes the Distinction Between Men’s and Women’s Pieces Is Purely for Practical Reasons: “One of the Few Reasons Why We Still Mention ‘Men’s Watches’ and ‘Women’s Watches’ on Our Website Is Google. If You Don’t Have These Terms Integrated into Your Website, You’re Losing out in the Ranking. ”

Style Edit: How Longines’ Ceo Levelled up the Watch Brand – from Eyeing Gen Z’s Love of Genderless Style, to Increasing Revenue Past Us$2.25 Billion Thanks in Part to Focusing on Heritage Timepieces

By Robert Thorne

• Oct 8, 2026 • 5 min read

Direct Answer • Key Takeaway

Breschan Says That Longines Was Fortunate That the Countries Where the Brand Was Strongest, Particularly China, Also Happened to Be the Countries That Emerged from the Pandemic the Quickest. Hong Kong, Among Longines’ Top Three Markets Before the Pandemic, Has Recovered Sufficiently to Remain in the Brand’s Top Five Today, Despite the Longer Lockdowns and Tourism Restrictions the City Went Through in Comparison to Other Asian Markets.

Robert Thorne

Automotive & Future Transportation Editor

Robert Thorne covers electric vehicle innovations, autonomous driving systems, global mobility trends, and automotive engineering developments.

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