Longines shows century-old watches, starts 'oldest' contest

With a history of 180 years and going strong, this watchmaker has stood the test of time. To mark its 135-year alliance with India, Longines has set up an exhibition here of old, exquisite time-pieces flown in from its museum at St. Imier in Switzerland.

The exhibition opened Tuesday and is on till June 29.

The company has also started a contest to scout for the oldest Longines watch in India. The lookout will be on till July 22. Owners can send the picture of their watches along with the unique serial number, which will establish its vintage.

"We already have 20 entries from across India. We expect more," said a company executive who did not wish to be quoted since she was not authorised to speak to the media.

"We will collect these watches and ship it to our service centres in Delhi and Mumbai. We will then open it and send a report to our headquarters. They will decide India's 10 oldest Longines. The winners will be felicitated by Aishwarya Rai in New Delhi Oct 9."

As regards the exhibits, the oldest dates back 114 years.

The collection includes a pocket Lepine watch in silver with engraved decoration of 1904 vintage, a pocket hunter watch with half-view cover in decorated silver made in 1899 and a pendant Savonnette watch made with 18 carat gold decorated with a monogram.

The Saint-Imier watchmaking establishment was founded by Auguste Agassiz in 1832. The first shipment of Longines watches arrived at the Indian shores in 1878. It was sought by a retailer, named Madras and Company.

A member of the famous Swatch Group, the brand - recognised the world over by its winged hourglass logo - has outlets in over 130 countries. It has four lines - Elegance (most affordable), Watchmaking Tradition (costliest), Sport and Heritage.

"In India 'La Grande Classique de Longines' under Elegance line sells the most," said the source, adding that while China is the largest market for the brand, India is among the priority markets.

Aishwarya Rai has been one of its brand ambassadors for more than 10 years.