Swiss luxury watchmaker Longines has ushered in a new era of elegance Down Under, opening the doors to its fifth Australian boutique. At the unveiling of the latest outpost, which is located in the heart of the Sydney CBD, guests were taken on a vibrant exploration of the Winged Hourglass’ design, heritage and craftsmanship, led by Longines VP of Marketing, Bernardo Tribolet and, in a rare treat for Aussie fans, Ambassador of Elegance, Barbara Palvin.
In front of a small crowd, the international supermodel spoke candidly about her connection to the brand and outlined her favourite pieces, before leaving her mark on the new boutique’s walls. Palvin, who fronts the brand’s current Conquest campaign, went on to describe the launch of the new flagship boutique as a ‘special moment’ for Longines.
“I’m incredibly honoured to be here in Sydney for the launch of Longines’ new Sydney flagship boutique,” Palvin said. “It’s exciting to celebrate this special moment with a brand that represents timeless elegance and precision.”
For Longines’ Australian operation, the opening of the latest boutique represents a new beginning. The 138-square-metre flagship features a bespoke multi-dimensional metal façade that is entirely unique to the region, along with a world-first blue point glass tower and a unique chandelier of arena lights. According to Tribolet, the goal is for the boutique to become a hub for watch enthusiasts, offering them an “unparalleled shopping experience” in a refined, modern and elegant space.
“Australia represents an amazing market, ultimately, and that’s why the expansion is moving forward, step by step. We work very much with this code of ‘Elegance is an Attitude’; it’s not really about what, but it’s how. Here in this boutique, I would also say, ‘Sydney is an attitude’,” Tribolet told Man of Many. “Customers will be able to explore the full range of timepieces, from heritage-inspired collections to timeless and contemporary styles.”
In keeping with the festive theme, Longines then shifted venues to an exclusive cocktail party at a private residence in Sydney’s Point Piper, accompanied by a swathe of special guests and popular media personalities. Among those in attendance were Golden Slam winner and former Australian of the Year Dylan Alcott AO, model and artist Sarah Ellen, and actress Maddison Brown.
With drinks flowing, a string of live musical performances and canapes on arrival, Longines’ evening of elegance provided the perfect vehicle to celebrate successes, both new and old. In addition to marking the launch of the Sydney flagship boutique, the event also memorialised 70 years of the iconic Conquest lineup.
Originally released in 1954, the Conquest ref.9001 famously served as the first timepiece in the collection to have its name protected by the Swiss Federal Institute of Intellectual Property. Over time, the models have evolved and new adaptations have taken shape, but as Palvin rightly pointed out, the spirit of boldness remains as visible as ever.
“As an ambassador of elegance, I’m thrilled to be a part of Longines’ legacy, especially as we make the 70th anniversary of the iconic Conquest collection,” she said. “Australia has such a vibrant spirit, and I’m looking forward to sharing this experience with the local Longines community.”
The latest Longines Conquest timepieces bring a renewed sense of vibrancy and individuality to the heritage lineup, with new colours, materials and sizes on offer. The full collection is available at the new Longines Sydney boutique, which is located in Westfield Sydney under the Sydney Tower Eye on Market Street. The showroom officially opened to the public in early July, and fans are welcome to check out the brand’s latest novelties.
