1990s: La Grande Classique de Longines

Based on its Agassiz designs in gold, Longines launched its La Grande Classique de Longines collection of ultra-slim designs in stainless steel.

“L’Elégance du temps depuis 1832”

With the introduction of the now-established Longines DolceVita collection based on Longines models from the 1920s and 1930s, Longines introduced its baseline, “L’Elégance du temps depuis 1832” (Elegance in Time since 1832) in 1997.

Cadran d’Or

The Longines DolceVita chronograph won the prestigious French prize, Cadran d’Or, in the “Men’s Luxury Watch” category in 1999.

“Elegance is an attitude”

Two years later came the launch of the current “Elegance is an attitude” advertising campaign featuring legendary stars of the silver screen Audrey Hepburn and Humphrey Bogart along with icons of contemporary elegance representing various cultural backgrounds.