I Can't Make Up My Mind - Longines - Federico Talks Watches

[@ogden_toto]

Longines makes beautiful pieces of good quality and swiss made, they don"t sell you the brand, that's one of the difference.

[@derekbarnes5718]

Great observation my friend 👍

[@arkadipta6667]

I’m 18 and I’ve saved my money for years to buy a hydroconquest dual tone ! I shall buy it soon now ! Cuz that will be my first luxury timepiece! 😁😁

[@MylleZ]

How do you feel one year later? I work at Longines main factory, at saint imier, and I can say that we are growing by the day. We are fourth on Swiss watch ranking (1st is Rolex, second is Omega and third is Cartier - we are very close to the third position). Rolex and Omega are refered as Luxury and Prestige brands. Longines is high end. Our main facility is composed by two buildings. In one of those there is a special ETA department, working exclusively for us. It's not in-house, but it is very well worked on... Check the new V.H.P also... And feel free to visit us - it is a very good experience. Cheers

[@Casloveskim]

MylleZ what does that mean ?

[@MylleZ]

Don Casparov very high precision.

[@olivermonk4635]

Thanks for taking the time to write. Very interesting information!

[@KAM128]

MylleZ tell them at longines that I want them to make the Longines HydroConquest blue and gold pvd with a ceramic bezel and have 64 hour power reserve like the new model. This two tone color option does not seem to be in this years catalog. I was excited for the to announce the upgraded power reserve and the ceramic bezel so when I went to try and get my hands on one I spent months trying to find it and eventually was told this style is being discontinued. Sucks because I wear a gold wedding band and will not wear a solid stainless steel watch as that just looks silly, to me at least. There is a huge market for gold two tone, India and China. So I don’t see why they seemed to have not offered this color option with the new movement and a ceramic bezel

[@KAM128]

Btw I’m talking about the automatic version

[@Watchmade]

Longines is a pure class brand. I love the HydroConquest series

[@cooz0977]

Watches are suppose to be about proprietary (individual) money not frequent flyer miles!

[@harshmalhotra27]

Wearing one right now…..can’t deny it’s so beautiful

[@erico6247]

I have the 44mm blue dial with the aluminum bezel, I wish I would have forked out the extra couple hundred more and got the ceramic bezel but oh well its still beautiful.

[@dwpolicelli1]

I own the Conquest automatic. I have many watches and this is one of my favorites by far. To me it's close to being a perfect watch. I don't understand why Longines is criticized for using ETA and a brand like Tudor or IWC is not.

[@felixlbhr2504]

Magister Ludi i bet you're a rolex guy right ?

[@Gynra]

Not to mention Hublot!

[@bigv3182]

Danny Policelli what size do you have, I am very interested in buying one!

[@darrenwalshe8513]

I will buy the conquest now xx

[@dwpolicelli1]

@@bigv3182 I have the 39 mm which for my wrist is the perfect size. Sorry it took me two years to respond. You tube is really bad at message notifications.

[@AnahoDS]

After 48 years longing for a Longines I've just acquired a Longines Master Collection with moon phase, caliber L678, for me Longines is more convincing and reliable than... Also owned a IWC Portofino, sleek design, classy, proudly shine on my wrist, but still, I love Longines better, this brand sell it by itself. My personal taste: Never consider a Rolex, design is too bulky nor an Omega.

[@2INSNE]

So many people told me dont buy longines there rubbish, the quality doesnt live up to the standard. However i couldnt help my self my heart was fixed on the heritage 1935 i finally had the courage buy it and since then i have never felt more satisfied. the watch keeps great time and has never let me down.

[@Casloveskim]

2insne1 a watch is very personal, My wife is keep telling me to buy a Rolex sub... but i like the Tudor pelagos and BB very much.. haha luxury problems ;)

[@derekbarnes5718]

A rubbish watch?…..no such thing I would ask them how they came to that conclusion and watch them squirm

[@TheCriticalGentleman]

Longines vintage pieces are fantastic. Their modern heritage line is amazing. Gorgeous watches at relatively affordable price points. Flagship, conquest, legend diver, monopusher chrono. I want it all. Most underrated luxury brand imo. Who cares about straps.

[@atyl1972]

I must say I do like a good decent strap, I want to source the master collection in particular the retrograde to try out for size and looks, very gorgeous watch, as well as the master collection in its entirety.

[@singaporehikers]

Longines at one point were more expensive then Rolex. their movement is strong and very well made much better than Omega. Many of their older movement design such as the thin automatic L990 is still being modified and use in some high end brand of today. Unfortunately, Swatch designed to position them below Omega most likely because of the James Bond association and value. The Longines 30Z (30L) caliber beat out many famous movements on the observatory competition chronometer.

[@jirifrancis4004]

Longines combine some amazing designs (Master & Heritage collections in particular) with some easy-to-repair movements. All that at affordable prices. Rolex has gone south with their focus on tasteless "new money" type of people (save for submariner and a few other staple designs), Omega designs are also a bit rough and generic, I don't know - I find it very hard to find my new watches outside the Longines line.

[@Thomgxx100]

Lately, my watchdealer has added the Longines brand to his range of watches since they seem to target just the right customer segment, his Tissots and Certina's seem too underrated while his Tag Heuers are too expensive and unpopular. I really love my twotone Hydroconquest quartz and my Conquest GMT (eventhough the movement did go too inaccurately with +10 seconds per day). I really think that Longines is what many highend brands either ought to be or maybe will become in the future: Some refer to Longines as the new pre caliber 8500 era Omega, Longines is a very popular and less controversial brand that seems to unite different types of watchlovers.

[@erico6247]

I was going to buy a Tag Heuer but most of their watches under 2k were Quartz and I thought to myself I'm not paying over 2k for a Quartz watch? I can get a Longines Automatic for under 1k !

[@istvanbartha7985]

I think that when we talk swiss quality brands, then it's only a matter of taste. To me the Longines Conquest Heritage is spot on!!!

[@sigunat]

Wellcome to the Longines world, one of a kind brand, where u can collect vintage, having an entry o mid tier timepiece or a high end one like the Master Collection units, Longines is unique and you have to be open mind. Btw I have 6 Longines pieces in my collection.

[@rjpgamingaus2316]

Just purchased a Longines Master Collection Moonphase, it is amazing! :)

[@thenativetrouttrout8230]

i have one too...superb

[@MajTom-wd2yt]

@@thenativetrouttrout8230 Me too...LOVE IT

[@NidalMorra]

How is it doing three years later? I'm thinking of getting it for my wife, the 40mm version. She loves moon phases.

[@thomasp5371]

Im considering one. I prefer the same one from jlc, but its to expensive. So thats the more afforable option

[@edzaslow]

I also recently bought one, and I think it gives excellent value for the dollar.

[@beefbottom]

I like longines watches. Very old brand and advertise at world cup skiing events. I just bought a heritage conquest.

[@takiman1]

Longines is one of my favorite watch brand. Seems like the brand is a bit forgotten in the US, or how should I put it.. maybe you just haven't found it yet. The clean automatic Conquest for an example works as a dress watch but is rated at 300m - i.e. a diver. Get your hands on a piece and make desicion after, because the pics of their pieces on their web site just doesn't do them any good.

[@blazerman61]

Conquest is only rated at 50m...

[@mmmmmmm3246]

I posted my own Longines Heritage 1942 in the watch group. It's a stunning piece, very underrated brand if you ask me.

[@johnburgess6572]

That Master Collection is WOW !!! Wish they would move up , they sure can !

[@andrewmarvell4604]

Longines is still a fine watch. I love this brand! I'm so weary of all the vilification of Swatch Group. STFU and check the time.

[@jaimereusche3770]

I recently purchased two Master Collection Longines that are shown in the Video , both Moon-Phase; the Quadruple Retrograde and the Chronograph Triple Calendar. They are Spectacular. I recommend them.

[@skzion2]

I have the former. "Spectacular" is right. I might add "hallucinatory," as the face never looks quite the same over time with all of those hands and the moon phase. It gives me the impression of a small group of designers, each trying to one-up the others in designing the most extravagant watch while maintaining a great look. It does not look like a "corporate-designed" watch.

[@abbath1586]

I've had their Conquest 39mm in automatic and I've been very happy with this piece. Solid construction, 300m of water resistance so I know it's robust, and it's versatile.

[@bigv3182]

Curtis A.R if you don’t mind, can you share your wrist size because I’m not sure if it will fit me and I’m interested in buying one

[@kosflorin]

Hydroconqest is a great watch for its price, 900-1000 euro its a great deal i tried so many divers and i pick the Longines and im so happy

[@theifavlog1427]

Why can't they do both high end and low/mid market? I love my Longines. You should wear what you like, regardless of who makes it.

[@lpg12338]

@David Graham The Swatch group probably wouldn't let that happen so that Longines doesn't eat into Omega's sales.

[@cjm081]

I bought 3 of them on liquidation sale in 2010 for $2500 total. I got a chronograph, dress watch and a sports watch. I still have all of them.

[@jean-paulrenaud6329]

The Swatch group is currently repositioning, or have repositioned Omega (master chronometer in-house movements etc.) to compete with other more expensive luxury brands and I believe Longines is going to fill that vacuum. The L688.2 movement is just the beginning. I believe Longines will get her own range of newer (eta produced) exclusive movements in the near future. The m.s.r.p. of some of their pieces are certainly indicating this.

[@mandinigunasekara9312]

Longines is playing a very clever trick. They create a high prestige value for the brand with their expensive and complicated pieces, which are advertised in association with prestige events. Then they sell their simpler and cheaper models in large numbers to make money. Their expensive pieces are only found in catalogues and may be just a few in their exclusive boutiques. They are intended for display, not really for sale. People who want to wear a reasonably priced high quality watch, and who rely on brand perception to judge the quality of the product, buy Longines. People who intend to display their wealth on their wrist, should look for a Rolex.

[@gustavoheberle6265]

Hi Federico, I just bought Conquest Automatic GMT in black dial, and I love it. Very sturdy watch, precise, and good looking. Feels great in my wrist. The bracelet is cool too. Its a great choice for an everyday beater watch. Cheers !

[@whodeycinbengals]

I’m not one to spend thousands on a single watch, so I’ve found Longines to be a very attractive brand for my budget. I own the Longines Big Eye and in my opinion it’s a home run.

[@dopenough2smoke]

You're broke? Ok say that then

[@Elbowbanditest2003]

@@dopenough2smoke you're definitely a daddy's money boy, or a broke 14 year old who thinks he's being cool

[@b3tro378]

I own a Longines HydroConquest L3.742.4 It's a beautiful watch, it is very good quality, you can see the quality is very *very* good. I compared it to a Rolex Submariner, the longines is in my opinion better looking by the submariner, of course the Rolex has a better movement but the longines in my opinion is at the same level. Get a HydroConquest. Probably the best watch between 1000-3000 out there.

[@artistadrtm]

What is so fantastic about that dull IWC ?

[@leemacdonald6533]

Nothing

[@floridahummer]

Got my heritage moon phase and love it, bought second hand as new with papers and box for £1850 worth every penny .

[@TimeIsMoney2034]

My strong opinion of Longines is that they have an incredible history and have been around for over 180 years. The greatest problem this company faces imo is that they are not creating in house movements. I often wonder if the Swatch Group is holding them back on this. They need to move away from ETA. Just take a look at Breitling with the B01 and Oris with the Calibre 110 and 111 movements. Because of their heritage in house movements would sky rocket their credibility back to where it should be. Just imagine the hype around the Master Collection if they had purely in house movements !! A truly missed opportunity for Longines.

[@PMS1950]

The most treasured watch is the one that shares your life, day in day out and remains accurate and reliable until time itself and many millions of hours wear and tear eventually leads to the inevitable parting of the ways. My Cyma navystar, which I bought for £21.00 here in the UK in 1966 has been such a companion. And even if you've got a healthy income and able to buy any model of wristwatch available, the real joy of ownership and respect for a brand comes with a shared experience of life itself. Just having lots of different watches and wearing each as the mood dictates, never allows you to develop even a small degree of real affection and trust. Continually changing watches simply because of the novelty of the new and surface good looks, is the collectors passion, but to possess this miracle of engineering, making proper use of the watchmakers remarkable skill over a generation is a true life long love affair and not a fleeting dalliance to appease a transient need to possess a new toy.

[@aliradhi111]

Im wearing a conquest great quality watch and looks amazing

[@JerehmiaBoaz]

I think the Swatch group is very clear about their brand tiers, from their website: Prestige and Luxury Range: Breguet, Harry Winston, Blancpain, Glashütte Original, Jaquet Droz, Léon Hatot, Omega. High Range: Longines, Rado, Union Glashütte. Middle Range: Tissot, Balmain, Certina, Mido, Hamilton; Calvin Klein watches + jewelry. Basic Range: Swatch, Flik Flak.

[@FedericoTalksWatches]

Yeah I am aware of the ranking... But I think some of there stuff is more "middle range" than "high range"

[@JerehmiaBoaz]

I agree that the line between the high and middle ranges is a bit blurred, but it's a good indication of how Swatch group wants to position the brands in the market and to a certain extent even within the different market tiers.

[@Carlos_Verhaak]

Hi Federico. I inherited a Longines from the 1920s (from my great grandfather, gold case but I could not tell the model). I also own a manual Sport Chef from 1966 that my father bought for me the week I was born and gave to me when I turned 18. Both watches are in mint condition and have never caused me any problems. I don't know anything about the modern units, but the two I have are splendid watches. Just as good as your channel!! Best regards from The Netherlands.

[@marctravismba]

I've owned 4 Longines, but ended selling all of them for various reasons. I am quite impressed by many of their chronos, and the heritage collection. The 1938 and 1973 chronos are super cool.

[@GarrySkipPerkins]

I owned a solid gold Longines from the 1960's and loved it. Today I agree with your sentiment. They have gorgeous time pieces, and they sell gold-plated quartz??? I thought Swatch Group wanted a tiered strategy with Omega at the top, Tissot at the bottom and Longines in the middle. Why they have models that are clearly in Tissot's market confuses me as well, and it clearly hurts the brand's value in most people's minds. You are probably correct in that Longines probably butters their bread with the entry-level, so they loathe to stop making those watches. The problem of course is that when you sell enough $800 watches, then people feel strange paying more for the more expensive pieces. That is the greatest risk in offering down-market pieces. In the beginning you look like a genius, but by the time you realize you were simply mortgaging your brand equity, then it is too late.

[@coffeeboyclips1973]

Bought a longines spirit a few months ago, best watch I've owned and I've had Rolex, Tag etc. Longines make great watches and I'd highly recommend them.

[@pierre1600]

I believe that Longine is trying to be the watch for everyone the med-scale but not too upscale and hence they are in department stores in other boutiques. This in the long run just hurts them, a specially given their wonderful heritage. We know what they are capable of and they're definitely living way below what they can deliver. Keep up the good work Federico

[@FedericoTalksWatches]

I agree Peter, thanks for watching...

[@dwightlooi]

The Longines La Grande Classique is MY FAVORITE watch. As a $750~800 quartz (L4.709 or L4.755), I challenge anyone to find anything slimmer or with a better movement than the 13 jewel L420 (ETA 282.001 or ETA282.002). As an Automatic, it is still reasonably slim at 7.5mm or 8mm, with an inward chamfer made possible by the very small movement to look thinner than it actually is. Here, however, I think they have cut a little cost with the latest revisions... the 34mm LGC Automatic (L4.708) discontinued about 2 years ago had the L593 movement which is an ETA 2000-1 without date or the sweep second. That is a very thin (3.6mm) and very small 8 3/4 ligne movement from ETA's Mecaline Specialities line. The new 36mm L4.908 has the L591 which is based on the ETA A20.L01 which is in turn based on the ETA 2681. It is the same 8 3/4 ligne diameter, but is thicker at 4.1mm and comes from the lower end Mecaline collection. Still nothing wrong with that, but I am disappointed that they made the new watch bigger, a bit thicker and gave it a movement with a lower grade base caliber. Still, these La Grande Classique watches are available with a stainless dress bracelet. You can wear it to work, to dinner, in a shower and in the swimming pool. It is not a woven chain, yet it is elegant and dressy enough. And, say whatever you want about not wearing 30m water resistant dress watches for a swim, but it has anot leaked for 12 years so that is good enough by my standards. Most importantly, at $750~1300, if I break it after a decade of service, I am OK with going out and getting another.

[@Moose-ez1oo]

my first mechanical since i am back to watches was a Longines Hydroconquest. Fair price, nice watch with easy caliber to service. I still have one Master Collection in my wish list. Is and still will be a medium range brand for Swatch Group and in the watch industry. It's not bling-bling and use horse marketing and nice people to advertise.

[@funkymonk5344]

Buddy, you are wrong. Longines is a refined brand that is more understated than Rolex and Omega, and with a value for money positioning that beats both of them.

[@todwcampbell]

I make a decent living...a few hundred K a year and just bought a $1,2500 Conquest. I loved the style and versatility of the watch.

[@thomask1711]

please do video about reputation of movements like eta, valjoux, miyota and such. Thanks

[@FedericoTalksWatches]

definitely on my list :) coming soon...

[@mikew4646]

Great video. As you point out, Longines as a brand has a long and prestigious history making some beautiful time pieces throughout their history that are now vintage collectables. Unfortunately Longines’ fate was sealed by economics, the onset of the quartz crisis and the acquisition by Swatch Group, all of which in my opinion damaged their status as a prestige brand relegating them to a mid-tier brand with an identity crisis in a crowded field. Enjoying the channel!

[@stephenrhodes7758]

They're a good brand that are no longer fashionable. Their Heritage line is still very popular though. I see similarities with Tudor of the 90s when they also seemed to lose their way. They're certainly back on track so i don't see why Longines can't do the same.

[@makavelisk03]

I enjoy my Big Eye more than my IWC. I now wish I could get that 6 minutes back in my life.

[@brianronne2060]

Genius video topic and your perception of it. Longines is so confusing to me that i didnt even know they were confusing till you displayed it to me.

[@giannmilanista]

Honestly, one of your best videos. Shows how you think and your strategic business mind.

[@giannmilanista]

Gianni aka : Giancarlo :-)

[@FedericoTalksWatches]

Thank you sir. Quite the compliment...

[@FedericoTalksWatches]

lol... My italian writing is horrible so I will respond in english. That is a very interesting idea Leo... I think ill save it for like a 25,000 subscriber special...

[@GarrySkipPerkins]

My grandfather was in Italy (bomber base) during WWII. The Nazis stole/ruined all the Italians's food, and the soldiers had more than they could ever eat, so they would trade boxes of flour/spam/beef/... to restaurants for meals. No one could speak Italian, but my grandfather knew some Latin so he communicated for the group. One restaurateur realized that he obviously learned Latin from being an alterboy, and let the other guys know, so for the rest of the war my grandfather's nickname was "Alterboy."

[@alc8479]

I like how watch guys start at the founding of the company before talking about any particular watch

[@giangvu7902]

Longines is just cool period!

[@cliffwheeler7357]

I tried on a 42mm Moonphase Mastercollection at the AD and for the price it's an amazing watch. I think Longines have turned a corner and are moving back up in the watch world.

[@perttuholmstrom8975]

I own vintage Longines Flagship automatic cal 341 and old art deco model. They are both super quality vintage pieces. Grails!

[@pwally2714]

If the IWC is your favorite watch keep wearing it. My Tudor BB Steel I've worn the most and scratched it up quite a bit, but w.e I don't mind, I'll keep it forever

[@AZadeh-nd8vx]

Don't get why anyone wouldn't love Longines? They make incredible watches at a very reasonable price point.

[@washingtonfootballfanwgil8392]

Fed, I have the same confusion with Mercedes-Benz. It seems they have decided to cover all facets of the market. It makes you pause when looking at the price of their flagship model.

[@chrisfernandez4954]

Click bait; sounds like you already made up your mind.

[@davidriesenbeck9511]

I have a Longines Conquest and love it. I think the problem or "confusion" comes from perception. I once read a comment to a GS vs Rolex that said "if the watch is meant to impress you get a GS, if it is meant to impress others get a Rolex." I think the same applies here.

[@mathesonrittenhouse]

I have the same feeling towards Longines. I really liked the 24 hour single push piece chronograph and made arrangements to see one in person. While it photographed well, in person it looked and felt cheap to me. For that money the finish should be much better in my opinion. Great idea, but Longines droped the ball on execution.

[@EdVanMeyer]

Their mechanical watches are great, I guess they have to feature quartz movements to cover that market too. I think their mechanical watches are great value for money.

[@theelitistjerkmetalhead8047]

I LOVE Longines! I think you get amazing bang for your buck with a Longines and I absolutely adore mine.

[@ibrahimsalame3895]

Totally agree as Longine and Tissot (a lower end brand) are considered in the same category by many people which in my opinion prevent some of buying their higher end pieces. Usually above USD 1.5K people start looking at other brands.

[@jamessego6660]

I recently got a Longines hydroconquest and LOVE IT. It classy, beautiful and with nice details. I have a new Omega Aqua Terra and I enjoy the Longines more

[@erico6247]

I bought a beautiful 1958 Longines Flagship Gold that has never been serviced with a perfect untouched dial and case, signed crown and all and after 15hrs of tuning it up its still running dead on time! Inside the case back there's No service signatures or any signs of any work but as you can see this 30LS movement is running perfectly exact for a 64 yr old watch! And the quality is superb is up there with my vintage Omegas if not even better so you tell me if vintage Longines are high end or not? To me a watch that can hold its looks without falling apart after 64 years and can be dead on time throughout the day and be mechanically built for perfection is definitely a high end master piece! I don't care what others think all I know is that Longines is way under rated and under priced! But I look for those special Longines models that are rare and in mint condition and buy them.

[@andrew_owens7680]

i bought a moon phase Longines for my wife. She likes it and wears it often and looks classy wearing it.

[@igotnoideawhattoput]

I absolutely agree with what Fed said about Longines. When I was shopping for my first luxury watch earlier this year, I thought about getting a column wheel chrono Longines. After fondling the watch at an AD, I just thought the quality is just not up there. The case doesn't feel solid enough, the rotor noise is loud, and the strap feels cheap. Overall, the watch just feels cheap for some reasons. I think the main reason Longines has to cut corner is that, if it becomes truly luxurious, it will cannabalise the same of Omega.

[@RoelfvanderMerwe]

I am absolutely in love with the Heritage 1951 Chrono

[@RoelfvanderMerwe]

Also the 1954 and 1973!

[@FedericoTalksWatches]

Definitely some of their more beautiful pieces...

[@lesliemarriott66]

I've been admiring the silver 1954 for over a year. Great 7750 movement at excellent price. Just not high enough on my shopping list at the moment.

[@nbrosens]

My thoughts exactly! They make wonderful, wonderful watches, the Legend Diver is just sublime, and as you said their vintage inspired pieces are gorgeous. I think Longines is a mid-tier Tissot. They're the swatch Group's moneymakers, playing the unit game as you so well put it, but the holding company wants them to be all over the map in order to try and capture the largest amount of potential buyers. I think this is a double edge sword, if managed well by the company, it can pay off, but at the same time it can backfire and dilute the brand, as you said happened to seiko (which is really a shame, the grand seiko line can compete toe to toe with the best the swiss have to offer in terms of large scale manufacturers. Yes rolex fans, a grand seiko can compare to a rollie any day.).

[@brianlong7918]

The Longines Avigation with oversized crown and small seconds is beautiful and on my list.

[@jonathanbarrett1708]

Brian Long Just got one and it is an understated retro gem. Arabic numerals, big eye minute dial, box crystal and crisp pushers and no date. A lovely watch.

[@VicharB]

I like my Heritage line Longines as much as I do my Omegas, Tudor and Breitling. Each has its own charm.

[@midas1929]

Look at the model range and price increase at Omega. They want Omega to creep up more to Rolex. Once Omega is positioned higher up, Longines will move up to Omega position. I don't say they pass Rolex, but they narrow the gap. That will position Omega more in the 8 to 16 k market and Longines into the 3 to 6 k.

[@soilomasbello1156]

I have a retrograde moon phases, master collection and it is a steal. We are talking about 8 complications including true gmt jumping hours and all these for less than 3K actual cost. Probably I was lucky but mine runs at about one second fast per day which is within superlative chronometer specs although it isn't.

[@sholemepstein]

Currently I do not have a Longines in my collection, a situation I will correct that within the next couple of months. I am going to buy the watch from the Masters Collection you showed and the Evidenza. I believe you get the most for your watch dollar from Longines than any other brand. It should be noted I buy watches I love wearing not as an investment so holding value is not as important to me as it is to some.

[@FurrowedSon]

I think you nailed it with this. The best word I can think of to describe Longines is... compromised. And it's a real shame because there's actually a lot of beautiful design in many of their watches; they have a fairly unique house style that at its best can be truly wonderful. I just received a Heritage 1954 with the panda dials. Back when I was first got into mechanical watches, really only about 2 years ago, it was the first watch I found that really spoke to me (and didn't cost the earth). Fast forward a year and I'm struggling to get one, and end up going much more upmarket with a UN Maxi Marine diver in steel with the rubber and titanium strap. But I've always kept an eye out to see if the 1954 came up anywhere used for a decent price. Finally I found one less than a year old, in excellent condition, on eBay, put in an offer and got it for roughly 50% retail price (or 60% grey market). Anyhow, look, here's the honest truth. The dial is beautiful: I mean really lovely work. But the strap is an creation of extraordinary crappiness and the case is just too damn thick. I realise this is to some extent a constraint imposed by the Valjoux 7750 movement, but if it was even 2 or 3mm thinner it would make for a great dress watch. I know a dress chronograph sounds like a daft idea but it has no lume and a high-polished case so in this case it could work quite well. As it is, the sides look slabby and it sits way too proud on the wrist, even given my fairly generous 8inch wrists. I think if I'd paid full price for it I'd be pretty ticked off but, as it is, I'm going to live with it for a bit, play with different straps, and see how it goes. I can definitely appreciate the positive aspects of it and, honestly, I *love* the dial. It's also nice to have my first mechanical chronograph. Maybe with the right strap I can learn to love this watch, but there's certainly a chance it'll be the first watch I flip. Again, I think you nailed it with your last video with TGV: don't keep messing around in the mid-range to scratch an itch instead of saving for your grail watch. It's so true, and I've found it with other interests as well (guitars, for example). Although I'd modify it a bit: either buy low end, or buy high end, don't buy in the middle. I've got four Seikos, all entry level: I love them all and have no regrets or second thoughts about buying any of them. I'm actually about to buy another. I love having a bunch of them in different styles and changing up the straps depending on mood or what I'm wearing. I don't regret the UN and I don't think I ever will: it's an awesome watch, and it's currently sitting on a WCWC Eff Off NATO (I'm so going to hell). But the fact is that when you buy something mid-range you're already spending quite a lot of money on something that's fundamentally a compromise. My view is that spending $1000 - $2000 on something that isn't quite what you want is a much worse solution than saving for longer and spending $4000 on something that's exactly what you want... because why would you spend $1000 on something that isn't what you want? I bought the Longines because it was the first mechanical watch I ever wanted, but my taste has definitely evolved as I've learned more, and perhaps it wasn't my wisest purchase. I basically spent the equivalent of a deposit on an Omega Speedmaster Racing, which I really do want (I know, I know, it's not the moon watch, but I prefer it to the moon watch, and I realise that's not necessarily a popular viewpoint) for a watch that I'm not too sure about. Equally I could have used the money as part of a down-payment on a Rolex GMT Master II which, again, I really do want. Like I say, I'm going to live with it for a bit (wearing it now on a Bond NATO) and see how I feel. Worst comes to the worst I'll flip it and I don't think I'll have lost a lot given what I paid for it. (Btw, I am not slagging mid-range watches - if you find one that you really want that's totally cool. Also, sorry, that's a really long comment all to say I agree with you.)

[@whyFINAL]

Im sure you've got the point for many ppl. But for example me, Longines HC in ceramic is my grail watch…. Its around 1500$ which i can afford and im willing to actaully wear it every day, looks classy timeless and im sure with proper care can last me a whole life. So why i should spend 4x 5x times more? Also its quite refreshing choosing something that is not too mainstream. I mean if you think about it, even this entry level “luxury” swiss watches are more then enogh for 99% ppl.

[@invisiblemaninvisibleman2097]

Baume n mercier Affordable n classy A have a Longines flagship from 2002.. With the chronograph face Beautiful watch...

[@trostel]

I saw from hodinkee the other day that Longines is re-gaining a lot of ground right now. Especially in the Silicon Valley where a lot of the techies seem to buy them because it's seen as a good watch that isn't as mainstream as a Rolex.

[@danieleporeba.]

+Federico I have a pocket solid yellow gold pocket watch from Longines that my grand grand dad bought in his 20's

[@FedericoTalksWatches]

very very cool... Send me a picture if you have a chance, I would love to see it.

[@danieleporeba.]

+Federico I (Federico Talks Watches) Definetly and ... Good night from Italy Federico!!

[@GarrySkipPerkins]

Please do post a pic online for us all to see.

[@4034miguel]

I was looking for an affordable column-wheel chronograph. After a lot of research, I found that the Saint-Imier Chronograph offered the best bang for bucks, since the price was incredible for a column-wheel Chrono. I really appreciate Longines offering relatively affordable timepieces like the Saint-Imier line (by the way, I really dislike gold plating, so I always go with SS).Thanks for the video Federico! Always enjoying and learning a lot.

[@fkurcik]

Why should making affordable quartz watches hurt the reputation of their brand? They are free to do what they want and if the model range is wide, at least it's easier to find something. If they are not pretentious and don't use low quality components, than I don't see any problem there. I think some people are angry if they see Longines in an expensive boutique, because they somehow feel that this brand doesn't deserve to be there and it chips away the cool factor of other expensive brands that pretend to be something special.

[@skullduggerysmiles8393]

I collect watches, it's my indulgence. I'm pleased to own several longines and can attest to their quality, their style is apparent, their heritage impeccable as is their class. As for their price they are unbeatable. I can't recommend them highly enough.

[@7940home]

Thanks Fed for keeping your videos short and to the point.

[@mrmichaellepp8206]

I have probably 0.1% of the watch knowledge you do Federico, but I also definitely came to this conclusion of confusion as you did - most likely when seeing a Longines display case sandwhiched between Cartier's on one side, and Tommy Hilfiger on the other...

[@bessiebraveheart]

Hello from England. I like an all polished case, and I do not like a thick leather strap. I have a collection of Longines watches, from antique pocket watches to vintage wrist watches. I love their full complication watches.

[@Honezjr]

Yes to this 1000%. I have fallen in love with several Longines designs. However, since they've sort of tainted their brand with lower end pieces, I just can't push myself to make the purchase. I personally want them to move into a higher end market but only time will tell. Thank you for your high quality vids! Cheers, AJ

[@Kashewnutzzz]

Absolutely 100% agree. Almost bought the legend diver, but decided against it when wading through all of the quartz electroplated pieces in the boutique. Vintage Longines however is very appealing

[@dwightlooi]

Personally, I like the La Grande Classique design AT ANY PRICE and with ANY BRAND. I really wish Longines can make a La Grande Classique Automatic as thin as the Quartz version. Looking at the ETA 2000-1 I think it is possible if they re-design it without the center rotor and without support for a sweep second or a date wheel. The movement can be shaved down to about 3mm. The rotor can be moved to the periphery (ala Altiplano). If you ditch the dial and make the movement's baseplate the watch case or watch back you can shave another 1~1.5mm off the total thickness. It won't break any records, but 5.4mm is pretty darn good enough.

[@Eric_Nielsen]

Just commented today about new vs vintage Longines... because I'm psychic like that. Even so, the Legend Diver looks amazing and is something I will snatch up - when the price is right.

[@cmdreftilon9786]

I have three Conquests and i love them all

[@phantomdrac]

Based on evidence supported, it would seem that you are right on point, as if longines is trying to be the "one brand to rule them all" scenario however we should look at automotive brands such as Nissan with Infiniti and Honda with Acura. If there was ever a question of meeting niche markets, it starts with pedigree. I see where the confusion may play a factor here because the fact that they haven't branched out to create a sub-brand like esq to movado and tissot to omega. John Q. Public sees the one name and associates it with one thing which could very well be "unattainable" timepieces. Just my two cents, great topic Frederico, and keep up the good work👍🏻

[@steveroberts619]

I've never seen Longines in a department store. Not saying I don't believe you it's just I've never seen it.

[@marcolucca6241]

I like vintage and I live Longines but I do think that you are right when you talk about "brand positioning". It's of the utmost importance that this brand will consider its own history translating this in medium - high watches. BUT you have to consider the position of L in the swatch group (look on their web site...)

[@aaronhinton3446]

Your channel has got to be one of the fastest growing I've ever seen, well done man

[@FedericoTalksWatches]

Thank you sir... All thanks to my collars with TGV... Thanks for watching...

[@jonathanland2218]

I love my Longines two tone Hydroconquest diver Automatic. It’s well made; keeps good time and is robust too. Great vid.

[@hussainashmere8794]

I purchased a Longines Master Collection Triple Date Chronograph Moonphase, it was an impulse buy. Overall nothing OTT however I am happy with it as an everyday watch.

[@tripler7490]

Vintage guys like me go crazy for Longines, they were so close to getting it right with the Heritage line until the size increases and date windows.

[@Nevillius]

I have owned watches from the Swatch group; Hamilton and Tissot, nothing wrong with them. But comparing to my Longines Master Collection, there is a difference in quality; case finishing, movement decoration, accuracy etc. But yeah, I have to agree they should focus more on higher end models.

[@raduarisanu6421]

In which sense difference in quality ? I asume Longines is better.

[@tonyrodeo3321]

Hi Federico, Got a 1954 Panda. Great looking watch, wears well and for the price it's spot on.

[@mikelawrence6840]

dont understand why longines gets so much hate love he big eye chrono with its columnwheel movement at a great price

[@gersonblanco9701]

Agree with you, Federico. Personally like and appreciate the vintage models and their history. I understand Longines attempt to recapture that old charm with the Reissue of a few pieces of the old collection but to me it is just a gimmick of the real thing. Very similar to what Tag Heuer is doing with Monacos and other vintage models from Heuer's golden era, same to what Omega does with building speedmasters with coaxial movements... Call me old school, but i'd rather pay extra to get the Omega Speedmaster Professional and grab the "closest to the real thing" feeling. Of course i belong to that small old school group from a very small group of a watch enthusiasts... Less than 0.3% of all individuals probably. Cool video as usual, Federico!!!

[@FedericoTalksWatches]

Glad you enjoyed it Gerson... I can definitely see where you are coming from...

[@paulr6043]

Agree with you that they are a little too diverse in their range (=pricing). They seem to be targeting the $2000 market with an occasional piece in the $10k range, perhaps just to target the brand fans. I own a blue Longines HydroConquest automatic and for the price feel it is a nice piece, particularly that rich sunburst blue dial. The metal bracelet is not my favorite and was disappointed that the lug width is 21mm, which seems to limit aftermarket options. Sent pictures of it sat next to a couple of other watches I own and at half the price everyone knew the Longines and said it seems the fanciest just because they recognized the brand. So the marketing worked.