EN
During the month of honoring Vietnamese women, Longines chose to tell its story not with words, but with the rhythm of the hands moving. From the image of Ambassador of Elegance Jennifer Lawrence in the quiet setting of the opera house, to the time machines placed gently on the wrists of guests, PrimaLuna 2025 opens a new chapter in the journey of nearly two centuries of the famous Swiss brand.
Elegance Ambassador Jennifer Lawrence appears with the PrimaLuna 2025 collection in the introductory video
PrimaLuna 2025 collection on display at the Longines store at Grand Hotel HCMC
From Saint-Imier to Saigon - the journey of an icon of elegance
In 1832, in the mist-shrouded Jura Valley, Auguste Agassiz and two colleagues founded a small watch workshop in the Swiss town of Saint-Imier. In a rustic wooden space where winter light filtered through the windows, the first Longines watchmakers assembled each part according to the établissage model - a traditional form of decentralized manufacturing where components were handcrafted at home and then brought back to the workshop for final assembly.
Longines' first watch factory in the town of Saint-Imier, Switzerland
When Ernest Francillon, Agassiz’s nephew, took over, he brought with him the desire to modernize the Swiss watchmaking industry. In 1867, the first factory was built in the Les Longines area, and from that land name, the Longines brand was officially born. The image of the winged hourglass was registered as a symbol, expressing the philosophy: time always moves, but true value comes only from durability and absolute precision.
Portrait of Agassiz and Ernest Francillon, the two men who laid the foundation for the Longines brand
Vintage Longines watches
From Saint-Imier, Longines has traveled to more than 150 countries, carrying with it the distinctive Swiss spirit: exquisite craftsmanship, rigorous processes and the appreciation of every moment. After nearly two centuries, the brand remains steadfast in its philosophy: “Elegance is an attitude”.
In 2009, Longines opened its largest global flagship boutique in Hanoi, marking the brand's official presence in the Vietnamese market. Each watch is not just a timepiece, but a statement of sophisticated lifestyle, where Swiss heritage meets the spirit of the modern woman. That is the legacy that Longines brings to Vietnam - a country where modern women are both strong and graceful, and know how to listen to the flow of time and choose their own attitude towards life.
Up to now, Longines has been operating in the Vietnamese market for 16 years.
PrimaLuna 2025 - where the moon and time meet
First launched in 2009, the PrimaLuna watch line is designed specifically for women, not a miniature version of a men's watch, but an independent creation, expressing softness and femininity in every curve. This PrimaLuna 2025 version is a complete "rebirth" with a slim 34mm watch face diameter, light and dark arches creating depth like moonlight gliding across a lake, a crescent-shaped crown and a diamond-encrusted crescent - a small detail but contributing to emphasizing the collection's mark.
All watch models in the PrimaLuna 2025 collection
Beneath this beauty lies the pinnacle of engineering in the exclusive L899.5 movement with silicon balance spring, 72-hour power reserve, anti-magnetic and stable against all temperature changes. The movement operates as quietly as breathing, demonstrating the fusion of technology and emotion.
The collection offers a wide range of options for the wearer: classic silver sunray dial, white mother-of-pearl dial with diamonds. In particular, the appearance of the blue mother-of-pearl dial watch version, 14 diamond markers and a bezel set with 48 sapphires from light to dark - a precious stone material used for the first time by the company, helps to elevate the product in both elegance and value with the highest price - 186,450 million VND. The crocodile leather strap uses high-quality Italian vegetable tanning technology, hugging the wrist like a delicate piece of jewelry.
“What is special is that for the first time, PrimaLuna has a sapphire bezel - a rare detail in women's watches on the market. And although the new men's watch collections are usually the models that sell out the fastest, with PrimaLuna 2025, all products at the store have been ordered. Many female customers are on the waiting list,” said Ms. Liem Bao Tran, representative of Lam Tran Company - Longines distributor in Vietnam.
The watch models in the PrimaLuna 2025 collection in Vietnam have sold out, showing the attraction of Longines watches to women.
When elegance becomes a lifestyle
What makes Longines different is not just technology or beauty. It is the philosophy that the brand has maintained for 190 years: time only has real meaning when we know how to live elegantly in every moment. Elegance does not come from expensive dresses, shoes or accessories, but from the way women choose to live: slowing down, being more delicate, knowing how to appreciate simple but lasting things.
In the luxurious boutique space of Grand Hotel Saigon, when the light reflects on the transparent back of the watch to reveal the inner workings, we seem to see a miniature world - where Swiss heritage meets Vietnamese sophistication, where time not only flows but also plays its own melody for modern women.
