A Swiss watch model worth over 186 million VND – a symbol of feminine elegance – has appeared in Vietnam.

During Vietnam Women's Month, Longines chose to tell its story not through words, but through the rhythmic movement of its hands. From the image of Elegant Ambassador Jennifer Lawrence amidst the tranquil setting of an opera house, to the timepieces gently placed on the wrists of guests, PrimaLuna 2025 opens a new chapter in the nearly two-century journey of this renowned Swiss brand.

From Saint-Imier to Saigon - the journey of an icon of elegance.

In 1832, amidst the misty Jura Valley, Auguste Agassiz and two partners established a small watchmaking workshop in the town of Saint-Imier, Switzerland. In a rustic wooden space where winter light filtered through the windows, Longines' first craftsmen assembled each component using the établissage method – a traditional decentralized manufacturing technique where parts were handcrafted at home and then brought to the workshop for complete assembly.

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When Ernest Francillon, Agassiz's nephew, took over, he brought with him the ambition to modernize the Swiss watchmaking industry. In 1867, the first factory was built in Les Longines, and the Longines brand was officially born from that very location. The image of the winged hourglass was registered as a symbol, representing the philosophy that time is always in motion, but true value comes only from durability and absolute precision.

From Saint-Imier, Longines has spread to over 150 countries, carrying with it the distinctive Swiss spirit: exquisite craftsmanship, rigorous processes, and a reverence for every moment. For nearly two centuries, the brand has remained 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 timekeeping device, but a statement of sophisticated lifestyle, where Swiss heritage meets the spirit of the modern woman. This is the heritage that Longines brings to Vietnam – a country where modern women are both strong and graceful, who listen to the rhythm of time and choose their own way of life.

PrimaLuna 2025 - where the moon and time intertwine.

First launched in 2009, the PrimaLuna watch line is designed specifically for women, not a miniature version of men's watches, but an independent creation, expressing softness and femininity in every curve. This 2025 PrimaLuna version is a complete "rebirth" with an elegant 34mm dial diameter, light and shadow domes creating depth like moonlight gliding across a lake, a moon-shaped crown, and a diamond-studded crescent – ​​a small detail that emphasizes the collection's distinctive character.

Beneath that beauty lies the cutting-edge technology of the exclusive L899.5 movement, featuring a silicon balance spring, a 72-hour power reserve, magnetic resistance, and stability against temperature variations. The movement operates as smoothly as a breath, a testament to the harmonious blend of technology and emotion.

The collection offers a variety of choices for the wearer: classic silver sunray dials, white mother-of-pearl dials set with diamonds. Particularly noteworthy is the appearance of a version with a blue mother-of-pearl dial, 14 diamond hour markers, and a bezel encrusted with 48 sapphires that gradient from light to dark – a gemstone used for the first time by the brand – elevating the product in both elegance and value, commanding the highest price of 186.45 million VND. The crocodile leather strap, using advanced Italian vegetable tanning technology, fits comfortably on the wrist like a delicate piece of jewelry.

“What’s special is that for the first time, PrimaLuna features a sapphire bezel – a rare detail in women’s watches on the market. And while new men’s watch collections are usually the fastest to sell out, with PrimaLuna 2025, all products in the store have already been pre-ordered. Many female customers are on the waiting list,” shared Ms. Liem Bao Tran, representative of Lam Tran Company – the distributor of Longines in Vietnam.

When elegance becomes a lifestyle

What sets Longines apart is not just its craftsmanship or beauty. It's the philosophy the brand has upheld for 190 years: time only truly has meaning when we know how to live elegantly in each moment. Elegance doesn't come from expensive dresses, shoes, or accessories, but from how a woman chooses to live: slowing down, being more refined, and appreciating the simple yet enduring things.

Amidst the luxurious boutique setting of the Grand Hotel Saigon, as light reflects off the transparent case back of the watch, revealing its inner workings, one is presented with a miniature world – where Swiss heritage meets Vietnamese sophistication, where time not only flows but also resonates with the unique melody of the modern woman.

Quynh Mai