November 13, 2006 - Hong Kong Longines BelleArti Series Launch Event

Longines Hong Kong launched its BelleArti Collection launch event at International Riding Centre in Yuen Long on the 13th November, 2006. Miss Carina Lau, being Longines ambassadress, was invited to endorse the event. The event had attracted more than 70 journalists and editors, coming from newspaper, weeklies, TV and radio stations. The event commenced with the unveiling ceremony hosted by Carina and the brand manager of Longines Hong Kong, Miss Karen Au Yeung; and the BelleArti Collection was introduced to the press as the prettiest form of line. Top models like Rosemary, Melanie Z and Gerald Wong were invited to demonstrate the Longines BelleArti Series, which reinforced the elegance and glamour of the collection. Finally Carina was also invited to draw an artistic line on the body of the model to show her vision of the prettiest curve.

In order to build the linkage between Longines and equestrian and to exploit the press interest in equestrian following the Hong Kong’s success in co-hosting the equestrian events of the 2008 Olympic Games, an equestrian performance was arranged, and Miss Karen Mak, a renounced equestrian team member in Hong Kong since 2000, was invited to perform the equestrian. The riding area was surrounded by Longines and BelleArti banners, and the jump over obstacles were dressed up to show the very special curve of BelleArti, which glorified the geometric Art Deco style beauty that was so dear to BelleArti. The beau geste riding action between Karen and the horse revealed the essence of Longines BelleArti collection - emancipated, determined, independent and feminine. A brand new Longines BelleArti watch was presented to Karen Mak to indicate both Longines and equestrian belief in eternal elegance.

The press were all impressed by the equestrian performance. The interaction of Carina and the horse had captured a lot of photo opportunities. The format of this press event was very new in the industry and had successfully aroused the interest of the press and the readers. We believe that with the growing popularity of equestrian in Hong Kong, we could further strengthen the bond between Longines and equestrian to strengthen relevancy and elegant image of the brand in the market.