For the sixth year running, Longines has presented an award to a person and an institution whose work and philanthropic activities meet its particular selection criteria, namely a definition of the brand’s motto “Elegance is an attitude”, which encompasses values such as generosity, courtesy, humility, altruism and selfless support for those who need it.

By promoting art, the Muró Foundation and its President, Florencia Infante de Garza, raise funds for many charitable institutions (over 70 since the Foundation was set up in 1999) and make an active contribution towards improving living conditions for the destitute as well as creating awareness of their problems and needs.

On 17 October 2007, in the prestigious library of the Franz Mayer Museum in Mexico City, Longines had the pleasure and honour to present the Foundation with two works by famous Mexican artists, namely a sculpture by Jorge Elizondo and a painting by Fernando Andriacci, as well as a cheque which will help treat children who are suffering from cancer. Mrs Infante de Garza was also given a watch from the Longines BelleArti Collection.