Longines launches in “Andén Cero” of Madrid Subway its Conquest Ceramics Collection
Longines has launched in Madrid its Conquest Ceramics Collection. The act took place at the new Museum of Madrid Subway, named “Andén Cero”, where Longines displays an advertisement since the beginning of the XX Century.
Madrid Subway has recently inaugurated its new Museum, Andén Cero, in the old subway station Chamberí, which was closed since 1966. When it was reopened and renewed, a lot of old ceramic advertisements were found at the platform. One of them was Longines’, and had been there since King Alfonso XIII inaugurated the station in 1919.
Nowadays, after the works that the station has undergone, the public can visit the Museum and observe how everything was at that time, from the ticket office to the platform. Throughout the route, the visitor will discover a real station from 1919 with its original ceramic advertisements and furniture, accompanied with audiovisual material with the Subway’s history.
Ceramic is the new material that Longines has used in the bezel of the Conquest Collection watches, and therefore it took advantage of the coincidence of the fact that this material had been used in the station for the original advertisement of this line of watches.
The Conquest line perpetuates the spirit of adventure of all those who, wishing to discover new horizons, have dared to go farther than others. It is in this spirit, and bearing in mind the brand’s own heritage, that Longines designed the models in the Conquest line. Its aim is to seduce today’s sportsmen and women, who concentrate on efficiency and performance without sacrificing elegance. The subtle balance between ceramic and steel is a perfect allegory of this spirit. Ceramic, an extraordinary unscratchable material, combines its aesthetic qualities with an almost absolute resistance to rubbing, abrasion and high temperatures.
The expert craftsmanship of this blend of ceramic and steel illustrates the philosophy and attitude of Longines by associating elegance and performance.
