During the first third of the 20th century, Longines began to design movements made specifically for wrist-worn watches. Until that time, of course, it had built calibres engineered and sized for pocket watches. Although the first Longines wristwatches were merely suitably adapted pocket designs, the company began making movements conceived specifically for the wrist around 1916. Its watchmakers devoted considerable time and effort to refining watch-case design as well as to designing improved movements. During this pivotal period, the aesthetic guidelines governing the wristwatch progressively emerged, with Longines a major contributor. By the 1950s, Longines had acquired vast experience in the creation and manufacture of wristwaches. It more than mastered the art of watch-movement construction and now had the means of placing its own stamp on wristwatch design.

In 1957 it successfully applied its technical and design heritage to the creation of the Flagship collection, the first milestone of the Museum devoted to the last halfcentury of Longines watch design and production. The exhibition presents the significant timepieces conceived by Longines between 1957 and 2007. It spotlights the collections that truly contributed to Longines’ worldwide reputation, not least the celebrated Conquest, Admiral, Ultra-Chron and ltra-Quartz. The exhibition naturally features the refined styling of such contemporary designs as Longines DolceVita, Longines evidenza, Longines BelleArti, and, the perfect illustration of Longines watchmaking heritage, the Longines Master Collection.

Longines BelleArti model in stainless steel, set with 42 diamonds.