The very first qualifier of the Longines EEF Series took place on Saturday 24 April 2021 in Gorla Minore, Italy. Launched in 2021, this 3* level jumping team contest is connected to the Longines FEI Jumping Nations CupTM Division 1, providing the winning team of the Series a ticket to compete in the Division 1 season the following year. As Title Partner, Official Timekeeper and Official Watch of this first Italian leg, Longines was proud to time the victory of Team France, composed of Marie Demonte, Aurelien Leroy, Sebastien Duplant and Olivier Robert, ahead of Team Great Britain and Team Czech Republic. To celebrate their victory, the winners were presented with elegant Longines timepiece. This new Nations Cup circuit opens its doors to the next generation of riders, officials and sporting professionals from the continent. The format is applied for the first time to the 2021 outdoor season and will see the different teams competing in eight regionally organized qualifiers, two semi-finals and a final, taking place in July in Warsaw (Poland). The next qualifier of the Longines EEF Series will take place in Athens (Greece) from 3 to 6 June, 2021.%break%Longines and the European Equestrian Federation (EEF) The partnership between Longines and the European Equestrian Federation, which started in 2015, contributes to developing the sport across Europe, while strengthening the watchmaker’s long-lasting commitment to equestrian sports. Longines and Equestrian Sports Longines’ involvement in equestrian world dates back to the 19th century, when it started producing pocket watches engraved with equine subject. In 1912, the Swiss watch brand first collaborated with an international Show Jumping competition in Portugal. Today Longines’ engagement in equestrian sports worldwide includes competitions in the disciplines of show jumping, flat racing, dressage, driving and eventing.
From 21-23 April 2021, Longines China presented the 2021 novelties to the press and the retailers during an event held in the beautiful city of Xishuangbanna, Shouthwest China. On this occasion, journalists were invited to dive deep into Longines’ universe during a two-day trip. The exhibition featured the brand’s elegant collections, from the HydroConquest to the Longines Legend Diver or La Grande Classique de Longines. An event perfectly in line with Longines motto “Elegance is An Attitude”, during which the press also had the occasion to discuss – via a digital meeting – the novelties with Matthias Breschan, Longines CEO.
On 16 April, 2021, Longines celebrated the opening of its new corporate Boutique at Zhengzhou Grand Emporium, China, with its Ambassador of Elegance, Zhao Liying. The Chinese actress unveiled the brand new store, spreading across 65 square meters and featuring a large choice of Longines timepieces, including the most iconic watches, as well as the most recent models. When asked about her favorite collections, Zhao said: “I love the brand’s elegant timepieces, from the Elegant Collection to the HydroConquest, not forgetting the Longines Master Collection and the Longines Spirit. These watches combine refined design with innovative technology, perfectly embodying Longines’ slogan: Elegance is an Attitude.” Alongside Zhao Liying, numerous guests attended the celebration, including media, customers and local representatives. Following the ribbon cutting ceremony, attendees were invited to discover the Boutique as well as the new Longines Spirit exhibition, located on the same floor and also unveiled that day. The new Longines Boutique and the Longines Spirit exhibition are located at Zhengzhou Grand Emporium, No. 126, Hua Yuan Road, Zhengzhou City, China.