In the historic heart of Brussels, between the Stock Exchange and the Grand Place, a new logo—the winged hourglass—now adorns a white façade. Behind it lies the new Longines boutique, the Swiss watch brand’s first in Brussels. This new, iconic location marks an important milestone in the brand’s European development.
Text: Anja Van Der Borght
The new boutique is far more than a series of sleek display cases: it offers a true experience. In a warm and relaxed atmosphere, visitors are invited to take their time—to try on watches, compare models and truly feel the elegance of a Longines timepiece on the wrist. This is essential, because trying on watches is about learning—and above all, understanding. Understanding what best suits your wrist: round, square or rectangular, and in which size. Understanding which high-quality materials best flatter your skin tone: white, yellow or rose gold, or a bi-colour combination. And then there is the wide selection of straps—elements that can completely transform the look of a watch and the way it complements your personal style.
Drawing on extensive watchmaking expertise developed in Saint-Imier, the birthplace of the Maison in Switzerland, the passionate team of advisors guides each client through the selection process. With a keen eye for detail and attentive, personalised service, they help choose the timepiece that best aligns with individual desires and expectations. The boutique also offers a broad range of straps with different types of clasps—a refined way to give your watch a new look and personality, adapted to the seasons and your wishes.
Eclectic and Elegant
Inspired by the flowing lines of Victor Horta, the atmospheric new boutique (100 m²) is designed as a subtle tribute to local Belgian architecture. Solid herringbone parquet flooring, retro cement tiles with floral motifs, and refined leather and steel details come together with Magritte’s bowler hat and an Art Nouveau coat rack, creating a harmonious dialogue between Brussels heritage and a modern, understated aesthetic.
The contemporary furniture, conceived as a library of different worlds, reflects the richness and diversity of the Longines collections and their varied themes. Every interior detail echoes nearly two centuries of history: the courage of aviation pioneers, the thrill of the first timekeeping at ski competitions, and the grace of equestrian events. It is an inspiring environment in which the core values of the winged hourglass brand—elegance, tradition and performance—come vividly to life.
In 1925, Longines introduced the very first wristwatch with two time zones
Renewed Longines PrimaLuna
Longines recently refreshed its PrimaLuna collection, drawing inspiration from the spirit of the very first edition. The new, subtly curved surfaces of the 34 mm case create a delicate interplay of light and shadow, while the crown itself makes a poetic statement: its bell-shaped silhouette evokes the full moon, with crescent-moon engravings encircling the surface to form a tangible link to the “celestial” complication within.
The automatic model with moon-phase complication features a completely redesigned date window. Another highlight is the model with a blue mother-of-pearl dial, framed by a bezel set with 48 sapphires matched to the dial colour. Available in stainless steel, elegant bi-material combinations, with or without diamonds and sapphires. From €2,900.
Longines Spirit Pilot and Longines Spirit Pilot Flyback
Five years after the launch of the Spirit line, the collection is now expanded with a three-hand model that remains true to its aviation heritage. The new Longines Spirit Pilot features a 39 mm stainless steel case with improved ergonomics. Its automatic movement is equipped with a silicon balance spring and innovative components that provide magnetic resistance ten times higher than the ISO 764 standard.
The movement delivers exceptional precision and offers a 72-hour power reserve. It is also COSC-certified as a chronometer, guaranteeing reliability. The new screw-in case back marks a significant structural evolution. From €2,600.
At the heart of the Spirit collection is the Longines Spirit Pilot Flyback, paying tribute to the 1930s, when Longines produced the first flyback chronographs. The new Spirit Pilot Flyback comes in a 39.5 mm stainless steel case with a bidirectional rotating bezel featuring an improved rotation system, and it introduces a countdown timer for the first time.
The chronograph is powered by a mechanical movement visible through the transparent screw-in case back. The silicon balance spring and innovative components ensure superior magnetic resistance, while the column-wheel chronograph mechanism with flyback function delivers the precision that defines professional aviation timepieces. Power reserve of 68 hours and COSC chronometer certification. From €5,200.
Longines Spirit Zulu Time 1925
In 1925, Longines introduced the world’s very first wristwatch with two time zones. To commemorate this milestone, the brand now presents the Longines Spirit Zulu Time 1925. This edition features a 39 mm stainless steel case with a bidirectional rotating bezel, accented by an 18-carat rose-gold cap and a completely new circular brushed insert.
The 24-hour scale makes it possible to track a third time zone. The rose gold—containing copper—pays tribute to the copper strip marking the Prime Meridian, embedded in the ground at the Royal Observatory in Greenwich, founded 350 years ago. Automatic movement with a 72-hour power reserve. From €4,500.
The above models are available via the webshop at www.longines.com and at the Brussels boutique.
Address: Rue de la Bourse / Boterstraat 35–37, 1000 Brussels.
