Longines reaches for new (celestial) heights as it reinvents its classic Primaluna watch, unveiled on the wrist of its Ambassador for Elegance Jennifer Lawrence. A masterclass in elegance, elevation and refinement, this is the start of a new era in female horology from the Swiss house
One cannot think of watchmaking without evoking the name Longines. Synonymous with elegance, refinement, and enduring sophistication, the Swiss maison has shaped the horological landscape since 1832. From the sleek finesse of the Dolcevita to the commanding presence of the Conquest, every Longines creation bears the mark of artistry that borders on perfection.
But now, in 2025. Longines turns its gaze to one of its most cherished creations: the Primaluna. Since its debut in 2009, this luminous timepiece has long embodied feminine grace and celestial inspiration. Now, with the influence of its Ambassador for Elegance, the Hollywood powerhouse Jennifer Lawrence, Longines reimagining the Primaluna for a new era – breathing fresh life into a classic, whilst honouring its timeless allure.
Photo: Longines
Photo: Longines
Drawing inspiration from its first iteration, every detail of the new Primaluna has been thoughtfully refined. From its harmonious case proportions to the addition of a discreet display within the moon-phase complication, the design reflects both technical mastery and aesthetic poetry. Expert gem-setting further enhances its allure, elevating the piece into a true expression of artisanal expertise.
A watch can give you a more polished, professional look. I love that it can be functional jewellery
Jennifer Lawrence, Longines Ambassador for Elegance
The visual metamorphosis of the new Primaluna begins with its case, where a subtly domed surface creates a captivating play of light and shadow. This softly rounded bubble-like silhouette recalls the fullness of the moon itself, whilst delicate engravings encircle the caseband - an invitation to touch, and a tactile echo of the celestial complication housed within.
Offered in a spectrum of finishes, ranging from polished stainless steel to refined bi-material combinations, and further elevated by diamond adornments, each variation speaks to Longines' pursuit of versatility and beauty. Yet the collection reaches its zenith in the new sapphire edition. Here, a radiant blue mother-of-pearl dial shimmers like the night sky, framed by a bezel set with 48 hand-selected sapphires. The result is not merely a watch, but a poetic celebration of time: a meeting of celestial inspiration, Swiss precision, and the enduring elegance of the Longines woman.
Photo: Longines
Such elegance reaches new heights when brought to life by the brand's ambassador for elegance, Jennifer Lawrence. "Since joining [Longines] as an ambassador, I've become so much more aware of watches," says the actress. "The new Primaluna watch feels timeless. It has the kind of classic elegance that can go from day to night, casual to formal."
For Lawrence, this affinity for timepieces is deeply personal. “It has definitely developed over time. When my husband and I got married, my brother-in-law gave me a watch that his father had given him when he was younger, which was such a meaningful gesture that changed my perspective on watches. Ever since then, my love for them has grown.”
It is the marriage of refinement and precision that truly defines the new Primaluna. "It's sleek, understated, and precise. You can really feel the Swiss watchmaking elegance," she muses. "I think a watch can give you a more polished, professional look. I love that it can be functional jewellery."