Tradition, performance and elegance: Why Royal Ascot and Longines are a perfect pairing

You hear the countdown – "three, two, one" – and then, for a moment, nothing happens. Echelons of high society lean over the railings, craning for a glimpse, their oversized, outrageously wonderful hats brushing against one another. Then the cheering begins. Horses, jockeys and billowing silks burst into view at full speed. Grips tighten around betting slips, champagne is forgotten, and polite applause gives way to full-throated cries of encouragement from people who, moments earlier, barely seemed to speak above a polite whisper. This is Royal Ascot.

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While the atmosphere is undeniably electric, one thing never wavers: elegance. It reveals itself in every detail, from the royals mingling among the crowds to impeccably tailored morning coats, sculptural millinery and polished shoes sinking into the manicured lawns. It is there, too, on the wrists of guests, where finely crafted timepieces quietly mark the passing seconds between races. Among them are the watches of Longines, the Swiss maison that has served as Royal Ascot's Official Partner, Official Time Partner and Official Watch for nearly two decades.

For Longines, Royal Ascot is more than just a sponsorship. The prestigious event perfectly captures the values that have defined the brand since its genesis: tradition, performance and elegance. "When you think of tradition, you think of Royal Ascot, it's probably the ultimate traditional place," Longines CEO Patrick Aoun explains. "When you think of performance, you see exceptional horses and exceptional sport. And when you think of elegance, you see the people, the crowd, the environment, and the horses. Royal Ascot, to us, is the perfect association."

Those shared values are hardly new. Long before it became synonymous with Swiss watchmaking, Longines had already established a relationship with the equestrian world, producing its first equestrian-themed pocket watch in 1869 before going on to become one of the sport's most enduring partners.

This year, the brand's story was embodied by Ambassador of Elegance Henry Cavill, who attended the races, looking oh-so dapper in his morning suit, wearing a rare 1926 Longines monopusher chronograph from the maison's archives. Having spent decades working alongside horses on films, Cavill explained why Royal Ascot held a particular fascination for him. "I've had the great privilege of working closely with horses on film sets, at times developing very real connections with them," Cavill says. "The dedication, the trust, the patience and the deep bond that is cultivated between horse and rider is truly something to be marvelled at.” His admiration extends naturally to Longines itself. "The Longines Master Collection reflects that same sense of heritage and attention to detail," Cavill adds. "There's a timeless quality to it that I find particularly compelling."

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Presented during the event, the newly reimagined Master Collection is a study in evolution rather than reinvention. First introduced in 2005, the collection has been refreshed with refined proportions, dial finishes and updated automatic movements, still maintaining the elegance that has long defined it. That balance between heritage and modernity is something Aoun believes is central to Longines' future. "Our history does not block us from going forward," he explains. "It's an area of inspiration. It's a compass, it's not an anchor."

This is perhaps what makes Norwegian entrepreneur and influencer Emilie Tømmerberg such a natural fit as Friend of the Brand. "When I see her, I see our values," Aoun says. "I see elegance. I see someone who is ambitious, someone who really wants to achieve in life.” For Scandinavian audiences in particular, that modern expression of elegance feels especially relevant. Aoun points to the recently launched HydroConquest collection as an example of a design that has resonated strongly across the region, while emphasising that there remains significant room for the brand to grow in the Nordics.

Ultimately, however, Longines isn't selling watches simply as something to tell the time. "You don't necessarily wear a timepiece to tell the time," Aoun reflects. "The timepiece is something that speaks to you. It's about having an emotional connection. It's something that records special moments in your life – something you might one day pass on to your children."

As the final horses thunder past the winning post and another roar ripples through the grandstand, it's easy to understand what he means. At Royal Ascot, time is measured not just in seconds, but in tradition, craftsmanship and moments worth keeping hold of.