Is Longines a Luxury Watch Brand? Understanding Its Market Positioning

If you're curious about Longines as a brand before buying one of their watches, you might have come across people calling it "entry-level luxury."  

Longines is a Swiss watchmaker that has been creating stylish and high-quality watches since 1832.  

Whether Longines truly counts as a "luxury brand" depends on how you define luxury, especially when compared to big names like Rolex and Omega.  

In this guide, we'll touch on the brand's history, explore its watch collections, discuss price ranges, how it's perceived in the market, and list the pros and cons of owning a Longines watch.

A watch brand is considered "luxury" when it stands out for its quality, craftsmanship, and exclusivity.  

• These watches are made with premium materials like gold, platinum, or sapphire crystal and often include precise, high-performing movements that ensure accurate timekeeping. 

• The design of luxury watches is also unique and elegant. 

• Some brands have a rich history and legacy, which adds to their reputation and makes their watches more desirable.

• Exclusivity plays a big role, too. Luxury watches are usually produced in limited quantities, making them rare and unique. 

• The materials, craftsmanship, and brand prestige often justify their high price.

The answer to the question “is longines a premium brand?” will depend on this definition.  

The luxury status is also built over time. The brand’s market share, the perception among elites, and collaboration with milestone fashion shows, movies, celebrities, and so on are key indicators. 

When you carefully consider Longines' heritage, craftsmanship, and market position, it's clear that the brand claims a luxury status, albeit in the accessible luxury category.  

What makes Longines special is how it blends true Swiss heritage, elegant designs, and impressive technical know-how to deliver luxury vibes without the sky-high price tags of ultra-premium brands. 

Back in the 20th century, Longines was a big deal in the watch world, with a history that easily outshines many of its current competitors.  

That’s why top collectors like Goldberger, Paramico, and Parmegiani are huge fans of vintage Longines watches—they know the brand’s value. 

But here’s the thing: the Swatch Group seems to be selling Longines short.  

They’ve positioned Omega as the higher-end option and Longines as more of a “step-up” brand, which doesn’t really reflect how much history and potential Longines truly has. 

Luxury isn’t just about price—it’s about how recognizable a brand is and how people feel about what they’re paying. For Longines, it’s clear that the brand is recognized, but whether it feels like “true luxury” depends on how you see its pricing.

Longines watches cost around $2,000 on average, though prices range from around $200 to $6,000 depending on the model. 

For example, models like the 43mm Conquest or the men's 41mm and 39mm HydroConquest Quartz are great picks, with the HydroConquest costing about $200 more than the Conquest.  

These models use quartz movements powered by batteries, which helps keep costs down—unlike other higher luxury brands that don’t make quartz watches.  

On the higher end, Longines also offers mechanical watches for those looking for something more traditional.   

Most Longines watches fall in the $1,000 to $4,000 range. Still, their vintage models, like the Art Deco designs or the iconic 13ZN chronographs, can fetch five-figure prices at auctions due to their rarity and historical significance.   

As for resale value, it largely depends on the brand's reputation and recognition. Generally, the stronger a brand’s image, the better its resale value.  

Of course, some watches hold their value because they’re rare or have achieved iconic status, but as a rule of thumb, a well-regarded brand will give you more return when it’s time to sell—and this isn’t just true for watches, but for most products.

There’s no doubt that Longines is a good brand. But a narrow look into their collections will give you a clearer idea of their position in the market. 

This limited-edition timepiece pays tribute to the Officer’s watches that Longines supplied to soldiers during World War II.  

Staying true to its 1930s roots, it features large, easy-to-read Arabic numerals, a simple black dial, and a convenient sub-dial at 6 o’clock.  

The charcoal-grey leather strap enhances its vintage charm, making it perfect for those who love a retro aesthetic.

Longines Conquest L37172769 watch  

The Conquest collection is a timeless classic from Longines. I always tell people this one is designed for exploration, and explaining why is simple.  

This watch offers 300 meters of water resistance, making it adventure-ready while maintaining a sleek, polished look. 

Its all-steel design transitions effortlessly from daily errands to outdoor escapades, combining practicality with style.

Longines Legend Diver L3.774.1.50.2 

This modern take on a 1960s dive watch brings a bold splash of color to a classic design.  

Featuring clean lines, a deep-green dial, and a bronze case, it blends vintage charm with contemporary technical upgrades like the calibre L888.  

It’s an eye-catching choice for anyone who appreciates retro-inspired watches or just has a great sense of style.

Longines Spirit L3.810.4.03.2 

The Spirit collection is Longines’ homage to aviation pioneers who wore their watches while exploring the skies, seas, and land.  

This model combines a khaki-green dial with bold Arabic numerals and a date window at 3 o’clock, all housed in a sturdy stainless-steel case.  

Paired with a comfortable brown leather strap, it’s an elegant yet rugged choice for everyday wear.

 Longines HydroConquest Watch 

The HydroConquest is the ultimate sporty watch in the Longines lineup. Its deep-green stainless-steel design takes inspiration from iconic dive watches like the Rolex Submariner but offers it at a fraction of the price.  

With a durable rubber strap and impressive performance, this high-quality timepiece is built to handle anything from underwater adventures to rough terrain.  

This is why many people like this collection as a reliable companion for any activity. 

Of course, other collections like the Primaluna, Lyre, Presence, Spirit, Master, and La Grande also have waves in their own right. 

Longines’ story goes all the way back to 1832, in a little Swiss village called Saint-Imier.  

It’s one of Switzerland’s oldest watch brands, known for its precision and innovation right from the start. Its iconic winged hourglass logo, registered in 1889, is still in use today—making it the oldest trademark in the world that hasn’t changed. That says a lot about its legacy.   

Longines became famous for its role in sports timing, especially in aviation and horse racing.  

Some of their most iconic watches tell the story of their innovation. The 13ZN chronograph from 1936 was off the roof, and the Lindbergh Hour Angle Watch, designed by aviation pioneer Charles Lindbergh, is a timeless piece of history.  

These models and the brand’s classic mid-century designs show why Longines has earned its place as a solid brand in today’s watch market. 

Longines watch brand logo 

To have a clearer understanding of where Longines stands in the luxury hierarchy of today’s watch market, we created this table to compare the brand with top dogs like Rolex, Omega, Patek Phillippe, Cartier, Tudor, and even Hublot. 

Before buying a Longines watch, no matter the model, take note of these pros and cons:  

• Longines watches are known for their accuracy, especially the Quartz models like the Conquest V.H.P. 41mm.

• They are relatively affordable

• There’s a wide variety of models to choose from.

• Longines offers watches in many different case shapes, giving you more options.

• They have a selection of special and limited edition watches.

• The brand provides quartz models, which are more accurate and require less maintenance than mechanical watches.

• Longines watches don’t typically hold their resale value, unlike Rolex and Omega watches.

• They don’t make as many super-expensive models (if that’s what you’re after).

Swatch doesn't want Longines to compete with Omega, just like Tudor avoids going up against Rolex.  

Their strategy is to keep their brands in different market segments. While some watches from Tissot, Mido, Rado, Longines, and Omega may overlap, they generally serve different needs. 

A Flyback Chronograph under $5K is exactly what Longines is known for—offering quality, innovation, and good value.  

Whether it’s a $3K column wheel Chrono, a $3K high-beat, or a $2K chronometer, Longines shows you don’t have to spend a fortune for a well-made, innovative watch. I’m all for that approach.  

Indeed, every watch lover would want to be able to afford watches in the $10K - $20K range, but for now, those who are at Longines level will likely find it hard to look elsewhere. 

Since Longines is a popular name, it’s easy to find knockoffs, especially when shopping online.  

You can find a wide selection of original Longines watches for sale at MyGiftStop. Our collection features the most popular styles and models from the Swiss brand.  

We are an authorized dealer of Longines watches. You also get free US shipping on your orders and enjoy discounts when they are on. 

Yes, Longines watches are worth the price for their combination of Swiss craftsmanship, elegant design, and high-quality materials, especially in the entry-level luxury range.

Longines stands out for its rich heritage, Swiss-made precision, innovative technology, and its ability to offer high-quality luxury watches at accessible price points.

Longines watches are made in Switzerland, specifically in Saint-Imier, where the brand has its headquarters and manufacturing facility.