Movado vs Longines

Movado and Longines are both solid brands with a rich history and heritage. They both prioritize the affordability of their products. However, you will find Longines watches cost slightly more than Movado.

On the surface, it may seem as though they have a lot of things in common, but in reality, they are a lot different. A careful analysis of their market focus, position, design philosophy, style, and movement technology confirms this assertion.

There are many more differences between Movado's brand and Longines; we will analyze them in depth in this article. You must know these critical details to help you see the brand that aligns with your interests and make informed choices.

• Movado and Longines both cater to the accessible luxury market. However, the pricing at Longines is slightly higher
• Some Longines products undergo a series of tests, after which they are issued a chronometer certification. 
• The disparities between Longines and Movado can be seen in their pricing, materials, movement, and innovative strides.
• Longines' target market would be watch enthusiasts who are interested in cutting-edge technology, whereas Movado caters to people who want a combination of simplicity, conventional functionality, and affordability.
• You can browse our collection of the best quality movado wrist watches here

To get an accurate picture of the similarities and disparities between Movado and Longines, we will be analyzing how well they fare using the following key metrics below:

Pricing

Longines can be classified as a luxury brand, no doubt. Still, as opposed to the perception some people have about luxury items and how much they cost, we find a bit of a surprise with Longines watches, as they are considerably very fair for the kind of quality they possess.

The Movado brand has been transparent about its goal of being the focal point of the accessible luxury market. Their target is mainly individuals who aim to acquire a standard-quality watch at a fair price. They prioritize the production of quartz watches over automatic ones to meet this goal and satisfy their target customers. The Movado quartz model can be purchased for as low as $300 or even less for some collections, while the automatic price range is set at $900–$3,000. As expected, prices of collections manufactured with higher-quality materials or precious ornaments/metals would fall towards the higher end of the range.

Longines, on the other hand, are not as cheap but still classified as affordable luxury. Their quartz watches begin at $700, while their lowest price for automatics is pegged at around $1,500. Hand-crafted collections or spots with additional innovative features can be seen for as much as $5,000 or even more.

Despite the disparity in price, Longines, just like Movado, are categorized under accessible luxury. They appeal to consumers who desire to own a good-quality luxury timepiece but cannot afford the hefty price tag that comes with it. They bridge the gap between high-end luxury and affordability, delivering a more attainable price point for the same luxury watches.

Movement

Longines focuses primarily on the standard Swiss-made Automatic movement, unlike Movado, which does swing between automatic and quartz but tilts more towards quartz movement.

For Longines, their foremost value, which they have held dear for years, is to produce watches with precision timekeeping, and this value proposition led them to the discovery of the innovative chronometer-certified movement as far back as the 80s.

For you to be issued a chronometer certification, your product must have been put through intense tests carried out by Timelab Switzerland or other independent accredited organizations. The certificate is then issued to confirm that your product meets the quality standards for critical parameters like accuracy and precision. Some Longines collections that you can be sure would be accompanied by a chronometer certification laying credence to their accuracy and precision include the Longines Spirit Collection and the Record Collection, to mention just a few.

Design

When it comes to design, one word that briefly describes the Movado brand's philosophy is Minimalist. 

Yes, they focus on making simple, minimalistic designs often characterized by non-complex designs or features, clear lines, and structured simply without any complications. The Movado Museum with the iconic dot at noon is a true reflection of this minimalist philosophy.

Materials used to bring this simple yet classic design alive are very high-quality stainless steel, sapphire crystal, and other standard materials. However, Movado does not prioritize the use of striking or rare materials. Simplicity is their watchword.

The Longines brand is a lot more versatile in this regard. Their focus is on creating designs that are exquisite, regardless of the purpose for which they are intended. Their philosophy is centered around sophistication and functionality. 

Materials used in birthing these sophisticated timepieces include top-grade materials, including rare ones like titanium and ceramic.

Target Market

For the Movado brand, the target market is individuals who prioritize simplicity over flamboyance. 

Again, the target is individuals who desire to own a luxury timepiece but cannot afford any from the ultra-luxury market—those who need a highly functional watch of excellent quality that can be worn to different events.

Longines share the same market audience regarding affordability, just that they are priced slightly higher than Movado. However, they appeal to individuals who aim to own timeless, quality watchpieces with a rich brand history and heritage.

Another set of people who form the target audience of Longines are those who want a smooth blend of exquisite designs and optimal functionality.

Both brands have good offerings. One's personal preferences and budget would determine better value in this instance.

Those with a penchant for watches with advanced technology would get good value for their money with Longines. At the same time, those focusing on modern design, standard functionality, and affordability are better off getting a Movado watch.

How does the durability of Movado watches compare to Longines?

Using critical metrics like material, movement, and engineering construction, we can tell that both brands prioritize the durability of their products. However, Longines stretch themselves even more, particularly in their sports watch collection, to guarantee accuracy and reliability. 

What are the standout designs of Movado and Longines watches?

For the Longines, it's most probably the chronometer certification. It is a certification that solidifies their claim of precision and accuracy.

How do the brand histories of Movado and Longines influence their current market position?

The brand history does influence the current market position of both the Longines and Movado brands. They have enjoyed a lot of goodwill from their value proposition of accuracy, elegance, and precision for Longines and affordability, modern design, and simplicity for Movado. Thus, they have both created a legacy out of it.

We have established that both Movado and Longines produce luxury watches, with Movado's priorities focusing more on affordability and standard quality. At the same time, Longines prioritizes more advanced features that guarantee ultimate precision and reliability.

Were you, at any time, stuck between a Movado and a Longines luxury watch?

All you need is an introspection into your personal needs and preferences and, lastly, your budget. You can visit our online store and shop quality luxury wrist watches, Our experienced online customer support team is always ready to answer all your questions.

Have you had any experience with either the Longines or Movado brand?

We'd love to hear from you in the comment section.