[Interview] Longines CEO "Matthias Breschan"

Wearing a Longines sends the message that you have a story to tell.

　Matthias Breschan has completely revamped Rado since taking office in 2011. In July 2020, he succeeded Walter von Känel as CEO of Longines. With the motto of "disruptive innovation," he has revamped everything from marketing to products. What kind of skills will he bring to the long-established brand?

"At Longines, tradition and innovation are interrelated keywords. Longines has a rich history, but that does not mean that we live in the past. We see tradition as a springboard that stimulates innovation, both technically and aesthetically. We will continue to reinterpret and launch Longines heritage models, but at the same time, we continue to draw inspiration from past models to create new works."

Matthias Breschan
CEO of Longines. Born in Austria. Joined the Swatch Group in 1996. After serving as area sales manager at Swatch Telecom, he moved to Hamilton. After serving as CEO of Hamilton, he became CEO of Rado in 2011 and transformed the brand's approach. He has held his current position since July 2020. He cites "innovation number one, innovation number two, innovation number three" as the key factors for Longines' success.

　Currently, Longines is enjoying success in all areas. Its reissues are selling well, and its basic collections are gaining popularity. However, its sports watches seem to be weak. How will it improve this?

"Well, as exemplified by the Conquest and HydroConquest, Longines has also demonstrated its strength in the field of sports watches. Examples include the Conquest V.H.P. and other new variations. However, what we place even more importance on is the new collection, the Longines Spirit, which has just been added to the sports line. This is a collection that contains a glorious tribute to the heroes who set records with their spirit of exploration and courage and made their mark on history, and it is a timepiece that embodies their pioneering spirit. This collection shows how important sports models are to Longines."

　The other question is what strategy will be adopted after COVID-19: how will consumers change and how will Longines respond?

"We believe that staying true to the brand's DNA will serve Longines' long-term strategy well. We believe in our products, and their values ​​will help us continue to grow in the future. And after the COVID-19 pandemic, and now more than ever, people will invest in brands they can trust and that fit their personality. I believe wearing a Longines watch sends a clear message: 'My watch has a story to tell, and I have a story too.'"

　Matthias Breschan has revamped Rado in less than 10 years since taking office. As he has just taken office, we were not able to hear any specific details, but it will be interesting to see how he will steer the company in the future.