In Sydney, an evening of elegance with Longines

Step inside the grand opening of the Swiss watch brand’s new Sydney store, which combines contemporary design with Longines’ signature attitude

By Ruby Stephens

Published: Oct 15, 2024

SYDNEY JUST GOT a glow-up, and no, it’s not another fancy restaurant or rooftop bar. Longines, the Swiss watchmaking legend, decided it was time to bring some serious wrist-game to the city with its brand-new flagship boutique. But this wasn’t just any old store opening; the brand new space is a temple where elegance meets engineering – and where your wrist gets the VIP treatment.

As guests strolled into the sleek new Longines boutique in Sydney’s CBD, they let go of a collective ‘wow’. The store is dripping in contemporary style while flaunting Longines’s impeccable craftsmanship – with the Conquest Collection as the star of the show.

And, of course, when Longines throws a launch party, they bring out the big guns. Longines Ambassador of Elegance, Barbara Palvin, in all her effortlessly chic glory, was rubbing shoulders with local sporting royalty Dylan Alcott, model Sarah Ellen and actress Maddison Brown. Safe to say, this wasn’t just any watch boutique launch; it was an A-list affair complete with Sydney Harbour views, and enough wrist candy to make your heart race.

Longines Marketing Vice President Bernardo Tribolet. Photography: courtesy of Longines

Dylan Alcott. Photography: courtesy of Longines

After an afternoon of viewing Longines’ stunning collections, guests were whisked off to an exclusive afterparty at Point Piper. And when Sydney’s iconic harbour is your backdrop, you know it’s going to be a good time. Creative cocktails were in full flow, music was pumping, speeches were made and, of course, there were plenty more moments to admire those luxury timepieces – because, let’s face it, what’s a party without a little extra glimmer?

But the real star of the show? That Conquest Collection. Celebrating its 70th anniversary and still looking fresh, this legendary line was born in 1954 and hasn’t missed a beat since. Designed to be bold, sporty, and utterly timeless, it’s the watch equivalent of putting a tuxedo on James Bond. The latest editions in new colours and materials perfectly balance vintage charm and futuristic flair.

Longines VP of Marketing, Bernardo Tribolet, commented, “The Sydney flagship boutique is set to become a hub for watch enthusiasts, offering them an unparalleled shopping experience in a refined, modern, and elegant space. Customers will be able to explore the full range of timepieces, from heritage-inspired collections to timeless and contemporary styles.”

The new flagship isn’t just a place to buy a watch, the experience comes with it. Think sleek, modern design with a side of Swiss precision. You’re not just shopping; you’re immersing yourself in the Longines legacy firsthand. It’s where the brand’s motto, “Elegance is an Attitude” comes to life.

Discover the new store at Shop 2025, Westfield Sydney, on the corner of Pitt St Mall and Market St, Sydney, NSW 2000.