Jennifer Lawrence joins Longines as an Ambassador of Elegance

Zach Blass

We used to run a series called Fantasy Watch Ambassador where the Time+Tide team had a fantasy draft on behalf of various watch brands, pairing them with who they believed would make a great ambassador for the brand. But this is real news. Jennifer Lawrence has officially joined the Longines family as an “Ambassador of Elegance”. While I would have never organically dreamt of this pairing myself, now that it has happened it is becoming really clear to me that this a great move on Longines’ part.

For those less familiar – although you would have to live under a rock not to know who she is – Longines explains: “Jennifer Lawrence is one of the world’s most captivating actresses. With her portrayal of teenage heroine Katniss Everdeen in The Hunger Games in 2012, she established herself as a global star and since then, she has amassed a body of work that has garnered an Academy Award and three additional nominations, a BAFTA, two Screen Actors Guild Awards, and three Golden Globes. She has also appeared on Time magazine’s list of the 100 most influential people in the world.”

Since her time as a teenager on The Bill Engvall Show, she has blossomed into the powerhouse talent she is today. Equally loved off screen as she is on screen, her down-to-earth personality, charisma, humour, quick wit, and at times, perhaps, lack of a filter, makes her beloved by fans worldwide – a superstar that still feels like the girl next door.

“Longines is rooted in a legacy of innovation and quality trusted by some of history’s greatest trailblazers. I am thrilled to join the Longines family and look forward to our partnership in the years ahead!” Lawrence explains, “Longines has long been synonymous with timeless elegance, which to me, can be defined as a quiet powerfulness met with grace and confidence. And as a native Kentuckian, I’ve always associated Longines with the Derby and the embodiment of tradition.”

The way I see it, this is a real coup for Longines. Their advertising materials position the brand as timeless and elegant – both of which are definitely characteristics they maintain. But such an image may lead some consumers to believe their products are out of reach and highly expensive. Sure, Longines watches are luxury watches. But price wise they fit into the “accessible luxury” tier and deliver a lot of watch for the money. Perhaps someone as relatable as Lawrence may better position Longines as an attainable brand with the actor promoting an image of someone with everyday sensibilities indulging in luxury. All I know is that I am excited to see how this partnership unfolds.