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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsPatrick Aoun’s vision for Longines is to preserve its heritage and performance credentials while making elegance relevant to contemporary life. In a January 2026 interview, the brand’s CEO argued for a broad portfolio rather than dependence on one signature watch, and said Longines should remain in its established price segment with reliable, well-designed Swiss timepieces at accessible prices. These are Aoun’s stated priorities, not a formal corporate strategy announcement.
MONOCHROME published its interview with Aoun on 27 January 2026, following a conversation at the 86th Hahnenkamm Races in Kitzbühel, Austria. The interviewer was Xavier Markl. The introduction says Aoun took the CEO role in June 2025. The interview also describes Longines as founded in 1832; those historical details are reported by the source, rather than independently verified here. Read the full interview at MONOCHROME.
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Longines Wristwatches A Collectors Guide | $29.95 | Buy on Amazon |
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HYDROCONQUEST 41MM Automatic Watch | $1,600.00 | Buy on Amazon |
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Conquest 41MM Quartz Watch | $900.00 | Buy on Amazon |
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HYDROCONQUEST 44MM Automatic Watch | $1,600.00 | Buy on Amazon |
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Longines: Watches That Made History | $78.16 | Buy on Amazon |
What is Patrick Aoun’s vision for Longines?
Aoun’s account brings together three ideas: tradition, performance and elegance. He wants the brand to draw on its past without being confined by it, sustain its connection with precision and sport, and express elegance in ways that suit modern life. His shorthand for heritage is: “Heritage is our DNA. It’s our compass, not our anchor.”
That distinction matters: heritage, in his view, should inform contemporary design rather than require the brand to recreate the past. He also describes Longines’ desired style as understated. He argues against flashy or “bling” watches, framing elegance as confidence that does not need validation.
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How does Aoun define modern elegance?
Aoun rejects a narrow equation of elegance with formal dress. He says it can also be sporty, dynamic, casual or fun. That broader definition gives Longines room to express the same brand identity through very different kinds of watches, instead of treating elegance as a single look.
This is a statement of direction, not a model-by-model design brief: the interview does not specify particular references, materials or product changes that will result from it.
Rank #2
- Automatic L888 movement, hours, minutes, seconds and date Screw-down case back
- Stainless steel with double safety folding clasp
- 5 Year International Warranty
Why does he see a broad collection range as a strength?
Aoun describes Longines as a multi-collection brand, not one built around a single signature product. He names DolceVita, PrimaLuna, La Grande Classique, the Master Collection, Conquest, Legend Diver, Ultra-Chron and Spirit as examples of its range.
He says Conquest dates to 1954 and was the first Longines collection to be officially named. That history is Aoun’s claim in the interview; the article does not independently verify it. The reference to Conquest is collection-level context, not a recommendation of a specific watch or model.
Rank #3
- Stainless steel with triple safety folding clasp and push-piece opening mechanism
- 2 Year International Warranty
The strategic contrast in Aoun’s remarks is breadth versus reliance on one icon: a portfolio can present different interpretations of Longines’ identity while retaining the common themes of performance and elegance. The interview does not provide a formal comparison of the named collections or their specifications.
What price position does Aoun want Longines to keep?
Aoun says Longines is a leader in its price segment and that he intends it to remain there. He describes the goal as offering reliable, beautifully designed Swiss timepieces at accessible prices, and identifies accessibility as a strength of the brand.
Rank #4
- Automatic L888 movement, hours, minutes, seconds and date Screw-down case back
- Stainless steel with double safety folding clasp
- 5 Year International Warranty
He does not give a numeric price band, sales target or market-share figure. The interview therefore establishes his intended positioning, not a precise definition of “accessible” or a forecast of future pricing.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What role do sport and timekeeping play?
Aoun calls sport fundamental to Longines. He connects the brand with functional watches and precision timing, mentioning chronometers, high-frequency movements and split-second timing as part of that tradition. For him, contemporary sports timekeeping helps establish reliability, credibility and trust.
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He also stresses the emotional side: a watch associated with a sporting achievement can preserve the memory of that moment. In this telling, timekeeping is not only a technical capability or sponsorship platform; it can help give a watch personal meaning.
How does Aoun describe his approach to uncertainty?
Aoun characterizes volatility as a continuing reality for global business. His stated response is to stay calm, avoid panic and remain close to consumers, so the company can anticipate changes rather than only react to them. This is his management view, not a quantified forecast or a promise about future performance.
What experience does he bring to the role?
Aoun says he had worked with Longines for 19 years at the time of the January 2026 interview. He describes responsibilities spanning the Middle East, the Indian subcontinent, North Africa and other regions, including many years based in Dubai. He says working across cultures taught him tolerance, adaptability and respect. These details reflect his account in the interview, not an independently checked biography.
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