Just because, here are photos of 2 different Longines QWRs, which were typically ultra-thin Quartz watches that were Water Resistant. These were manufactured in the 1980s and both belonged to my father. He gave them to me a couple of years ago, and the all-gold version is solely responsible not only for my love and respect for Longines but, more seriously, my infatuation with watches.
It’s model MZ 5703-0978, which nowadays goes for a couple hundred bucks on eBay if you can find one (it’s hard to find and often it’s mislabeled as a woman’s watch). What struck as me as so prestigious was the band. The shape of the links. Their bark texture that, although the watch is 18K gold plated, gave me the impression that this timepiece was so luxurious, so raw and pure, that it was carved by hand from gold bars at Fort Knox. Of course, none of that was true, but at five years old I held a more imaginative–cartoonish–perspective of jewelry, and when you consider that alongside the fact that I held my dad in heroic esteem, you begin to understand how brand loyalty is seeded and nurtured over the years.
But what’s really interesting is how my admiration for the brand changed over time. Neither of these pieces suit my tastes today, and it’s no secret that Longines is not the utmost height of cachet in watches. However, as I grew into the hobby and grasped concepts of money and budgets, I understood and appreciated Longines for its reasonably priced luxury and prestige. It was the best watch my father could afford and, wow, I used to really think it was a nice watch. I admit I don’t love everything they produce, but even today you really do get a lot of watch for your money.
This isn’t an era that Longines is particularly proud of, and no one points to this watch to illustrate the brand’s heritage and watchmaking legacy. But, forever in my mind, Longines is a great watch worn by a great man. No campaign Longines will develop will affect the brand positioning that this watch worked on me.
More photos below: