Longines unveils a sophisticated evolution of PrimaLuna, their moon-inspired women’s collection. The campaign stars Ambassador of Elegance Jennifer Lawrence, captured in an intimate setting that embodies the collection’s effortless, understated luxury.
From the Greek Artemis to Roman Diana to even Mayari of Tagalog mythology, moon goddesses have embodied feminine power and grace across cultures. The celestial rhythms and phases even marked humanity’s earliest understanding of time. Ancient civilizations looked to lunar cycles for their first calendars, recognizing an inherent connection between the moon and life’s most profound moments. This marriage of feminine grace and temporal precision is perfectly captured in the Longines PrimaLuna collection, which celebrates the flowing poetry of the moon through watches as round as the celestial body from which they take their name.
Now, PrimaLuna enters its most sophisticated phase yet as Longines unveils a redesigned collection. It speaks to the woman who appreciates the beauty that each moon phase reveals; and much like the moon herself, she captivates us anew every night while remaining fundamentally, timelessly elegant.
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The Art of Thoughtful Evolution
The redesigned PrimaLuna is subtle at first glance, representing the thoughtful refinement that defines luxury. It starts with the 34-mm case, which now features softly domed surfaces that seem to breathe with the light. The crown has become something of a small sculpture, shaped like a bubble to evoke the full moon, with tiny lunar crescents etched around its perimeter.
For the first time since PrimaLuna’s debut, the moonphase complication includes a date display. The Longines-exclusive L899.5 automatic calibre powering this functionality features silicon balance spring technology, offering a substantial 72-hour power reserve, as well as enhanced resistance to the magnetic fields and temperature swings of daily life. Water-resistant to three bars, these watches are built for real wear.
The collection offers three distinct personalities through its dial expressions: classic sunray silver for timeless appeal; white mother-of-pearl adorned with diamond indexes for understated luxury; and celestial blue mother-of-pearl with diamond indexes, for those who prefer their elegance with a bit more presence. Case options span from stainless steel to bi-material combinations, with some models adorned with diamonds and sapphires. The redesigned bracelet features shorter, half-moon domed links, while premium alligator leather straps come in alluring blue, charming red, or rich burgundy—offering versatility that matters in daily wear.
The collection’s pinnacle of horological artistry takes the form of a celestial blue mother-of-pearl dial embellished with 14 diamond indexes. This is encircled by 48 sapphires, marking the first time these stones have graced any PrimaLuna bezel. With subtle gradation of hues and sizes, at 1.06 carats total, they create a poetic effect: the infinite variations of the twilight sky. A pearly celestial blue leather strap echoes the dial’s ethereal beauty, showcasing a harmonious expression of grace and polish from dial to bezel to wrist.
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An Ambassador Of Effortless Elegance
The campaign features Longines Ambassador of Elegance Jennifer Lawrence, who recently made her red carpet debut at the Cannes Film Festival wearing Longines for the occasion. This time, we find her in a more intimate space: a solitary moment inside an empty opera house, away from the crowds and cameras. It’s a setting that perfectly captures that intimate connection between timeless tradition and modern confidence.
The choice is also authentic to Lawrence’s natural understanding and expression of elegance. Since becoming an ambassador in 2022, she’s brought refreshing honesty to the role. “Elegance is effortless and simple. Understated,” she explains. When describing the redesigned PrimaLuna collection, she focuses on versatility: “It has the kind of classic elegance that can easily go from day to night, casual to formal.”
Most tellingly, Lawrence’s philosophy about time itself mirrors what makes the redesigned PrimaLuna collection special. On personal luxuries in our busy world, she reflects: “The older I get, the more I realize that how I feel when I’m doing something is important. A good day starts with my mindset.”
It’s exactly that mindset that transforms a beautifully and meticulously designed timepiece from a mere accessory to a daily companion. It enhances those small moments of appreciation: whether you’re checking the time during a quiet morning coffee or creating that second of inner peace for yourself as you steal a glance at the moon during an evening out.
Timeless As The Moon Herself
From ancient goddesses to modern ambassadors, elegance has always meant the same thing: beauty that’s both powerful and precise, graceful yet strong. This is what the redesigned PrimaLuna achieves through its marriage of technical mastery and celestial poetry. Like the moon, which has guided our understanding of time for millennia while maintaining her own mysterious grace, the collection proves that some inspirations never go out of style. They simply evolve, becoming more exquisite with each passing phase.
The redesigned PrimaLuna collection launches in phases this year: September and November for automatic moon phase models, and December for quartz versions.
Longines is located at SM Megamall, Power Plant Mall, and Solaire Resort.
Photographs courtesy of Longines and Lucerne.
