IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
EditorsOct 23, 2018
Postcard North Carolina: World Equestrian Games and Watches
Senior Editor Brecken Branstrator dishes on equestrian elegance, pop-up shops and the possibility of a Longines smartwatch after traveling with the brand to North Carolina.
Longines was the official timekeeper of the recent World Equestrian Games in North Carolina, with its Record collection serving as the event’s official watch. (Photo credit: Scott Sitkiewitz)
A few weeks ago, I traveled to North Carolina, and for the first time, it wasn’t to visit my family.
I went to the Tar Heel State to attend the World Equestrian Games with Longines. The quadrennial event is billed as the Olympics of equestrian sports, combining eight World Championship-level events.
This year, it took place from Sept. 11 to 23 at the new Tryon International Equestrian Center, a 1,600-acre space in Tryon, North Carolina, about 90 miles west of Charlotte.
Over two days, we got to watch a number of events, including dressage, driving dressage, vaulting and of course, jumping. I don’t know much about equestrian sports, but I was surprised at how invested in the events I became, most especially team jumping, where we got to watch the U.S. take home gold.
We also got to wander the grounds, look at watches—especially the Record collection, the official watch of the Games—and speak with the Longines team, including a chat with Vice President and Head of International Marketing Juan-Carlos Capelli.
Here are a few interesting observations and tidbits I picked up while I was there.
1. If you want elegance, equestrian sporting is the way to go.
This probably isn’t a shock to anyone, especially those who have been to races, but it’s an incredibly stylish sport.
When you go to the Kentucky Derby, The Preakness or Belmont Stakes, it’s just as much about observing the attendees and their fashion—especially hat—choices as it is about watching the horses.
But it occurred to me even more this time around, because rather than watching the crowd, we were watching the athletes. The jumpers were in full blazers, some in ties and ascots. When it came to driving dressage, the drivers were wearing top hats. (I admired them even more given they were wearing all of this in North Carolina in September.)
In fact, it’s the all-around elegance of the sport that has contributed in part to Longines’ long-time partnership with it, Capelli said, as it is in keeping with the brand image they’ve created.
2. Equestrian sports represent a unique mix.
In equestrian sports, unlike many other athletic competitions, men and women compete at the same time, together and against each other.
This was an important part of Longines’ choice of partnership as well, Capelli told us, since it parallels the consumer purchasing breakdown of its watches, with sales split 50-50 among men and women.
View this post on InstagramA post shared by National Jeweler (@nationaljeweler) on Sep 21, 2018 at 9:11am PDT
3. It’s all about the timing, and this is where Longines feels it shines.
Longines has been aligned with timekeeping since 1878, when it produced a simple chronograph movement, the 20H caliber, the first mechanism manufactured by the company that could be used for precise timing.
Now, the brand is not only the official watch of the WEG but also the official timekeeper. Longines hires dozens of people for the event who are in charge of not only recording the finishes but also instantly calculating standings, rankings and points.
Additionally, last year, the company rebooted the Conquest V.H.P. (Very High Precision), a line of quartz watches first introduced in the 1980s, which Capelli said is the “most precise watch in the world” (at +/-5 seconds/year).
4. Longines has no plans to enter the smartwatch arena.
A number of Swiss watch brands have launched smartwatches and had success with them, including TAG Heuer.
But when Capelli was asked about a Longines smartwatches, he demurred.
“We don’t know computers. We know watches, so we’ll keep doing that. We want to have the best products for our customers,” he said.
5. The brand is optimistic about the future.
Capelli said the U.S. market is doing very well for Longines right now, and he thinks that the watch market also is developing well, as they are seeing more consumers choosing to buy watches. (Though this is the opposite of what some are saying about the current Swiss watch market. According to the latest numbers from the Federation of the Swiss Watch Industry, exports were down in September, with their value nearly 7 percent lower than year-earlier period.)
6. We’ll say it again: Pop-ups are a good idea.
The Tryon International Equestrian Center is massive, almost its own self-sustaining town. Outside of the event arenas there were many restaurants, a small market for grocery-type items, standalone cabins and soon there will also be a hotel.
Not surprisingly, Longines had a small pop-up shop at the venue. It was in the center of it all, perfect for capturing foot traffic, but there was also so much activity all around us, I wondered how well it did.
Capelli said that the brand’s pop-up stores “do very well at these types of events,” allowing consumers to discover Longines and what it means, and bringing the kind of fun retail experiences that are doing so well in the market right now.
More on Editors
The Latest
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
