CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
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
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
