CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
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
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
