AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
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
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
