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A Battle of mid-tier SWATCH group brands
If you are anything like me, the mention of the SWATCH group conjures up 2 extremes to Swiss watchmaking. There is the premium luxury led by flagship brand Omega, a legitimate rival to industry powerhouse Rolex in providing robust luxury watches with real history and brand cache.

And then there is the actual Swatch Watch, a seemingly disposable, and incredibly collectible, entry point into Swiss watchmaking. What about the area in between these extremes? That’s where the 2 brands we are comparing today both reside. Longines Vs. Rado: Both of these brands provide exceptional value for watch enthusiasts, with unique histories, innovations, and styles, but which one is right for you?

History of Longines

There are few brands (not just watch brands) that date back as far as Longines. Originating back in 1832, the company was founded by Auguste Agassiz in a small Swiss village of St-Imier. From there the brand exploded in popularity and was a pioneer in Swiss Watchmaking. From the first wristwatch with a chronograph in 1913, to the first watch with a rotating bezel in 1931, Longines developed many of the technologies that have become commonplace by today’s standards.

Although their current placement in brand hierarchy has them pegged a notch below fellow SWATCH group brand Omega and their chief competitor in Rolex, there was a time when Longines was viewed as an equally luxurious brand.After being acquired by the future SWATCH group in 1971, many feel that Longines lost a lot of its allure.

The innovation that carried them to greatness in the early 1900s was replaced by a “play it safe” mentality, relying solely on their name to separate them in an inflated marketplace. If this was the way the story ended for Longines, it would be a tragic tale of another once great manufacturer losing their way in the face of adversity. Fortunately for all of us, this story has a very different ending.

Longines Today

Today, Longines is a brand that caters to both watch enthusiasts and average consumers alike. There are two sides to Longines as a current manufacturer. They specialize in creating value packed, albeit safe, entry level luxury watches, such as the Hydroconquest. Then there is the other side to Longines. One that digs back into its historical catalog and creates beautiful vintage reinterpretations.

In my opinion, there are few, if any, companies that can do this as well as Longines. From one of the first examples of the modern vintage diver craze, the Longines Legend Diver, to the newly released Record Heritage Diver, these beautiful reinterpretations have all the appeal of their vintage counterparts without the inherent risk of a vintage timepiece.

Are Longines Watches a good investment?

Like any Swiss watch brand, the value retention of a watch is tied closely to the products overall allure. On average a Longines watch is going to drop in value 30-50% from its original retail value. Before you swear off the brand and march to your closest Rolex AD to get on a nonexistent waitlist for a watch that you’ll probably never get, let’s look at the whole picture.

Longines, like any other SWATCH group brand, presents an opportunity for significant value. Depending on the popularity of the model you are after, you might be able to negotiate a discount off of the MSRP. Although it is far from a guarantee, it is at least a possibility, unlike that other AD with the nonexistent waitlist. Another factor in play with this equation is the tremendous value Longines watches present preowned.

After allowing someone else to take the initial depreciation, a Longines watch will continue to strongly retain its value. In fact, I would argue that many of the pieces we are going to discuss later will not only maintain value, but also have the opportunity to gain value, while inching closer to closing that initial depreciation gap.

History of Rado

There is no doubt that Longines packs a very serious punch for both your everyday consumer and watch enthusiast, but how does the other dog in this fight fare. The Rado watch company is a relative newbie at just over 100 years old, with an origin story beginning in 1917. 100 years is impressive by any standard, but keep in mind Longines was already 85 years young when Rado was first conceived.

The Rado watch company didn’t really begin developing their own timepieces until 1957. Their first couple of decades designing their own timepieces resulted in some classically designed timepieces with some minor design aesthetics to help differentiate from the crowd. The Golden horse and Captain Cook models from this time are very great examples of classic watchmaking of their respective eras.

Classic design and watchmaking are not the first two words I would associate with Rado from the 1970’s on. The 1970’s were an experimental time for a lot of Swiss watch designers. Where most companies like Tudor and Heuer got creative with their color pallet, Rado went in another direction altogether.

They earned themselves the reputation of the Master of Materials with their use of ceramic, sapphire, and even a 10,000 Vickers V10K high-tech diamond. Their willingness to take a risk was not limited to just the materials that they used in their construction as their case designs are distinctly Rado and very unconventional.

Rado Today

Today, Rado still inspires with their use of unconventional materials and designs. Like Longines, and several other once independent Swiss watch companies, Rado was acquired by the SWATCH group in 1998. Despite still having this modern and futuristic ethos to their design language they recently have released some charming recreations of their earlier timepieces, such as the Captain Cook.

Personally, I am a sucker for a well-done vintage recreation, but I can’t help but feel that this does not exactly line up with the identity Rado has forged over the last 40 years. At the end of the day, every watch company needs to sell watches and vintage recreations of 1960’s dive watches will always have a greater consumer demand than a modern designed ceramic piece.

Are Rado watches a good investment?

Do Rado watches hold their value? Much like Longines, certain models will retain their value to a fair extent. Their popular models will lose roughly 30-50% once you purchase them. Discounts are certainly a possibility for these models which would help close some of that depreciation gap. In terms of Value, preowned will be the best option available.

If you can find an excellent condition preowned model you can save roughly 50% of the retail price and your money will be relatively safe. One thing to keep in mind compared to Longines is that Rado is significantly less popular in terms of units sold and therefor you may need to be patient as availability is less abundant.

Some of the less desirable, more futuristic looking Rado watches, will generally depreciate at a higher percentage. Despite this value depreciation, if I had to bet on which of these would have the potential to increase in value over time, I would go for the most Rado looking Rado I could find!

Head-to-head

When it comes to most popular watches to compare between these brands, Rado is easy, it is Captain Cook. Longines is a little more difficult to pinpoint. They have 2 models that meet these criteria in the Hydroconquest and the Legend Diver. Since I am weak and could not choose a definitive option, I will compare the Captain Cook to each of these models and even pick which one would get my hard-earned money.

Longines Hydroconquest Vs Rado Captain Cook

The 43mm Longines Hydroconquest, ref. number L3.782.4.96.6, is a beautiful dive watch made of stainless steel with a sapphire crystal and ceramic bezel insert. The watch is powered by the L888, which is a modified ETA movement and features a 72- hour power reserve. On paper, this watch checks a lot of boxes for the everyday consumer and also sports a pretty attractive price of roughly $1700.

Despite having many of those sought after features that us watch enthusiasts demand, I feel that this watch is missing something. It feels very “safe” and I can’t help but feel uninspired when I it in pictures. Once on the wrist however, this watch has the ability to be under the radar and blend into almost any situation.

Even while lacking the spark of more unique timepieces in the price segment, you’d be hard pressed to find a more versatile piece to start or round off your collection. The 42mm Rado Captain Cook, ref. number R32505203, appears very similar to the Longines Hydroconquest on paper. This watch features a stainless steel case, ceramic bezel insert, sapphire crystal, and is powered by the ETA C07.611, which is another modified ETA movement featuring a lower beat rate and extended power reserve.

The price on this piece however is slightly higher coming in around the $2000 mark. For this extra monetary investment, you will have to appreciate the more unique aesthetic drawing inspiration from their 1960s era design. This design will not be for everyone, but it is certainly more unique than that of the Longines. Although there are a few strap options available on this model, the unique beads of rice bracelet helps elevate this watch to another level.

Verdict

Although this battle may seem like a comparison of two perfectly matched competitors, there are some differences that help make this an easy decision for me. Despite the extra roughly $300, the Rado runs away with this match up. They are both great options for someone not quite ready to step up to Omega territory but want a quality dive watch.

The Rado, in my opinion, provides a cleaner and more unique execution of a dive watch. The concave bezel, beads of rice bracelet, and large arrow hand help this watch stand apart from their sister company Longines and justify the extra investment.

Longines Legend Diver Vs Rado Captain Cook

The Rado came away with a pretty decisive win in round one, but how does the Captain Cook compare to the Longines Legend Diver? In 2007 Longines tried something that would soon grow into the hottest watch trend of recent years when they reintroduced the Longines Legend Diver.

This watch has gone through a few minor tweaks over the last 15 years, but the current 42mm Longines Legend Diver, ref. number L3.774.4.50.6, at roughly $2400 still retains a lot of the charm that has allowed this watch to stand the test of time…..twice. This watch also features a stainless steel case, sapphire crystal, reliable L888 (ETA) movement, but takes a sharp turn with the inner rotating unidirectional bezel.

This style was popularized with compressor watch cases of the 1960’s that earned their water resistance from the increased pressure of water at greater depths. Thankfully, this watch has only carried on the design of this style and not the functionality, as modern water resistance methods will afford this watch a much more reliable construction.

Verdict

How does the Longines Legend Diver compare to the Rado Captain Cook? Again on paper we are presented with two pretty comparable timepieces, but this time there is a price difference of roughly $400 toward the Longines. For this extra investment, the differences will once again mostly be aesthetic. I love both of the designs of these watches personally, but there is a reason that Longines has had this recreation in production for 15 years.

I have to give a slight advantage to Longines, even after factoring in the price difference. The Legend Diver presents itself as a more unique option in a very overpopulated market segment of vintage recreation dive watches. Each brand was able to score a victory over the other in these head to heads and in many ways this is representative of how these brands compare overall.

Pro’s and Con’s

Let’s take a look at some of the pro’s and con’s for each of these respectable brands. Longines is a brand that carries some serious name recognition and they have a history that rivals any prestigious watch brand in the industry. Their recent resurgence in the eyes of enthusiasts is proof that this brand is paying attention to their customers and willing to take a chance to improve their standing within the community.

On the flip side of this, before their recent push, Longines seemed to be a little lost. They struggled with their position within the SWATCH group and released some pretty questionable watches that appeared to try and capitalize on their name recognition with the average consumer. Thankfully, those days are mostly behind us, and Longines is primed to rise in the ranks of the SWATCH group hierarchy.

Rado is a company that most people outside of the watch community would fail to recognize. Depending on how you look at it, that could be seen as a pro or a con. Rado does have a pretty strong following among enthusiasts and are known for stepping outside of the box and taking a chance, with both their designs and materials.

Unfortunately, the watches that seem to gain traction for Rado are not the best representation of their brand ethos. The Captain Cook, which is their most popular model, can be seen as just another vintage recreation dive watch in an already flooded market. The biggest con that I can think of for Rado is that despite their best efforts to stand out from the crowd, they still appear to be somewhat invisible unless you know exactly what you’re looking for.

That being said, I am a big fan of how they have incorporated some of their unique materials into the Captain Cook line. If there is a way for Rado to come out from the shadows of more recognized brands from the SWATCH group, like Omega and Longines, this is exactly how they will do it. With two brands as storied and unique as Longines and Rado, I am sure that there are many questions we have not been able to answer in this article.

Please take a look at our FAQ section for even more information. If I had to put my money down on one of these brands today, I would be walking away with a Longines. Not that I feel that they are better in any inherent way, just that their design aesthetic speaks to me a little more clearly.

Both of these brand offer a great entry way into the world of luxury watches, and I would be proud to wear either of these brands on my wrist. If this comparison proves anything, it is the value that exists within the SWATCH group. Omega receives a lot of the attention from watch enthusiasts, and deservedly so, but the mid-tier brands like Longines and Rado present a tremendous value to the watch enthusiast and average consumers alike.

If you’re new to the luxury watch scene, it’s easy to quickly say “Longines or Rolex” is a brain-dead comparison. See it this way. Rolex is the number one watchmaker in the world, and any timepiece from the brand is synonymous with wealth, craftsmanship, and engineering wonder.

Longines is also a prestigious watchmaker with a long and successful history. It’s been one of the top 5 swiss watchmakers for centuries and produces precision watches that appeal to a mass audience. But how do they compare with the King, Rolex?

Folks come in asking about these two brands, so we’ve shared this guide to explain all you need to know. Whether you’re trying to choose between buying a vintage Longines or considering if a Rolex is worth saving up for, you’ll find answers. This article explains their history, craftsmanship, watch quality, popularity, and price to help you make an informed decision.

Similarities and Differences Between Longines And Rolex

It’s always a long read to cherish the culture of a watchmaker, so here’s a summary of their similarities and differences before we dive in.

Similarities

  • Both are Swiss watchmakers
  • They are both older than a century
  • Both make precise mechanical watches
  • Both started with a different name
  • Both created their masterpieces with outside help
  • Both offer COSC-certified watches

Differences

  • Longines is an entry-level luxury watch brand, while Rolex is both a luxury and ultra-luxury brand.
  • Rolex has a 5-year warranty, whereas Longines offers a 2-year limited warranty. 
  • It’s cheaper and more convenient to buy replacement straps for a Longines watch than a Rolex

Now let’s dive deeper into the history of these prestigious watchmakers to unearth the values and traditions that kept them in business.

Longines’ Long and Rich History

Longines Watches

Longines was established in 1832 by Auguste Agassiz in the mountains of St Imier, Switzerland.
Because of Auguste’s partnerships with two lawyers, Henri Raguel and Florian Morel, the company was initially called Raiguel Jeune & Cie. After the duo retired fourteen years later, Auguste assumed sole ownership.

Auguste then set the wheel of success and prestige in motion when he brought in his nephew, Ernest Francillon, as a mentor years later. His mentee made a bold first impression of producing only crown-wound pocketwatches in an era of key-wound pocket watches (time flies!). So Auguste ultimately passed on the company to Ernest when he retired from weary health.

Under Ernest Francillon, the swiss watch manufacturer focused on mass production in the 1860s. He built a solid reputation for Longines, but they soon became the target of counterfeiters, who stole business and nearly tarnished that image (crucial for a luxury watch company). So he patented the company name in 1880 and registered the oldest valid trademark, Longines’ iconic winged hourglass logo, in 1889.

They survived and flourished well into the 1980s with constant innovative designs while still affordable. Longines joined the 35 billion dollars valued Swatch Group – which includes big wigs like Omega SA, ETA, and Tissot – in the 1980s. The Saint-Imier-based watchmaker now uses movements from ETA (a prestigious conglomerate of swiss movement manufacturers). It’s not the best look for a luxury brand to outsource movement making, but it is perfect for Longines’ dedication to mass production.

Mass-Production Marketing

Longines’ quick transition to mass production started under Ernest Francillon when he built the factory in 1867. But we must credit the genius of his Technical Director, Jacques Davido, who ran the factory and created its first in-house movement in the same year – the 20A. Since then, they’ve sealed their place in history books as one of the largest watch brands with retailers and distributors worldwide.

Fun fact: Longines is named after the field its factory has sat on since 1867. It was called Es Longines, meaning the “Long Meadow.”

Rolex’s Century-Old Quest for First

3 Rolex watches on display

Rolex entered the watchmaking industry relatively late but came in with a bang in 1905. The brand was first known as Wilsdorf and Davis but changed to Rolex SA in 1920 (and moved to Geneva, Switzerland).

A 24-year-old, Hans Wilsdorf, and his brother-in-law, Alfred Davis, established the company in London. It all started as a hustle. They imported Hermann Aegler Swiss movements, fit them in Dennison watch cases (all iconic watchmakers in their right), and sold them to Jewelers (without branding).

Rolex released many firsts, but the creation of the renowned oyster case – still used in most Rolex watches – put them on the trajectory of world domination in 1926. Hans Wilsdorf’s innovation was sparked by an issue of water and dust damaging watch movements. So he hired a case maker to build the world’s first waterproof and dustproof watch. He bought the patent from the innovators and marketed aggressively and exclusively – a tradition Rolex has held on to.

Exclusivity Marketing

Rolex’s founder, Hans Wilsdorf, believes, “Only marketing is needed to make a company successful.” Some of his many striking campaigns include displaying Rolex oyster watches in aquariums at their point-of-sale stores. But Hans’s genius 1927 marketing put Rolex on the map, as we hinted earlier. He gave an oyster-cased necklace watch to Mercedes Glietze as she prepared to become the first British woman to swim the English Channel.

The neck watch remained accurate and completely dry after the 10-hour swim in murky waters. In typical Rolex fashion, Hans Wilsdorf brilliantly advertised the historic feat on Daily Mail’s front page for a month straight. Since its inception, the brand has used this strategy of gifting pioneers appropriate Rolex watches to test in the field.

The first people to summit Mount Everest, Sir Edmund Hillary and Tenzing Norgay, for example, wore Rolex watches and were honored with the release of the Explorer models. Today, Rolex combines aggressive marketing, sponsorships, and limited supply to seal its place as one of the most valuable watchmakers in history.

If you didn’t know, Tudor is a Rolex subsidiary targeting enthusiasts who want a “cheap” Rolex – they use similar cases and bracelets but use off-the-shelf movements. Rolex has continued the tradition by sponsoring prestigious events, signing artists and sports icons, and testing timepieces in historic expeditions.

Fun fact: Rolex is a private firm operated through the Hans Wilsdorf Foundation (no public shares).

Prestige And Popularity

Longines and Rolex control half of the Swiss watch market shares along with Omega and Cartier. So we know they both sell like crazy, even though Longines has to achieve this with more units sold. In recent research, they dropped to fifth but remained a force to reckon with. Rolex, however, is in a different league and more in competition with brands like Richard Mille and Audemars Piguet for prestige for world domination.

I won’t be surprised if anyone knew about Rolex watches since they were teenagers, but it will amaze me if they know Longines. Rolex outshines Longines mainly because they not only market to high society circles but also target mainstream media. As a result, Rolex is present in the entertainment, sports, arts, exploration, technology, and even the wildlife scene, with sponsorships, endorsements, and loyal fans doubling as influencers.

Longines And High-Life Sponsorships

The St-Imier-based watchmaker, started supplying prestigious New York sporting officials as far back as the 1800s. With such early momentum, you’d already expect Longines to be a behemoth in mainstream sports. But instead, they only dominate elegant sporting events like horse racing, archery, and equestrianism.

Longines is the official timekeeper of the FEI Show Jumping World Cup, Archery World Cup, French Open, and Commonwealth Games. They even sponsored Formula One during the 1980s and continue to support other international skiing and horse racing events.

Rolex And Planet Domination

Rolex’s official sponsorships go deeper than sports into sea and space exploration, wildlife and arctic research, motorsports to yachting, and equestrian sports. They are also timekeepers for multicultural organizations and political leaders.

The Swiss luxury brand boasts o durability by regularly giving explorers, researchers, and astronauts Rolex watches on their expeditions. As a result, Rolex watches have survived space, the deepest ocean dives, arctic regions, and the highest mountains.

Rolex doesn’t fail to leave a mark in sports. Almost every sporting legend has at one time been a Rolex ambassador. In addition, they’re official sponsors of all four grand slam (U.S, Wimbledon, French, and Australian Open) tournaments and the Paris, Monte-Carlo, and Shanghai Masters. It’d take a long-form blog post to capture the depth of Rolex’s reach in sports, arts, and exploration.

See the list of superstars and celebs who’ve worn either watch brand to compare:

Most Iconic Rolex Wearers

  • Paul Newman – his Rolex Daytona (Ref. 6239) is the most expensive watch Rolex sold at an auction
  • Roger Federer
  • British Royal Family
  • Too many notable figures to mention

Most Iconic Longines Wearers

  • Charles Lindbergh
  • Albert Einstein
  • Jennifer Lawrence
  • Humprey Bogart
  • British Royal Family
  • Andre Agassi

Hopefully, you’ll notice a trend of how Rolex attracts only the best of the best. As a result, it’s not fair fighting ground regarding who’s more famous between both brands. So, let’s see who fairs better in craftsmanship.

Craftsmanship

Avid horologists know it’s not just telling time that makes a luxury brand but its prestige, complications, and attention to detail, among others. Look at it this way, the Swiss industry is known for world-class watchmaking, and Rolex and Longines use the best crop. While Longines and Rolex employ world-class artists, the quality of their timepieces varies as much as we want to think Rolex is overpriced. Here’s an overview of how they craft watch parts.

Cases

The most common case material both swiss watchmaking behemoths use is stainless steel. The Longines steel is known to be durable and reasonably scratch-resistant, simply as durable as a Rolex. But Rolex uses a patent steel material, Oystersteel, which is exclusive to the brand and has been field-tested in the harshest conditions, as you’ve learned earlier.

Movements

The two brands produce mechanical movements in-house, but Rolex makes it a tradition. The Swiss watchmaker stopped all production of quartz movement in 2001 after 30 years of experiments. The dedication to in-house production and obtaining COSC accuracy certifications could take a year to produce one Rolex timepiece.

Nevertheless, the traditional craftsmanship of the Geneva-based watchmaker is what many watch lovers, enthusiasts, and collectors value over any Longines. That’s not to say Longines movements are inferior. However, they also produce Quartz movements that are cheaper and unartistic to most connoisseurs.

But the dealbreaker is that Longines’ mechanical movements also come from their sister company ETA SA, not in-house. Nevertheless, they are still reputable watchmakers, with an output of only 20 percent quartz watches and 80% mechanical movements. But the attention to detail and finishing of Rolex is unmatched.

Bracelets

We see a similar trend of functionality and exclusivity in making Longines and Rolex bracelets. The former makes durable watches that are readily available for replacement. But Rolex bracelets combine durability, exclusivity, and function.

These qualities justify the price gap between both brands that you’ll see soon in this article. For one, Longines sells replacement stainless steel, leather, rubber, and NATO straps that you can swap for under $300. In addition, you can have a collection of watch bands to dress different occasions.

Meanwhile, only Rolex Cellini models use a leather strap, and you must contact their service center for a replacement bracelet (of any Rolex watch). Also, Rolex’s Oysterflex rubber bracelet is only available in 18-carat gold editions of the Yachtmaster, Daytona, and Sky-Dweller. Finally, Rolex’s celebrated stainless steel bracelets, the Oyster and Jubillee, are highly scratch-resistant and comfortable with on-the-fly micro-adjustments.

Here’s the thing. A typical Rolex strap replacement costs anywhere from $1,000 to about $5,000 and could take weeks. You must have the corresponding watch model as proof, plus Rolex keeps the old band. It’s this exclusive in-house servicing that makes Rolex more valuable. But Longines gives the owners to buy straps online or at an authorized local watch repair shop.

Ultimately, Rolex bracelets are one of the best in – if not the best – industry. Longines can only be proud that its straps are durable and comfortable, not compete with Rolex.

Price Is A Big Rolex Win

Rolex is unsurprisingly out of Longines’ league for watch price points. The cheapest new or used Rolex costs more than 10x the price of a Longines. To put it in perspective, a Rolex Datejust (the brand’s most affordable collection) costs around $5,000 to $6,000, and a Longines Conquest V.H.P. (their most inexpensive model) for under $1000.

It looks unfair to compare a Longines’ quartz watch to a Rolex. So we’ll size up Longines flagship line, the HydroConquest, which costs anywhere from $1200 to around $2,500. That’s still less than two times the price of a Rolex Datejust.

Although some critics appeal that Rolex watches are overpriced, they’re clearly in different luxury brand categories. Longines (entry-level luxury) has focused on mass production for nearly 200 years, but Rolex becomes more exclusive by the year (ultra-luxury brand).

Comparing Longines HydroConquest To The Rolex Submariner

Coming off a price revelation, it’s only practical you see what makes the difference with a side-to-side comparison of both watchmakers’ watches. For this, we use pit Longines HydroConquest against Rolex’s flagship diver’s watch (this is a hot debate among watch connoisseurs).

HydroConquest ref. L3.883.4.96.9 Vs. Submariner

This won’t be an apples-to-apples comparison. It will take an entire post to cover. But you’ll understand why Longines might appeal to you and not just drool over Rolex’s glaring value. That’s why the price difference is the first thing that jumps at you between the two watchmaker’s diver’s watch collections.

The HydroConquest ref. L3.883.4.96.9 (the most expensive model) costs around $3,000, and a Submariner No Date ref. 114060 (one of the cheapest models) costs anywhere from $11,000 to about $15,000. What makes Rolex more expensive? Do they have superior features to Longines’? Or are they overpriced, as rumored?

Diving

The HydroConquest can reach depths of 300 meters, while the Rolex Submariner is field tested for 300 meters. Of course, most wearers won’t take a swim to talk less of a dive with either, but it’s refreshing to know they’re equal in dive capacities.

Steel Casing and Bracelet

Both watches have corrosion-resistant ceramic bezels for underwater use and stainless steel case and bracelets. But the Submariner dorns Rolex’s famous and more functional oyster bracelet. Also, unlike the HydroConquest or any Longines steel strap, you can adjust the Submariner’s bracelet to 5mm without using tools to remove links.

In-House Movements

The Longines HydroConquest uses a self-winding automatic caliber that beats at 25,200 vibrations per hour. It’s built in-house and has a 40-hour battery reserve. On the other hand, Rolex’s Submariner No Date also uses a self-winding, in-house movement, the 3235 caliber. However, it’s two steps ahead of the HydrConquest, with its magnetic field resistance and 42-hour battery reserve feature.

Whether these features are worth the $12,000 value difference and hassle is up to you. If you are searching for a functional diver’s watch, the HydroConquest is well-qualified. But a connoisseur, wealthy fanboy, or diver would prefer a Submariner to stack his collection, enjoy the symbol status, or the battery edge.

Does Longines Retain Value?

Like any luxury watch brand, you may wonder if buying a Longines watch would prove a good investment. Of course, many folks buy a Rolex to hedge against inflation, but you may see a different value in a Longines.

Rolex is hailed as the King of Resale Value for a good reason. It’s basic economics. Demand for Rolex watches outstrips supply straight from the factory, so authorized dealerships are always out of stock or carry older models. So instead, determined investors or buyers shop from trusted online dealers, preferably with a verifiable store, but pay more than the official retail price.

Exquisite Timepieces, for instance, sells authentic, pre-owned, and unworn Rolex watches online and in-store in Florida. The only way you’re getting a Rolex effortlessly is if you’re an ambassador or notable figure who received one as a gift. Conversely, Longines has an official online store, and many trusted stores and distributors worldwide.

Read that again. Yes, distributors too. So you see how Rolex is the king of resale? Ultimately, the resale value – for any watch – depends on the previous owner’s status, model, and condition. Typically, a Rolex could see a 16% to over 100% increase in two years, but only a mint-condition Longines will scratch this value.

Pros of Longines

  • Affordable
  • Prestigious Swiss watchmaker
  • Micro-adjustable leather straps
  • Can be bought without a “wait list” in stores
  • Oldest active trademark logo
  • COSC-certified

Cons of Longines

  • No micro-adjustment in stainless steel bracelets
  • ETA-made caliber

Pros Of Rolex

  • Most valuable swiss watch manufacturing brand
  • One of the best bracelets in the watch industry
  • King of resale value
  • Exclusivity
  • All watch parts are made in in-house
  • COSC certified chronographs

Cons of Rolex

  • Time-consuming after-sale service due to exclusivity
  • Overwhelming replicas and fakes

Frequently Asked Questions

Is Longines Considered A Luxury Watch?

Yes, Longines is a luxury brand established in the 1800s. Although they use quartz movements, they also build mechanical movements in-house at their St-Imier factory. However, Longines is an entry-level watch brand offering watches that cost around $1,500 to about $7.000.

Is Longines an Entry Level Watch?

Yes, Longines carries many entry-level watches that cost anywhere from $1,000 to $2,000. Their best-selling models, Flagship Heritage and Conquest, sell for around as low as $1,500 and $800, respectively. However, some of their more pricy models with precious metals and complications, like the 47.50MM Longines Weems Second Setting Watch, sell for over $20,000.

Longines Vs. Rolex: Final Thoughts

In the end, Rolex is a better luxury watchmaker than Longines. As the largest swiss brand, it produces all its parts exclusively in-house, sponsors all walks of life, signals success, and is the king of resale value.

If you don’t fancy the attention and time-consuming after-sale service, Longines will appeal to you. And prefer a prestigious yet affordable vintage or modern timepiece. But if I had to pick between a Rolex and Longines (with no budget), I’d grab a Rolex model without a second thought.

What do you think? Was the Longines vs. Rolex comparison a fair battle? If you found this comparison interesting, share it with other watch lovers and collector friends in your circle. Check out the Exquisite Timepiece store for authentic, new, and pre-owned Rolex and Longines masterpieces.

longines vs omega

In today’s world, and as ever before, a luxury watch is essential to a watch connoisseur. It is expected to last a lifetime and work impeccably in contrast to any other competitor. People want to spend their money on something that can stand the test of time and deliver the best and most reliable watch that they can ever hope for. One does not go into the market to buy multiple luxury watches. Every luxury watch has its qualities, but the truth is that just one perfect watch can last you forever. You need to find the timepiece that will meet your expectations regarding the basic functions, design, and quality. Today, we will be comparing the two renowned luxury watch brands, Omega vs Longines.

 In terms of collections and technology, both brands have won hearts all over the world. They have achieved what any classic luxury watch brand is expected to. The brands have reliable watches, attractive designs, and top modern facilities embedded in their products. Both brands care deeply about customer satisfaction and how they can best appeal to today’s generation and their lifestyles.

Of course, choosing a watch is ultimately based on personal tastes and preferences. However, we will clear the air between Omega and Longines and determine which brand is better for buying luxury watches. We will dive deep into the designs, manufacturing, models, price points, and more. So buckle in and take notes for your next luxury watch purchase.

Omega Watch Factory
Omega Watch Factory

 

Beginning with the Basics 

Both Longines and Omega are Swiss brands creating luxury watches for people all over the world. Both are recognized as trustworthy and classy brands that can be relied on in terms of watch build and design. Omega is recognized in the seventh position as the world’s most famous Swiss luxury watch brand. In comparison, Longines holds a place at the 24th position on the same scale. Omega is also the world’s second-most recognized Swiss watch brand, and Longines is fifth. While these rankings say a lot about Omega’s popularity in comparison to Longines, the latter is also a very well renowned and loved brand for luxury watches. These statistics fall mainly into the mechanics, working, and the recognition for each brand.

So what does this mean for you? Well, if you wear an Omega watch, it is more likely that it will get noticed wherever you go. On the other hand, a Longines might not attract attention in comparison to Omega. This is mostly due to the branding and marketing strategies used by Omega to popularize their image and products. They have various advertising campaigns that run internationally for extended periods, and hence, get noticed by a larger public audience.

However, Longines makes excellent watches as well. For a smaller price tag and a bit less recognition, you can still get a great watch from Longines. With all of that popularity of Omega, though, there are a few added features that add to the price tag, ultimately making it tick the box of popularity and reliability at the same time.

 

Omega vs Longines: Price Ranges

This is the category where Longines wins the hearts of the public, with a smaller price tag than Omega. While there is nothing wrong with making a big investment in a luxurious and gorgeous watch, people do tend to purchase Longines timepieces just for the price tag at times. As Longines watches are still high-quality, this adds up with the benefits of a smaller price tag when pitted against a slightly more expensive brand like Omega.

But in all the truth, Omega is the brand to go for. It falls right in the middle of Rolex, an expensive luxury watch brand, and Longines, the more affordable competition. Omega provides a healthy balance between the two. With its heftier price tag, you do not merely reap the benefits of the brand’s popularity, but also the aesthetics, great wear, impeccable designs, and timeless quality.

The More Affordable Pieces

Longines Conquest
Longines Conquest

The most affordable Longines watch is the Conquest Quartz, 43 mm, 33 mm, or 29.5 mm, priced at $800. However, Longines is known to create watches with a manufacturer’s suggested retail price of up to $16,500, like the Longines Weems Second-Setting. This product falls perfectly in the luxury category. By all means, Longines is a great brand to buy luxury watches from. Speaking in terms of luxury alone, we cannot say for certain that Longines falls into the realm of luxury watches like Omega or Rolex. It does have a few products with a price point of luxury watches, but in terms of getting a watch from a true luxury watch brand, Omega is the place to go.

Omega Aqua Terra Quartz
Omega Aqua Terra Quartz

For Omega, their entry prices are about $2,750 for the Aqua Terra Quartz 30mm for ladies and 38.5mm for men. It is clear that Longines is much more affordable, but let’s take a look at what makes Omega a better yet pricier luxury watch brand.

The Longines mechanical watches are great with a chronograph, as they do more than tell you the time. However, Omega comes with COSC certified chronometer movements, such as the Speedmaster Moonphase. This gives Omega the highest designation a mechanical watch can have the ability to hold, and it is also the most accurate and reliable watch than any other mechanical watch you can find on the market. Looking at these perspectives, you can put two and two together and conclude how Omega’s price points are justifiable for their immaculate watches.

 

Omega vs Longines: Resale Values

Resale value cannot be determined simply by looking at a watch on hand. It depends on the model, the year, the buying price, the watch’s condition, original documents, and warranties. Many different aspects play a significant role in determining a watch’s resale value. All that aside, Omega has better resale value for its watches anywhere in the world. It might be because of its popularity, which is excellent as their popularity reigns due to the quality and reliability of Omega watches.

 

Omega vs Longines: Features

While, for the most part, both brands offer comparable features in their watches, there are a few aspects where it is accurate to say that Omega does make better luxury watches. They provide better water resistance on their dive watches and the impeccable accuracy of their COSC certified Chronometers. They are also the only brand that offers timepieces that have COSC certified Chronometer designation. Omega is also a holder of the METAS certified Master Chronometer designation.

 

Their renowned CoAxial escapement is loved as it requires minimal service in return for an extended warranty period. The Si14 silicon balance spring is a prime component of Omega watches as it is highly resistant to magnetic waves compared to the standard balance springs found in other watches. The value in their sale prices is no doubt equal to the quality. Therefore, it is understandable that the general public leans more towards Omega for a reliable, lifetime luxury watch.

Omega Coaxial Movement
Omega Coaxial Movement

 

Why Would Someone Still Choose Longines Over Omega?

We have established that Omega is the better brand to buy luxury watches. However, one might still be attracted to Longines watches because of the appearance of the watch. They may like the design that Longines offers more than Omega’s design. Another factor could be the slightly lower price ranges Longines offers. They have no doubt very affordable watches for excellent quality.

 

Why Choose Omega as Your Luxury Watch Brand?

If you are looking for a respected and renowned brand with functional and valuable watches, Omega is the brand to choose. If you are willing to pay a bit more for added value and the extended warranty period, Omega is the brand for you. The classic and beautiful designs of Omega are one of the key features that attract most watch enthusiasts to Omega. With the right information and research as given through this article, you will never skip over an Omega watch for another brand.

longines vs oris

Every watch enthusiast desires to choose the best timepiece in terms of functionality and looks. Watch lovers go for the watch that has a superior design and style. When shopping for watches, enthusiasts will notice the various elegant timepieces produced by Swiss powerhouses. With so many brands and models available in the market, it can be hard to decide which one is the best, especially when deciding between a Longines vs Oris. Searching on the internet is a time-consuming task, and no one has the time to do so. But don’t worry, we have done all the hard work for you.

If you are interested in purchasing extremely luxurious watches offered by Oris and Longines, you must be confused about which is the best one. To clear your confusion, we have provided you an in-depth comparison of the two renowned Swiss watch brands, Longines vs Oris.

 

Longines vs Oris: Resale Price

There isn’t a significant difference between the resale value of Oris and Longines watches. If you expect to get more value from your watch than its purchase cost, you will probably be disappointed as that’s not the case with these brands. But when it comes to selling a pre-owned watch, you will find Longines falls behind Oris, but it also depends on your watch’s condition. If your watch is old and has had many repairs, you might not get the price you expected. If you have kept it pristine, you can confidently demand the price of your own choice from the buyer. The resale price depends on how well you take care of your watch.

 

Longines vs Oris: Watchmaking

Longines Movement
A Mechanical Longines Movement

Longines and Oris, both Swiss watchmakers, are well aware of the art of making timepieces. Typically, mechanical watches are more challenging to craft as compared to other types of watches. With that being said, Longines offers quartz and mechanical watches. On the other hand, Oris has only produced mechanical watches.

People who are more into sports should choose a  Longines watch because they have several classy sports models. Their Hydroconquest series and Longines Conquest collection are two of the most well-known sports watches. Generally, you will find their sports watches more refined than Oris’. Plus, in comparison to Oris, they have almost 400% more models for ladies. 

Oris has the red rotor as their signature design in the watches. The Flagship Heritage and Heritage Classic collections are one of their top-rated collections of classic watches. Top of the line Longines timepieces are found to be intensively refined classic watches featuring extra mechanical complications. Diving enthusiasts can opt for their sporty, top-shelf models that are designed with their needs in mind.

 

Longines vs Oris: Precision and Accuracy

The COSC tests watches to certify precision and accuracy. COSC stands for Controle Officiel Suisse des Chronometres, and it is also known as the Swiss Institute of Chronometry.

To attest to the timepieces’ precision and accuracy, COSC does several tests on the watch movement. If they pass all of their tests, the caliber, the mechanical movement gets the Chronometer label as a reward. It also receives a COSC certificate that attests its accuracy. If a caliber can’t get an accuracy of a least -4/6 seconds daily deviation, the watch is not accurate and precise enough. Such a high score is perfect for a mechanical watch. But with the COSC testing, the price of the watches also goes higher. That is why some brands do the testing by themselves to lower the price tags of their models.

Oris Movement
New Oris 10 Day Power Reserve Movement

You can see the Chronometer tag clearly shown on the dial of Oris and Longines watches, proving that both of the brands are certified by the COSC. Some of the most accurate Longines watches are included in the Longines Record collection. Whereas Oris has some awesome chronometers as well in their watches, such as Oris Artelier Chronometer Date

 

Longines vs Oris: Longevity

Oris and Longines watches are renowned for their longevity. But in terms of maintenance, Oris models are recommended because Longines watches demand more repairs and services. A Longines watch cannot handle daily wear and faces some challenges to hold up in a harsh environment. Oris is designed just for such extreme conditions, especially their high-end sports watches. It means that you can take your Oris watch with you on adventures and vacations. No matter how rough and tough the activities are, Oris watches can easily sustain all of them. Activities like diving need a highly durable sporty watch like an Oris sports watch.

 

Longines vs Oris: Popularity and Brand Value

In terms of brand popularity, Longines takes the lead. It is a rich brand and is known for crafting luxurious watches for ages. No other brand has more brand value and brand popularity than Longines, except for a few Swiss brands, including Chopard, Rolex, Patek Philippe, and Omega. A report revealed that Longines is the fifth most famous Swiss watch brand on the planet. It gives a great idea about their popularity.

In contrast, Oris is a less famous brand. It is not even present in the top 50 Swiss brands, but Longines is included in this top 50 list. However, that doesn’t mean people aren’t aware of the brand. Not many private Swiss watchmaking companies have the brand recall of Oris. They have made a name in the watchmaking industry and are known for their luxurious and classy timepieces. But it is a luxury brand for only those customers who invest no more than $500 in a model. People who are more into spending five or more figures on a watch won’t find Oris a luxurious brand. Their watches fall into the more attainable, lower watch market, or less luxurious brand category. Oris watches are perfect for watch enthusiasts on a budget.

 

Longines vs Oris: Cost

You can find entry-level watches for no more than or around $1,000 from both the models out there. Oris and Longines watches are referred to as value luxury models

In terms of cost, Oris watches have added value in their least expensive models in contrast to Longines’ cheapest watches. The reason is that Oris features a self-winding automatic mechanical movement in their least expensive model. Hence, you will find a price of $600 or $700 for an entry-level watch by Longines. It has inexpensive quartz movements, justifying the lower cost of their cheapest model.

 

Longines vs Oris: Water Resistance

Before discussing the brands’ water resistance capability, it is crucial to have a good idea of what we mean by water resistance. To ensure the warranty claim and its durability, you should take good care of your diving watch. 

Oris Prodiver Pointer Moon
Oris Prodiver Pointer Moon

Oris features a rotating bezel ring in its top-notch diving watches. Time markers can be set using the bezel when diving. Their dive watches also feature a screw-down winding crown. It seals the case that prevents the water from reaching inside of the case body. Oris ProDiver Pointer Moon is the perfect example of an excellent dive watch from Oris. It comes with a case that has a water resistance of 3,280 feet or 1,000 meters. Divers can take a lot of help and information from its feature of displaying seconds, minutes, hours, and tidal range that coincides with the moon’s phase.

Longines Hydroconquest
Longines Hydroconquest

On the other hand, people who are very adventurous and look to go deep in the water should not choose Longines models. The Hydroconquest series by Longines comes with a water resistance of only 1,000 feet or 300 meters. Although not suitable for diving, Longines models are perfect for showering, swimming, and light snorkeling.

 

Longines vs Oris: Conclusion

We have benchmarked Longines and Oris against each other to determine their qualities. From the above discussion, we can say that Oris watches give a sportier vibe, whereas Longines watches have a minimalist style. Plus, Oris watches are more suitable for tough environments and rough use. They are sturdier than Longines watches. Longines is more famous than Oris, but both are well-known for their classy and luxurious watches. On special occasions, you would prefer to bring out your Longines watch. While going on holidays on an island, you would go for Oris sport watches to have fun in those deep diving activities. Both Longines and Oris are excellent brands, but they are well-suited for different activities.

Longines vs Breitling

There’s something enigmatic about luxury watches that makes them worth every penny you spend. Unlike any other ordinary watches, both Longines and Breitling have unique features to offer. However, when it comes to buying luxury watches coupled with exclusive technology, you need to determine various factors before making a purchase decision, bringing us to the question of Longines vs Breitling.

Both Longines and Breitling luxury segments are rooted in deep history, heritage, class, style, sophistication, tradition, design, and, most importantly, quality. The Longines vs Breitling debate a daunting task for the watch enthusiast to choose one from both stunning timepiece brands. Allow us to take a closer look at both the luxurious watch brands to find out which is more praiseworthy, Longines or Breitling.

 

Longines vs Breitling: Market-Size

Since the introduction of Longines back in 1832, it has remarkably mastered providing the most elegant and extravagant timepiece collections of luxurious watches to the world. Over the last decade, Longines has extended its collections ranging from simple, classic, vintage to automatic watches without compromising quality. 

In the last 188 years, the brand has transformed dramatically with time. It now focuses on designing future-proof watches, including dignified sports watches for activities like gymnastics or tennis.

As a highly-rated Swiss watch brand, Longines is among the top five most profitable influential brands globally. In 2018, Longines generated around $1.81 billion profit alone, reports revealed by the Swatch group. Every year, more than 700,000 watches have been sold alone in the Chinese market. 

In addition to China, Longines is roaring like a lion in the Indian market. India is amongst the top 15 markets, aiming towards enlarging the franchise model in the next financial year. Besides China and India, Switzerland, Germany, the US, the UK, and Italy were among the global marketers for Longines.

swiss watch market
Estimated Market Share by Swiss Watch Brands in 2019

Breitling was founded in 1884 and was mostly known for precision-made chronometers designed for aviators. Over the last decade, Breitling has come a long way, gradually shifting its focus from pocket-size watches to fully functional wristwatches. This is when makers came into form and consistently pushed the limits of multi-functional and timeless designs. The company aims to fit all of its watches, from mechanical, military watches to dive watches with excellence and precision.

Just like Longines, Breitling is also achieving profitable growth with a positive performance in China, Hong Kong, and South Korea. However, social distancing measures due to the COVID-19 pandemic have dropped the sales, forcing the makers to boost their growth by relaunching the products.

Being considered a small yet niche player globally, Breitling, with a limited assortment of products, is expected to reach extreme heights by launching new collections on Watches & Wonders Geneva (a digital platform where Richemond brands unveil their watches every year). This way, Breitling hopes to bounce back, allowing watch lovers to enjoy life and luxury products simultaneously.

 

Longines vs Breitling: Popularity

The popularity of Longines is unmatchable and undisputable when compared to Breitling. Longines is the only luxury brand that has earned an excellent reputation in the market by fully understanding the changing needs of reliable shoppers. In China alone, the brand is achieving milestones with more than 400 retailers selling 600,000 to 700,000 watches every year. On the other hand, Breitling has made only 10 percent of its sales in Greater China.

Based in Saint-Imier, Switzerland, Longines luxury watches use highly efficient battery-powered quartz movements, unlike their biggest rival Rolex that has no quartz watches at all. Longines utilizes ceramic material for manufacturing extraordinary timepieces for both men and women. Being successful watchmakers for ages, Longines has been actively serving fascinating watches in various industries, such as aviation, sports, and entertainment. Many prominent personalities, such as tennis player Andre Agassi, actress and supermodel Chi Ling Li, and gymnast Giulia Steingruber, have associated with Longines for many years.

In contrast, Breitling is in the reinventing stage producing impressive models to appeal to a broader, less niche audience. Breitling watches are particularly known for their intensely intricate technical designs that can be worn every day.

 

Innovation & Technology

From the beginning, each design and element of Longines watches have exceeded the expectations leveraging major technological and advanced methods. Technical innovations have led them to change the appearance, aesthetics, and design of the watches from time to time. Longines has successfully launched the Asthmometer-Pulsometer Chronograph wristwatch and became the first company to introduce an LED-display watch. This makes them a recognized name that keeps on reinventing and pushing its limits with ever-increasing precision.

breitling history

Just like luxury cars, luxury watches from Longines function flawlessly gives a sense of pride and the feeling of sophistication to the wearer. All Longines watches are built carefully and thoughtfully by hand while maintaining a balance between traditional techniques and modernization. To ensure longevity, each Longines model goes through a series of quality inspections by the best artisans in the industry.

If we talk about Breitling, the brand has steadily improved their models’ technology and innovations. Among the various brands, Breitling has a stronghold over technical watches, mainly chronographs.

Being a devoted partner of the aviation industry, the brand has played a crucial role in resolving its uncomplicated missions using ultra-modern technologies. Over the years, Breitling has distinguished itself from other niche brands by always uplifting, improving, and innovating in exclusive watches in terms of movements and watch exteriors.

 

 Most Laudable Master Collection

Professionally speaking, Longines has broken many stereotypes by creating unique brand new watches that watch lovers have never seen before. From military, aviation, diver to dress, Longines has excelled while maintaining class and aesthetics.

Here are the most promising Longines watch collections:

  • Longines Master
  • Longines HydroConquest
  • Longines Heritage
  • Longines HydroConquest Green
  • Longines Spirit 40mm
  • Longines Heritage Classic Chronograph Tuxedo Dial
  • Longines Heritage Marine Nationale
  • Longines Record Automatic

 

Each collection of Breitling is packed with versatility, fantastic movements, and water resistance, including automatic mechanical features that could fit almost all sizes. 

Let’s go through some of Breitling’s most famous and stylish watches:

  • Breitling Superocean Heritage
  • Breitling Avenger II Seawolf
  • Breitling Navitimer 8 B01 Chronograph 43
  • Breitling Chronomat
  • Breitling Premier B01 Chronograph 42 Norton
  • Breitling Colt
  • Breitling Superocean II

Comparing Longines and Breitling, it is hard to choose for the shopper the better brand. Longines is considered one of the oldest brands that has triumphantly grown over the years, whereas Breitling is another powerful brand, effortlessly unveiling masterpieces that appeal to the masses.

  

Longines vs Breitling: Takeaway

It is now crystal-clear that both the brands are coming up with timeless models while maintaining brand image fiercely in the market. However, it could be challenging for watch enthusiasts to choose the best. When it comes to comparing Longines and Breitling, the brands have massively grown and built an empire delivering better efficiency and a high standard of watches every year.

Both brands are excellent, but Longines may be the better choice. Longines has positively exploded in terms of strength, robustness, quality, and performance. Longines has the power to bring out and accentuate the masculinity in men and femininity in women magically to their wrist without much effort. With Longines, you have a plethora of fantastic options to choose from. Equipped with the right combination of craftsmanship, price value, and uniqueness, Longines collections separate them from other brands available in the market.

By adding more value, timepiece enthusiasts get a wide array of options, including many unimaginable styles that can be worn in a broad range of circumstances. From vintage-inspired pieces to contemporary design watches, Longines never fails to disappoint.

Get ready to combine all the elements beautifully on your wrist by making a sound investment through Longines. There is something about Longines that you will cherish forever. Every masterpiece is diligently crafted and sets you apart from the crowd. As there are no parameters for luxury products, you need to create your own style statement by choosing the perfect model that matches your personal style.

From simple and stylish to the most complicated designs, easily choose from a wide selection of Longines watches to upgrade your style quotient. No matter the occasion, discover a spectacular collection of luxury watches for both men and women from Longines.

If you believe in love at first sight, we genuinely believe you’ll fall in love with Longines’ new models and vintage and classic designs the minute you try them on.

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