Mr. Walter von Känel, President of Longines, presenting the new Longines Heritage Retrograde.

Mr. Walter von Känel, President of Longines, presenting the new Longines Heritage Retrograde.

Geneva (Switzerland), La Cité du Temps, 1 October 2009 – Longines has celebrated the 120th anniversary of the registration of a logo that the famous St. Imier watchmaker still uses today. Protected since 1889 in Switzerland (FOIP), this factory trademark comprising a winged hourglass and the name Longines is the oldest of its kind still active, in its original form, in the international registers kept by the World Intellectual Property Organisation (WIPO). To mark the 120th anniversary of its logo, the brand has organised a themed exhibition in the Cité du Temps in Geneva, published a study about the symbol and created two exceptional limited series of timepieces numbered from 1 to 120.

During the event held in the Cité du Temps in Geneva, speeches were given by Brigitte Bolli Jost, Brand Registration Responsible at the Federal Institute of Intellectual Property and by Francis Gurry, the Director General of the World Intellectual Property Organisation, at a press conference on the subject of national and international challenges, intellectual property and the need to protect trademarks in a globalised world.

Longines has created two limited series of watches, under the designation Longines Heritage Retrograde, each numbered from 1 to 120

Longines has created two limited series of watches, under the designation Longines Heritage Retrograde, each numbered from 1 to 120


When it registered a factory trademark in 1889 that is still used today, Longines took a decisive step to protect its name and signature, as Walter von Känel, President of Longines, reminded those present during a press conference attended by representatives of the international watchmaking press. Registered in 1893 with the original organisation on which the World Intellectual Property Organisation was based, the 1889 trademark is the oldest of its kind still active in its original form in the registers kept by the United Nations special agency.

Longines has organised an exhibition at the Cité du Temps in Geneva that explains the context in which this trademark was adopted and protected. The exhibits include historical models as well as original documents and follow the development of a logo, its symbolism and the creation of a watchmaking tradition. The exhibition is open to the public every day from Friday 2 October until Sunday 1 November, from 9 a.m. to 6 p.m.

The St. Imier watch manufacturer has also published a short study of the history and the challenges involved in creating the Longines brand from the point of view of the registration of a logo dating from 1889 that is still in use today. Finally, Longines has created two limited series of watches, under the designation Longines Heritage Retrograde, each numbered from 1 to 120, as a fitting tribute to a logo that has been protected since 1889.

About Longines

Based in St. Imier in Switzerland since 1832, the watchmaker Longines can look back on more than 175 years of non-stop craftsmanship, as well as a solid heritage as timekeeper for world championships in various sports and collaborator with different international sports federations. Known for the elegance of its timepieces, Longines is a member of the Swatch Group Ltd, the World’s leading manufacturer of horological products. With the winged hourglass as its emblem, the brand has outlets in over 130 countries.

  • Dear Sirs,
    I am having an antique Hand watch LONGINES product of 1937.
    LONGINES 18K gold 5’463’682 is a caliber 13 ZN with 2 push buttons,with 30-minute register, tachymetre and telemeter.
    It was invoiced on 9th.December 1937 to Messrs OSTERSETZER who was your agent in Italy at that time
    The above official details we have received through you by E-Mail to us dated 3rd.Dec 1999.
    As a matter of fact we are interested to know to whom it was sold by your agent in Italy? Since my father has received this watch in Ethiopia from some militry commander of war during invasion period of 1935 to 1941 when Mussolini ruled the Ethiopia.
    As this antique watch has some history I am trying to find out the facts. Since I request to to provide me the address or e-mail or phone number of your above agent in Italy,I hope I could find out from their records that to whom they had sold this antique watch ?
    If you are enable to provide me the above details,you are requested to put me to a proper channel of your Longines officers.
    I am very eager to have your response in thid regards,
    Thanking you sirs,
    Doshi Himatlal, Bombay dtd 5-6-2010

  • I do not understand what I have to do to contect proper chsnnel in this regards?

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