LONGINES

The activation concept must showcase both the event and the brand. Rather than focusing the editorial line on the watch brand’s historical expertise in chronometry, our Brand Content teams made the choice of storytelling and lifestyle.

The Movement: a central idea rooted both in the world of watchmaking and that of equestrianism, enabling the creation of a meaningful narrative. An offering that turns rider and horse into muses for new stories to be told. Based on this concept, a chapter-by-chapter content strategy and accompanying proprietary graphic mechanics were developed.

As a result, the entire event is fully integrated into the brand’s institutional feed in an organic, rhythmic and narrative way. The halts follow one another but are nothing alike. Monaco, Rome, New York, Prague… they all tell the story of the LGCT and celebrate sporting achievement through the prism of the unique elegance of each of the selected cities.