CONVICTION

BEAMY has seen Longines through three consecutive Chinese Valentine’s Day, to compose the harmony of love’s overture.

The Chinese Valentine’s remains an important day of commerce across China, with brands putting out love-themed publicity. Standing out amongst the plethora of brands, especially within the category of luxury timepieces, and establishing this Longines’ unique expression of love, is the critical challenge.

Romance for eternity; marital harmony: This has been Longines’ definition of love, while elegance underscores the brand’s tonality. With Longines definition of love as the point of departure, we used a love story that is both accessible while bundled in meaning to convey Longines’ brand of love to consumers.

From “The Gift" starring Eddie Peng in 2016 in Chantilly, France, “Courage" starring Lin Chi-lin in Shanghai in 2017, and 2018, returning to the romantic capital of Paris - starring Zhao Liying, “Conviction”. In this road to love, a sincere spirit and bold expressions are mere beginnings. As the saying goes, it’s easy to fall in love, but harder to live in harmony with its flames – how to persevere with this love is still the most critical. As such, we decided on “Conviction” as the theme. In elevating love to greater heights, the perseverance of our love for our partner through thick and thin is what makes this romance lifelong. The solid and steady character of Zhao Liying then becomes the perfect choice for this presentation of a persevering love within the framework of everyday unpredictabilities.

Continuously building the definition of Longines’ love and portraying this love to consumers creates a connection between them and emotional expression. At the same time, in this momentum of love expression, particularly during the Chinese Valentine’s Day, Longines emerges as a brand that really leaves its mark.