Do you think Longines has failed to capitalize on the Ultra-Chron movement and/or design?

With a vintage 33mm ultra Chron entering my collection earlier this year and looking back at the Longines catalogue, I did find the 43mm case size to be a complete mistake. They should have started with a dressier option or at the very least a 39mm case sizing.

I believe, but may be mistaken, that the original in 1968 was also 42-43mm in size. So Longines was likely trying to be as true to history as possible, but I agree that it came in at a size that most people just wouldn't or couldn't tolerate.

I think Longines really needs to emphasize on its many interesting movements.

For example, I still say that Longines Annual Calendar is probably the most buried awesomeness of 2021. Dear God, an annual calendar for under $2,500, and everyone seems to pretend that it didn't exist.

For another example, please bring back VHP movement. Someone has got to compete with Seiko 9F.

This seems to be another one. A high beat movement that's forgotten.

Meanwhile, everyone goes gaga over the Spirit watches. Don't get me wrong, they are very very handsome. But there is nothing special about them. Oris and CWard could produce similar thing (ok, maybe not CWard, but you get my point).

And this and VHP and annual calendar and all the good stuff are just... there, awaiting discovery.

Seriously. What gives, Longines? What gives?

I completely agree on the annual calendar, and the VHP movements.

What really confuses me about it is that they have really fleshed out the Spirit line (with 37, 39, and 42mm variants in multiple colors each) and even used that movement in the new Hydroconquest GMT's, but other lines have been "soft abandoned" after just one model.

Perhaps it's as simple as these high value models are just not as successful with the public.

Contrary to what some people want to believe, Longines is a top 10 Swiss brand, and as part of the Swatch Group is likely not trying to "move" anywhere. They have been assigned a segment of the market to work within, and stick to what works in that segment.

With that in mind, I'm guessing Longines knows what sells well in their segment of the market, so they stick to focusing on those lines.

I'd like to see high frequency mechanical / quartz utilized more broadly from all brands. The tech is old so I assume there is a cost barrier.

I was visiting an ad that sells pretty much everything just not at one boutique location( Birks have stores across Canada), their Bloor Street shop here in Toronto is the flagship location but cannot sell Patek, JLC or even Rolex and Omega but have decided to retail Longines just as the store did years ago. I was chatting with the store director and a senior sales agent who has worked at boutiques in some other major cities, both lifelong sales professionals. I said Longines is a brand with outstanding history and a catalogue better than most, would get more of my dollars if they produced a premium line along the same business model as Grand Seiko with better fit and finish, customers would and could pay more. Both gents said Longines do great, exactly sell how they want to. Both feel Longines to be extremely well runned based on their years of experience. They said that if some guy in the brand had influence to launch a premium line like GS, it would die a horrible death, the mythical guy would be unemployed. They said premium Longines watches exist just not known as Longines, lol.

@KristianG @TOwguy I'm not suggesting Longines move upmarket, just that they move laterally and create new watches with this movement/technology they already have on offer.

The Ultra-Chron has already been released, the movement already developed, and its retail price is actually less than that of some Spirit and Master collection models as of writing.

Additional sizes, models, colors, etc could still be well within their assigned market segment.