Longines has unveiled a sophisticated new boutique in New York’s SoHo—an intimate, design-driven space—marked by a ribbon-cutting led by Longines Ambassador of Elegance Jennifer Lawrence. The opening adds momentum to the brand’s North American retail strategy as its second New York City boutique and third U.S. store.
Timed for a mid-week celebration, the event underscored Longines’ growing cultural presence in one of the world’s most influential luxury markets. Lawrence’s appearance doubled as a spotlight for the brand’s refreshed PrimaLuna collection.
A SoHo address with a Swiss accent
At 1,064 sq ft, the boutique is purpose-built for discovery. The design blends brick walls, reclaimed wood flooring, and cast-iron elements with the brand’s refined visual language—linking SoHo’s architectural character to Longines’ timeless aesthetic. A three-dimensional hourglass motif nods to the maison’s emblem while guiding visitors through curated watch families.
Jennifer Lawrence and the new PrimaLuna spotlight
Jennifer Lawrence—Longines Ambassador of Elegance since 2022—fronts the latest PrimaLuna campaign, a narrative pairing timeless elegance with modern confidence. Her presence at the opening amplified the collection’s launch moment and reinforced the house’s strategy of connecting classic Swiss watchmaking with contemporary cultural icons.
193 years of watchmaking, distilled
Inside the boutique, storytelling zones reference Longines’ 193-year history—from equestrian timekeeping to early aviation partnerships and alpine ski racing—contextualizing current collections within the brand’s long arc of precision and performance. For clients, the result is a comfortable, concierge-style environment to handle, try on, and compare pieces at leisure.
“A celebration of our U.S. connection”
Leadership framed the SoHo opening as both expansion and homage to the brand’s U.S. presence dating back to 1845—a market where the maison has built deep collector and retail relationships. The new address serves as a flagship-adjacent touchpoint for New Yorkers and visitors seeking Swiss craft with downtown energy.
Why it matters for the trade
For retailers and brand partners, a high-profile SoHo footprint signals continued investment in experiential luxury retail—spaces that educate, immerse, and convert. Expect sustained visibility for PrimaLuna and core collections, increased editorial buzz driven by Lawrence’s campaign, and more substantial footfall from design-led storytelling that encourages hands-on trial and repeat visits.
