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Primarily based in St-Imier, Switzerland, Longines is a key pillar of the Swatch Group steady of manufacturers that additionally consists of Omega, Blancpain, Breguet, and Tissot, amongst others. Longines has, at instances, been the top-selling watch model in China, in response to analyst estimates.
Swatch Group blamed weak demand from Chinese language customers as the primary contributor to a pointy drop in revenue and gross sales in 2024.
Longines gross sales have suffered amid the pullback in China, in response to analysts at Switzerland’s Vontobel, who estimate that the model fell from the 4th largest Swiss watch model by gross sales in 2019, with roughly CHF 1.6 billion in gross sales, to the seventh largest in 2024, with CHF 1.2 billion in gross sales. Longines accounted for about 21% of Swatch Group gross sales in 2024, the second-biggest contributor behind Omega, in response to Vontobel.
