Longines has always been synonymous with precision, elegance, and a pioneering spirit. In 2025, the brand amplifies these values with the launch of the Longines Spirit Zulu Time 1925, a centennial tribute to its legacy of horological innovation. The campaign, fronted by global ambassador Henry Cavill, is a masterclass in how heritage, technical mastery, and the right face can converge to create not just a compelling product, but a powerful brand narrative.
The Spirit Zulu Time line, while anchored in the past, is anything but static. The 1925 edition is both a celebration and an evolution, marking a hundred years since Longines introduced its first dual time zone wristwatch. The collection grows with new 39-mm and 42-mm stainless steel models, each fitted with ceramic bezels that distinguish day from night. The signature black dials and refined rose-gold accents unify the family, while different sizes and configurations offer versatility for a range of tastes and wrist sizes. The 39-mm stainless steel case, in particular, stands out with its bidirectional bezel, featuring a circular-brushed insert capped in 18K rose gold, a tactile reminder of the brand’s commitment to craft and elegance.
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Cavill’s presence in the campaign is both strategic and authentic. The watches brand reunites again with the actors as the brand ambassador, previously photographed for the announcement of the partnership in February this year. As an actor, producer, and global traveler, he embodies the Longines ethos of discipline, steadiness, and understated quality. The campaign follows him through cities and airports, from sky to city, car to terminal, transforming the Spirit Zulu Time 1925 into a symbol of emotional continuity. The narrative pivots on the question, “What time is it over there?” – a phrase that resonates with anyone who has ever felt the tug of distance from loved ones. For Cavill, the watch is more than a tool; it’s a constant reminder of presence and connection. Whether crossing continents for work or reuniting with family, the Spirit Zulu Time 1925 becomes a bridge across time zones, reinforcing the idea that time is not just a measure, but a shared experience.
The campaign’s emotional core is matched by the technical brilliance of the watch itself. The matte black dial provides a striking backdrop for rose-gold indexes and hands, treated with Super-LumiNova® for optimal readability in any light. Below the 6 o’clock position, an engraving, “1925 – 2025”, subtly references the watch’s centennial roots, while the 24-hour scale enables the tracking of three time zones, a rare and valuable feature for today’s global citizen. At its heart is the L844.4 calibre, a self-winding mechanical movement equipped with a silicon balance spring and components that are ten times more magnetic-resistant than the ISO 764 standard. This commitment to technical excellence is further validated by COSC certification, ensuring that each piece meets the highest standards of Swiss chronometry.
The Spirit Zulu Time 1925’s rose-gold tones are not just decorative, they echo the copper meridian strip at the Royal Observatory in Greenwich, a subtle nod to the watch’s roots in global timekeeping. Longines’ history with dual time zone watches stretches back to the early 20th century, when the brand produced “Turkish Watches” for the Ottoman Empire, capable of displaying both Eastern and Western time zones. The 1925 Zulu Time was a breakthrough, using the “Z” maritime signal flag to denote UTC+0, the foundation of modern timekeeping for aviators and travelers alike.
Cavill is, in many ways, the perfect Longines man. His career is defined by roles that demand discipline, resilience, and a quiet strength, qualities that align seamlessly with the brand’s philosophy. His own words, “True quality doesn’t need to announce itself,” could easily serve as a Longines tagline. This partnership is more than a celebrity endorsement; it’s a meeting of values. Cavill’s authenticity and global appeal have elevated the brand’s image, bringing a new generation of enthusiasts to Longines while reinforcing its stature among seasoned collectors.
The campaign’s impact is already visible. Cavill’s association with Longines has generated significant media attention, increased engagement across digital platforms, and reinforced the Spirit Zulu Time 1925 as a must-have for those who value both tradition and innovation. The watch’s centennial milestone, celebrated through Cavill’s journey, positions Longines at the intersection of heritage and modernity, making the Spirit Zulu Time 1925 a beacon for those who see time as both a personal and collective journey.
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Longines commemorates a century of global horological mastery with a campaign that is as much about connection as it is about precision. Through Cavill, the Spirit Zulu Time 1925 becomes a symbol of modern elegance, technical mastery, and the enduring power of presence across time zones. This is not just a watch, it is a companion for those who move the world forward, one moment at a time. The partnership with Cavill is clearly paying dividends, anchoring Longines’ reputation as a brand where true quality quietly endures, transcending trends and borders alike.
