Random Horse Commercial of the Day: Longines

Reader Mona Stern wrote us earlier this week to say, “I loved the advertisements for Longines on NBC’s broadcast of the Whitney Handicap today. They were beautiful!!!” We agree.

The luxury watch brand, a big supporter of equestrian sport, released two dramatic new spots this year — aired most frequently during network horse sports coverage — that any horse love will appreciate.

The first, released in January, features the “Longines Ambassador of Elegance” Swiss show jumper Jane Richard Philips.

The second features racing. From the video description: “Tracing the evolution of a racehorse from the start of its training to its victory in one of the most prestigious races in the world, this new video perfectly captures the passion of Longines for equestrian sports.”

We’re glad to see Longines stepping up their support of all things equestrian. Last year Longines formalized a 10-year partnership to become the Official Timekeeper and Official Watch of the FEI.

The partnership involves a number of major rights packages, including the FEI World Rider Rankings for Jumping, official timekeeper of the Furusiyya FEI Nations Cup™ from 2013 onwards and of the FEI World Equestrian Games™ in 2018 and 2022. Longines became the new title sponsor of the FEI World Cup™ Jumping when the 2013/2014 season started in October of last year. Additionally, Longines will be title sponsor of the FEI World Endurance Championships in 2016 and 2020.

HRH Princess Haya, FEI president, and Nayla Hayek, Chair of the Swatch Group Board of Directors, after the signature of the new agreement between FEI and Longines. Photo: Longines press release.

The company explains:

Longines’ passion for equestrian sport dates back to 1878, when it produced a chronograph engraved with a jockey and his mount. Seen on the racetracks as early as 1881 and extremely popular among jockeys and horse-lovers, this model enabled its user to time performances to the seconds. It was already being used by most sport judges in New York in 1886. In addition, the brand was involved for the first time in the Concours Hippique International Officiel de Genève as timekeeper in 1926. Today Longines’ involvement in equestrian sports includes show jumping, flat racing and endurance competitions.”

Go Riding.

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