The Longines Conquest model we'll discuss in this article is one of the most iconic and groundbreaking timepieces in the world of watches. This model, which currently figures prominently in the entry- to mid-range segment, has been an elegant timepiece revered by collectors since its introduction. Combining sportiness and classicism, this model ushered in a brand new strategic era in the watchmaking world and for the Longines brand.
The Revolutionary Name in Swiss Watchmaking
The Longines Conquest model was introduced to the watchmaking world in 1954 and immediately made its mark. It was the first Longines collection to have its name officially protected by the Federal Intellectual Property Office in Bern, Switzerland. During this period, when brand identities gained importance with the post-war consumer boom, watches were generally sold individually and without a brand name. Following Longines' patenting of this name, the brands' creation of product lines marked a conscious shift towards creating series with a distinct identity and integrity.
The post-war 1950s can be considered a golden age for Swiss watchmaking. The watch market flourished, particularly in America, where the emerging middle class had an income that allowed them to purchase luxury goods. In this booming market, the watches available at the time were tool watches, meaning watches produced for a specific purpose. The Rolex Explorer, which entered our lives in the 1950s... Rolex SubmarinerWatches like the Omega Seamaster and Breitling Navitimer were made for use in specific areas. And that's when the model that would conquer the watch world emerged.
Source: https://www.shucktheoyster.com/portfolio/longines-conquest-vintage-watcg-9001/
The first Longines Conquest model (ref 9001) was neither a pure tool watch nor a delicate "dress watch." This new model was one of the first examples of the "GADA (Go Anywhere, Do Anything)" category, which is now quite popular in the watch world. It was a watch robust enough for an active lifestyle, yet suitable for wearing with a suit to an important meeting. In keeping with the aesthetic tastes of the time, it attracted attention with its 35mm case diameter, automatic movement (Longines Cal. 19AS), and waterproof case thanks to its screw-down case back. Introduced before the GADA watch concept existed, this watch can actually be considered the first example of this concept. It was a great option for consumers who didn't need a diving or pilot watch but were looking for a more durable watch than a dress watch.
Key Models of the Collection
Conquest Ref 9028
The most striking feature of this model, introduced in 1959, was the power reserve indicator. Unlike reserve indicators, which are usually fan-shaped and disrupt the dial's symmetry, this model placed it at the center of the dial.
The watch's Longines Cal. 902 movement was comprised of two interlocking rotating discs: the outer disc with a power reserve scale marked from '64' to '0', and the inner disc with a baton-shaped pointer indicating the remaining power. This model was so significant to the brand that it was revisited for its 70th anniversary in 2024.
Conquest Chronograph
1973 yılına gelindiğinde Longines Conquest koleksiyonunun ilk kronograf modeli olan ref. 1543’ü tanıttı. Bu model sadece ilk kronograf saat olmasından değil, son derece saygın ve şirket içi üretilen Longines Cal. 30CH mekanizmaya sahip olmasıyla da özel bir model. Bu mekanizma oldukça kaliteliydi ve genellikle üst düzey pilot kronograf saatlerde bulunan flyback fonksiyonuna sahipti.
Conquest VHP (Very High Precision)
A phenomenon that shook the entire world, but especially profoundly impacted Swiss watchmaking. quartz crisisLongines had attempted to turn this into an opportunity. The brand had introduced its first quartz model in 1954 and was then familiar with the technology thanks to the Ultra-Quartz models, which were mass-produced in 1969.
The launch of the Conquest VHP (Very High Precision) model in 1984 was a turning point. This model was a true showcase not only for Longines but also for Swiss watchmaking. While the watch market was dominated by affordable quartz watches, the Longines Conquest VHP model proved that quartz technology could also be integrated into the realm of high-end precision engineering and luxury. The highlights of the VHP series are as follows:
While the first caliber had a deviation of ~10 seconds, the later developed model surprised users with a deviation of ~5 seconds.
GPD (Gear Position Detection) System: This was a revolutionary feature for the time, allowing the watch to position its hands correctly if they deviated from their position after an impact or exposure to a magnetic field.
Perpetual Calendar: Added in 1996, this feature offered ultimate convenience by automatically accounting for months of different lengths and leap years.
Sporty Conquest
The 2000s can be described as a period of restructuring for the Conquest model family. Introduced in 2007, the Conquest model family was positioned as the cornerstone of the Longines Sport Collection. This positioning also led to the birth of the highly successful “HydroConquest” sub-family. This special dive watch series took the robustness of the Conquest to a new level.
Conquest Classic
In 2013, the brand launched the Conquest Classic series to revive the elegance and classicism of its first models. With its thinner case design, Roman numerals, and gloche dials, it appeals to a demographic seeking elegant watches rather than sporty ones.
Conquest Heritage
The Conquest Heritage series, produced specifically for the 60th anniversary, is a reinterpretation of the details of the first Conquest series watches. With its 35mm case size, acrylic crystals, and enamel medallion, it demonstrates the brand's mastery of its past models.
The slogan "Elegance is an Attitude," used in 1999, beautifully summarizes the series' positioning. In 2024, the slogan "A Life in a Day" tells us how this 70-year-old series is interpreted today.
