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Longines SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 12, 2023Read time:

Here is a detailed SWOT analysis of Longines covering strengths, weaknesses, opportunities and threats.

Longines Strengths

  1. Longines was the first brand to change the way time was kept in sports. They introduced the first watch with a timing mechanism that is triggered by electric signal
  2. International movie and sports celebrities represent Longines as brand ambassadors
  3. Longines has strengthened its brand image by being the official time keeper of Olympics and many other sporting events (like Roland-Garros)
  4. Part of the Swatch group that has 28,000 employees across 50 countries
  5. Good advertising and brand visibility of the watches through TVCs, print ads, online ads etc
  6.  Longines has a strong legacy since its inception in 1832
  7. Its logo is one of the longest unchanged trademarks in the world

Above are the strengths in the SWOT Analysis of Longines. The strengths of Longines looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Longines Weaknesses

  1. The brand is yet to establish itself completely compared to some of its global competitors
  2. Limited market share of Longines watches growth due to competition

These were the weaknesses in the Longines SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Longines Opportunities

  1. Longines has an opportunity to expand its distribution networks, especially in developing and emerging markets
  2. More penetration through continuous advertising and marketing
  3. Acquisition of smaller brands and more presence in luxury markets can help Longines grow

Above we covered the opportunities in Longines SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Longines Threats

  1. Some competing brands have a stronger international presence and a stronger brand image
  2. Fluctuating economies means limited spending on luxury items
  3. Fake & cheap imitations of Longines watches cause damage to brand

The threats in the SWOT Analysis of Longines are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Longines SWOT analysis.

About Longines

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Longines Overview
Parent Company

The Swatch group


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Elegance is an attitude


Longines has watches made from technical expertise born of tradition, elegance and performance

Longines STP

Premium luxury watches

Target Market

High Income Men and women


Longines offers high quality, trendy & classy luxury watches

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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