Longines Celebrates 120th Anniversary of Logo Registration

Oct 05, 2009
It has been 120 years since the Longines logo, still used by the famous St. Imier watchmaker, was registered.

To celebrate this anniversary, the brand has arranged a special exhibition in the Cite du Temps in Geneva, published the history of a symbol, as well as produced two limited edition watches, featuring individual numbers from 1 to 120.

At a press conference, held within the framework of this festive event, the floor was given to Brigitte Bolli Jost, Brand Registration Responsible at the Federal Institute of Intellectual Property, and Francis Gurry, the Director General of the World Intellectual Property Organization. They brought up the burning subjects of both national and international challenges, intellectual property and the necessity for the trademarks to be protected.

According to Walter von Kanel, President of Longines, on registering the factory trademark in 1889, the brand did everything in its power to provide the proper protection for its name and signature. Referring to the data of the United Nations special agency, this 1889 trademark happens to be the oldest one, still used in the form it originally appeared.

The exhibition, which is conducted at Cite du Temps in Geneva, reflects the way this trademark was adopted and protected. The showpieces embrace historical Longines watches and original documents, which trace the development of a logo and the emergence of the watch-making traditions.

The exhibition welcomes visitors from Friday, October 2nd through Sunday, November 1st, from 9 a.m. to 6 p.m.


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