Show Stopper – Longines Brand Ambassador Aishwarya Rai
The era was 1920's, the look inspired by Audrey Hepburn, Longines' original ambassador for elegance. It was a scintillating evening when Longines hosted the BelleArti post launch party. An invite only affair, the party was attended by glitterati of Delhi's party circuit along with some renowned faces from the fashion industry.
Commenting on the BelleArti line, Mr Claude Jaunin, (Regional Manager Asia Pacific, Longines) said, “The Longines BelleArti collection offers several models for both ladies and gentlemen which adds to the celebrations this festive season. The response to Longines in India has been highly encouraging, spurring us to remain continuously motivated in bringing to our patrons the best and the latest collection from our global portfolio. I am proud to present the Longines BelleArti collection today and we look forward to continued success in India.”
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The vintage charm and art deco style of the 1920's set afire the fashion capital of India. Famous fashion designers Gauri and Nainika Karan (who overtly claim to be be inspired by Audrey Hepburn) garbed the style divas that included Noyonika Chatterjee, Indrani Dasgupta, Laxmi Rana, Joey Matthews, Michelle Innis who set the ramp ablaze as they showcased the elegant BelleArti collection. The audience was left spell bound when Longines brand ambassador Aishwarya Rai played the show – stopper, attired as the Indian incarnation of Audrey Hepburn and wearing an exclusive all-diamond Longines BelleArti watch, specially created for the occasion. This unique piece has 1162 diamonds on the bracelet (a total of 5.81 carats); 263 diamonds on the case (3.453 carats). , making a total of 9.26 carats.
Showcasing the BelleArti collection, Longines Brand Ambassador Aishwarya Rai said, “Longines has always been at the forefront of elegance and style. The new BelleArti collection has captured the extravagance of the vintage era in a way that blends contemporary designs without compromising on heritage of the masterpiece … each model is an acme of the values that the brand stands for. ”
To add to the grandeur of the event, the guests were enthralled by a performance of Nico Brina - “King of Boogie” - who specially flew down from Switzerland to be a part of this event accompanied by Charles Weibel, the internationally renowned drummer that left the audience mesmerized.
This event followed the launch of the BelleArti in India the day before with the opening of the first Longines boutique in Chennai, the boutique itself being inaugurated by Ms Rai.
Priced at Rs 67,000 onwards, the regular Longines BelleArti comes in steel or, at the top of the range, a 18 carat pink gold with case edged with diamonds. A collection available for men and women, the battery life of BelleArti is 1½ to 2 ½ years. The watches sport a silvered dial with black painted Arabic numerals. Just to add the glamour and royal look, all BelleArti models are bedecked with a sapphire crystal with an anti reflection coating. The suave look is complete with anthracite, alligator skin or satin straps. The watches offer water resistance of upto 30 metres.
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Right from the start of the last century, Longines used artistic trends to integrate the evolution in style and fashion into its creations. The 1920s saw the birth of several new trends: the strictly geometric Art Deco style; movements that were becoming smaller and smaller generating the growing success of shaped watches for which Longines was the precursor; and finally the new woman - emancipated, determined, independent and feminine.
About Longines
Longines, the prestigious Swiss watch manufacturer is proud of its rich heritage of 175 years. With ‘elegance' the overriding characteristic of its collections, each piece is skillfully crafted to make a statement in classic understated chic, in line with the brand's claim “Elegance is an attitude!”
Always the same, continually used, constantly updated, the world's oldest registered brand name and logo in watch making still in existence - with its winged hourglass, guarantee of high quality, precision and acclaimed beauty – Longines will enter its anniversary year 2007 with new elegant horological innovations for men and women that stand the test of time
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