Industry News – Longines Casting Call for Modern Bogart

Longines, which prominently features Humphrey Bogart in its advertising campaign “Elegance is an Attitude” will be conducting a search for the next Humphrey Bogart and will stage a casting call at Tourneau 57th Street on August 14.

The firm has launched its newest watch collection, called Evidenza, based on its original tonneau shaped designs from the 1940’s-1950’s. Bogey himself, who personifies the quintessential elegance that Longines hopes the Evidenza will represent, wore a Longines watch in a tonneau style from 1941 onwards.

Starting at 10am on August 14, crowds are expected to gather in what can be best described as American Idol meets American Icon. It should be noted however that this is not a look-alike contest. Those in the running must stand up to the challenge of this larger-than-life figure – in confidence, image, personality and the very essence of masculinity. The winner who best exemplifies Bogart and Longines’ elegance will receive a new Evidenza watch, a $10,000 cash prize and an
opportunity to appear in an exclusive fashion spread in Esquire magazine.

Longines is a member of The Swatch Group Ltd., the world’s leading watch manufacturer with no fewer than 159 production sites in Switzerland. The Swatch Group is the official timekeeper and data-handling operator for the Olympic Games in Athens, Torino, Beijing and other cities, until 2010.

The Evidenza men’s sub-seconds model is equipped with the Longines automatic caliber L615 with a 28,800-vibrations per hour beat and a power reserve of 42 hours. The silvered “flinqué” dial features blue painted Arabic numerals.