The Longines DolceVita collection was inspired by an iconic rectangular Longines model launched in 1927 and made its official debut in 1997. Over the last twenty-six years, the collection has been expanded with a vast selection of models and array of materials, sizes, dials, bracelets, and colors, often with additional Art Deco design codes (such as sector dials, Roman numerals, or ornate hands) and all featured on the signature rectangular case. The new Longines Mini DolceVita launched earlier this year is the newest addition to this important Longines collection and it shows some differences compared to the other existing timpeces. In particular, it features a slightly different case shape, with softer lines and smaller dimensions that measure 21.50mm wide, 29mm high, and 6.75mm thick. Comfortable and practical enough to be suitable for a daily watch, the Longines Mini Dolcevita houses a highly accurate L178 quartz movement and it’s waterproof up to 30 meters.
Previously, the Longines catalog contained 87 references of the Dolcevita to which have now been added 11 new variations of the Mini DolceVita, available with diamonds on the external part of the case, a striking white dial with contrasting surfaces, painted Roman numerals, sunken small seconds, stainless-steel bracelet or leather strap. There are also some colorful options with matching dial and leather strap colors that increase even more the combination possibilities and allow the owner to play with them. Also the price of the entire collection is quite interesting considering that it oscillates from 1.800€ to 4.000€.
Among the new models launched, possibly the most interesting novelty from a pure visual point of view is a new five-link, brick-style bracelet with a butterfly clasp. Beautifully hugging the wrist and in perfect accordance with the rectangular steel case, this bracelet gives to the Longines Mini DolceVita a further Art Deco touch, linking even more the watch to the aesthetic of the period when the ancestor model of the collection was launched and giving an even more elegant look. The new stainless-steel bracelet, which is composed of 198 links with shiny polished links, undoubtedly increases the personality of the watch and the twin-trigger butterfly clasp results to be simple to use and quite decorated, thanks to Longines’ winged hourglass logo.
Further to the bracelet introduction, three of the 11 new references feature a rectangular silver sun-ray dial with a circular hour track that results to be particularly surprising and successful when combined with the classic roman numerals. Such dial configuration is a strong visual departure from previous models of the collection and an interesting switch from such an iconic and recognizable detail, which had previously been used with numberless dials, stick indexes, and simpler numerals, both Arabic and roman.
Moreover, it is worth noticing how similar the new Mini Dolcevita may look to the even more iconic Cartier Tank Louis Cartier, especially in the leather strap configuration. However, what results to be immediately evident is the different use of color configurations between the two watches. While the Tank remains (up to now) a classic and elegant watch that can be worn in every circumstance and with both formal and casual attire, some of the configurations proposed by Longines, especially the ones featuring bright colors (mint green, red or pink) and the matching strap and dial, convey a less classic and formal look. Then, the addition of the bracelet, which is probably the most interesting feature among the new proposals, is able to highlight the difference between the Mini DolceVita and the Tank, increasing its competitiveness in the market.
Finally, another interesting aspect of the launch of the Longines Mini Dolcevita concerns the massive and high profile campaign led by Oscar Prize winner actress Jennifer Lawrence, Longines brand ambassador, which has had a wide resonance on social media and specialized magazines.
