After 16 years orbiting the wrists of women who want effortless elegance backed by solid Swiss watchmaking, the moon-inspired Longines PrimaLuna is entering a new phase.
If the rectangular DolceVita is Longines’ ode to Art Deco glamour, the PrimaLuna is its softer, rounder counterpart – a dainty case designed to echo lunar curves. Now its 34mm case has been completely redesigned, most notably with tapered lugs that flow seamlessly into a steel bracelet or alligator strap. The crown has been enlarged, its bubble-like shape carved with grooves to resemble lunar crescents, while the signature sword-shaped hands have been slimmed down for a more refined profile. Even the bracelet links have been updated, with the polished, half-moon domes now shorter for greater comfort and a sleeker drape on the wrist.
There’s no shortage of choice, either. The new PrimaLuna comes in full stainless steel, bi-metallic steel with 18k rose or yellow gold cap, or dressed up with diamonds and sapphires. Academy Award-winner and Longines Ambassador of Elegance Jennifer Lawrence is already a devotee: “The design is beautiful. I like that it’s sleek, understated, and precise. You can really feel the Swiss watchmaking excellence in the automatic movement.”
(Related: Embracing time with the Longines Mini Dolce Vita)
That movement is also a first for the collection. The L899.5 automatic calibre introduces a moonphase-and-date function to the PrimaLuna, along with a silicon balance spring that resists magnetism and temperature swings for reliable precision. A 72-hour power reserve and 30m of water resistance round out the everyday practicality.
Lawrence recalls her very first watch was a digital one she wore in elementary school, but says she has “developed a collection over the last couple years,” since taking on the ambassador role in 2022. “I love pairing their timeless pieces with what I’m wearing – from a walk down the street to a film premiere on the Cannes red carpet.”
The 2025 Cannes Film Festival was actually Lawrence’s first as an actress with a film premiere there, for her thriller, Die, My Love. The DolceVita may have been her Cannes date that evening, but one PrimaLuna model in particular is set to be the head-turner this season, thanks to a dreamy mother-of-pearl dial in “celestial blue” – another first for the collection. Ringed with 48 sapphires totaling 1.06 carats across four subtly shifting hues, the dial forms a hypnotic gradient, further accented by 14 diamond hour markers. A blue alligator strap with stainless steel folding clasp completes the look.
None of these design updates are overtly extravagant, but that’s exactly the point, and one that resonates with Lawrence’s own philosophy of time. “My favourite time of the day is in the morning, between 7 and 8am, when my husband and I can be together for coffee and I’m getting my family up and moving for the day.” Similarly, Longines quiet refinements are a gentle reminder to appreciate the understated rituals of daily life.
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