Some watch aficionados have whispered that maybe in recent times Longines has lost ground to some of the other major Swiss luxury watch players, but if that’s the case, things could be about to change. Longines have brought out the big guns in the shape of new Brand Ambassador, Golden Globe and Emmy Award nominated Australian actor and director Simon Baker. He will be appearing in print and TV commercials for their ‘Elegance is an attitude’ campaign.

Simon has carved an impressive Hollywood career appearing in several seasons of the popular police procedural The Mentalist. The new advertising campaign for Longines shows Baker in an elegant city apartment, wearing a three piece suit, sporting the Longines Master Moon Phases on his wrist.

One of Longines key strengths has always been the classic elegance of their watches, and they believe in Baker they have found the perfect embodiment of what counts as contemporary sophisticated urban cool.

When asked to define his own idea of elegance, Simon Baker quoted the Longines’ motto “Elegance is an Attitude” “It’s s a way of being – the way you carry yourself and the perception you give off. For me, elegance means being self-confident, being able to feel comfortable in all situations and always being true to yourself. Elegance involves staying curious, keeping one’s self control and above all enjoying life!”

Longines Master Collection Moon Phases

The 42mm Master Moon Phases watch is fitted with a self-winding calibre, mounted on a brown alligator strap. The silvered dial, subtly decorated with a fine barleycorn motif, contrasts strongly with the moon phases display and the blued hands – a fount of elegance in itself.

Earlier this year, Simon Baker was seen in Margin Call, a thriller which revolves around the key players at an investment banking firm during a 24-hour period in the early stages of the 2008 financial crisis.

No doubt with Baker’s help, Longines are expecting to avert any such crisis in their long established maison.