Longines, the world famous Swiss watch manufacturer, unveiled its brand new PrimaLuna collection at a grand launch event held in Beijing last October. Chi-ling Lin, Longines’ World Ambassador of Elegance, appeared at the event in the guise of a mysterious and graceful goddess, representing the elegance and charm of the PrimaLuna range of wristwatches, which are inspired by the legendary Arabic story “One Thousand and One Arabian Nights” and the mysterious moon. Ketchum Beijing helped Longines manage media communications and guest hospitality for the launch ceremonies.

In addition to the grand launch event, which was attended by over 500 VIP guests and media, Ketchum also helped arrange an opening ceremony for the new Longines flagship store on Beijing’s busiest and oldest shopping street – Wangfujing. Chiling Lin’s appearance attracted thousands of consumers to the opening.

As a leader in aesthetics and fashion, Longines wristwatches are held in the highest esteem by Mainland China’s fashion leaders. As evidence of this, chief editors from Mainland China’s top ten fashion and luxury magazines, including Vogue, Bazaar, Cosmopolitan and Marie Claire, attended an exclusive private briefing organized by Ketchum. The editors were given a detailed overview of the evolution of Longines timepieces over its 175- year history, culminating in the launch of its latest range – the PrimaLuna collection.

Leading women from fashion, culture, film and television circles were invited to the red carpet and gala event. Model Jiang Pei-lin, actress Chen Shu, famous vocal music professor Liu Chang, film director Jin Yi-meng and fashion designer Ji Cheng joined famous TV host, Lin Yi-lun, to celebrate the launch of the PrimaLuna collection.

Baroncelli GMT Taipei Limited a sell-out

Shortly after the Ketchum Beijing team completed their Longines events, Ketchum Taiwan was introducing the new additions to MIDO’s Baroncelli series in Taipei. MIDO’s new watch, the Baroncelli GMT Taipei Limited, is a limited edition with only 100 pieces made for sale worldwide. A media gathering was held in November featuring celebrities Ting Chuen-cheng and Hsu Wei-en to present the Baroncelli GMT Taipei Limited model and the classically elegant Baroncelli Big Lay ladies’ watches. One week after the launch, the Baroncelli GMT Taipei Limited watches were all sold out in Taiwan.