Longines is a Swiss luxury watchmaker based in Switzerland. Longines Founded by Auguste Agassiz in 1832. In 1878, Longines developed its first chronograph movement. It was a mono-pusher chronograph, in which all 3 chronograph functions- start, stop, and reset – were controlled via the crown. With the 20H, Longines could produce stopwatches suitable for precise timing in professional events. This was when Longines began building its reputation in equestrian sports such as horse racing and jumping. In 1969, Longines announced its first quartz movement, the Ultra-Quartz, with an analog display. Longines claimed this movement was the first quartz ready for serial production. In 1972 they followed with an LCD digital display watch, which consumed much less power than its contemporaries, the LED watches. The company has been a subsidiary of the Swiss Swatch Group and its predecessors since 1983. Longines began using the slogan “Elegance is an Attitude” in 1999. Their previous slogan, “The World’s Most Honored Watch” was used for most of the 20th century.