
Longines Showcases Its New Master Collection Through Rivoli on Dubai’s DOOH

Elegance, according to Longines' new campaign, is a philosophy, not just a style. This message is being conveyed through a new DOOH campaign across Dubai. Longines portrays its new collection, the “Master Collection,” through a single-format campaign that utilizes digital screens. The campaign is a relatively new one that was released during the third week of January following Longines prior successful OOH appearance during October 2024 when the luxury brand was advertising for “The Conquest” collection featuring Barbara Palvin and Zhao Liying.
Longines is back on track even stronger with Rivoli Group as the main advertiser as Rivoli’s logo and typo is seen on the top of the billboard, standing out of the visual’s frame. The main tagline used for this campaign is “The Master Collection” which informs the OOH audience about the timepieces. The two watches, one for men and one for women, are displayed against a background of a sandy desert making them pop to grab passerby’s attention.
One of the visuals demonstrates the Longines Master Collection Moonphase which is the watch on the right that has a red Alligator strap. The material is stainless steel for the case and has scratch-resistant sapphire crystal, with several layers of anti-reflective coating on both sides. The dial color is in the color white mother-of-pearl and includes a dial set with 12 Top Wesselton VS-SI diamonds, for a total of 0.055 carats. Its function comprises a moon phase display and date indicated by a small hand at 6 o'clock and is a female watch.
The other watch for men is the Longines Master Collection Chronograph that is water resistant and is in the silver "barleycorn" color with blued steel hands. It has painted Arabic numerals and its functions include hours, minutes, small seconds at 9 o'clock and date. The alligator strap makes it look luxurious and chic and is in the color brown.
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