Longines have appeared on Dubai’s OOH scene previously with Reges-Jean Page, and now the jewelry brand from Rivoli Group is back. The household name in both jewelry and timekeeping is no stranger to being the “Official Timekeeper” of the “Dubai World Cup”, as they were the holder of that title before, and announced it in an OOH campaign. On March 25, 2023, the Meydan Racecourse in Dubai hosted the 2023 horse race, being run for the 27th time. The advertisement features a peek into the race on the visuals. Longines uses this to its advantage and launches the Longines Ultra-Chron. Higher precision is assured by the new high-frequency movement, which draws on Longines' rich history of developing high-beat movements for more than a century. The new model follows the classic design principles of its ancestor, the 1968 Longines Ultra-Chron Diver. The 1968 model's professional diving functionality and aesthetic standards served as inspiration for the new Longines Ultra-Chron. This masterpiece of a watch reels in all attention on Dubai’s roads, along with a snapshot of the horse race in action. Site Global and Phi Advertising have come together to show off Longines' campaign across Dubai’s uni-poles and digital screens in the second week of March.
