Updated on November 28, 2022

LONGINES DOLCEVITA X YVY, or when a leather strap redefines a watch

By Shana Devleschoudere
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The winged hourglass brand launches the new LONGINES DOLCEVITA X YVY line. The timepieces with the renowned rectangular shape are born under a new identity and adorned with sophisticated leather straps imagined by the Swiss designer Yvonne Reichmuth. Their design refers to the equestrian world dear to LONGINES and evokes bridles and horse harnesses.

At a time when summer is inviting forearms to free themselves from the shackles of clothing and let the timepieces that dress them be discovered, the winged hourglass brand unveils its new line of models
Longines DolceVita X YVY. The watch brand is pairing its watches with subtle double leather straps available in three tones: double beige leather, brown and with rivets for the black. The design was entrusted to the creative Zurich-based company of sophisticated glam-rock accessories YVY, which is both appreciated and appreciated by international stars and a public in search of exclusivity.

Common values

The complementary worlds of Longines and YVY are thus combined in an almost instinctive collaboration. Made of leather and with impeccable finishes, the new bracelets of the Longines DolceVita X YVY models are decorated and reinforced with metal parts. They feature a strong design to explicitly refer to the equestrian world, dear to the brand with the winged hourglass. "We wanted to develop together a new approach to the world of horses and their bridles," says Yvonne Reichmuth, founder of YVY.

The bond of complicity that unites the rider to his mount, this indispensable auxiliary that dresses the head and neck of the equine reminds us of the symbiosis that is born between the wrist of a human being and his timepiece. The designer adds: "The idea of modularity of the bracelet was born, in order to create a watch that can be worn with class in different styles."

The present rejuvenates the tradition

Dressed in this contemporary design accessory, the young and glamorous Longines DolceVita X YVY line adapts to the desires of each and every person as well as to the events that will punctuate the day ahead, thanks to the interchangeable bracelet system that allows the watch to be personalized. While it can be worn alone, the thin complementary bracelet, once joined to the watch, offers a metamorphosis into a stylish object that charms and moves each generation. "Offered with two cases of different sizes, it is suitable for both men and women," promises Matthias Breschan, CEO of the St-Imier watch brand.

Yvonne Reichmuth was born in Switzerland in 1986. She graduated in fashion design in Zurich in 2008 and started her career as a fashion designer in women's clothing. Her strong passion for leather led her to Florence where she perfected her skills in the treatment of this noble material, to sublimate it.

In the decade that followed, Yvonne Reichmuth gained extensive additional experience as a fashion designer. She has illustrated editorial and commercial content with her creations, designed costumes for film and created many unique pieces of clothing. She has also worked as an external speaker to share her experiences for various schools and organizations and in 2016 founded her own company in the heart of Zurich under the name YVY, inspired by the diminutive of her first name. Invited to fashion shows in Paris, Milan, Beijing, Berlin, Copenhagen and Dubai, awarded several distinctions and prizes from the fashion world (Swiss Textile Prize for Young Fashion Entrepreneurs, Premium Young Talent Award), her creations are worn by celebrities Billie Eilish, Cardi B, Taylor Swift, Kristen Stewart, Monica Bellucci, Kylie Jenner, Gwen Stefani or Janet Jackson, as well as by a young and trendy public.

Its strength lies in its timeless collections, independent of the seasons and often inspired by the equestrian world, which is dear to Longines. The affinities were obvious and led to a collaboration with the brand with the winged hourglass for a redefinition of the codes that dress a selection of models from the Longines DolceVita collection.


About LONGINES

Based in Saint-Imier, Switzerland, since 1832, the Longines watchmaking company benefits from a know-how forged in tradition, elegance and performance. With its long experience as timekeeper of world championships and partner of international federations, Longines has forged strong and lasting ties with the world of sport over the years. Renowned for the elegance of its timepieces, Longines is a member of the Swatch Group Ltd, the world's leading manufacturer of watch products. Using a winged hourglass as its emblem, the brand is present in over 150 countries.