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The New PrimaLuna x Jennifer Lawrence

The New PrimaLuna x Jennifer Lawrence
Carollinum
Oscar-winning actress Jennifer Lawrence has been an ambassador for Longines since 2022, and her attitude to watches has changed considerably since then. Timepieces are no longer just accessory for Lawrence, they mirror her personality and are an epitome of her elegance. Jennifer Lawrence’s new film Die My Love, in which she both stars and produces it, will come to cinemas soon. Yet already now, you can purchase the PrimaLuna watch she so loves to wear.
The New PrimaLuna x Jennifer Lawrence
What made you take on the role of ambassador for Longines? 
There is so much rich history and creativity behind the brand and I love that their watches are timeless. 

What does “elegance is an attitude” mean to you, and how do you embody it in your life? 
I prefer understated elegance. A classic, chic look. Confidence. Being comfortable in who you are. 

Since joining Longines as an ambassador of Elegance in 2022, how has your relationship to watches changed? 
Since joining as an Ambassador, I’ve become so much more aware of watches. 

What do you think of Longines as a brand? 
Longines is an exciting brand to work with. It has an incredible history and everyone I’ve met has been lovely. The new PrimaLuna watch feels timeless. It has the kind of classic elegance that can easily go from day to night, casual to formal. 

When do you feel the most elegant? 
I feel most elegant when I can get ready quickly; a little effort can go a long way. Longines watches possess a “quiet luxury” that feels effortless. They are not just a piece of jewellery. Longines timepieces are the kind of accessory that can elevate daytime casual to black tie and formal.
Image from library
Image from library
Image from library
Image from library

Today’s elegance is not the same as yesterday’s. It has evolved with time and generations. What is your definition of elegance today? 
Elegance is effortless and simple. Understated. 

What do you value Longines for? 
I love the aesthetics of their watches. Whether it’s the Mini DolceVita or the new PrimaLuna, there’s such a rich history and none of their styles ever seem outdated. I have developed a collection over the last couple of years and I love pairing their timeless pieces with what I’m wearing – from a walk down the street to a film premiere on the Cannes red carpet. 

Were watches just part of your life growing up, or was it something that developed over time? 
It has definitely developed over time. When my husband and I got married, my brother-in-law gave me a watch that his father had given him when he was younger, which was such a meaningful gesture that changed my perspective on watches and ever since then, my love for watches has grown. 

Could you describe the new PrimaLuna in three words? Elegant, beautiful and graceful. What do you like the most about the new PrimaLuna? 
The design is beautiful. I like that it’s sleek, understated, and precise. You can really feel the Swiss watchmaking excellence in the automatic movement.
Image from library
Image from library

What does a watch represent for you? Is it more a functional piece or a stylish accessory? 
I think a watch gives you a more polished, professional look, and it is also something really beautiful. I love the fact that it can be functional jewelry. 

Do you remember your first watch? 
When I was in elementary school, I had a digital watch. But I consider the gift my brother-in-law gave me before my wedding as my first real watch.

What does time mean to you personally or philosophically?
Time is so precious. I like to appreciate every moment and be present because time moves so quickly. 

What is your favourite time of the day? 
My favorite time of the day is in the morning, between 7 and 8 am, when my husband and I can be together for coffee and I’m getting my family up and moving for the day. 

How do you express yourself, not only in watches but also in fashion or make-up? 
Effortlessness in fashion and makeup is really important to me, which is also something that drew me to Longines. A quality that transcends trends. Time seems like a luxury in our busy schedules, right now. 

What do you consider like your own personal luxuries? 
The older I get, the more I realize that how I feel when I’m doing something is important. A good day starts with my mindset. 

What is the best way to spend time, according to you? 
The best way to spend time is being appreciative for whatever it is you are doing. Appreciating the small everyday pleasures in life. 

What is your new film Die My Love about? 
Die, My Love is about a woman, Grace, who slowly unravels while confronting the contradictions of love, lust, motherhood, and madness. My producing partner and I brought this film to life and I’m so looking forward to the world seeing it.
The New PrimaLuna x Jennifer Lawrence

Carollinum

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