Longines DolceVita China launch (Shanghai, Chine)
The famous Swiss watchmaker Longines has selected the splendour of the Huangpu River as the backdrop for its gala dinner in celebration of the launch of Longines DolceVita collection 2010 new models, whose timeless rectangular design is now presented in steel and rose or yellow gold.
The Longines DolceVita collection is inspired by the Italian spirit of enjoying life, in particular the architectural beauty of Rome – the eternal city. It is a horological interpretation of the gentle way of life.
The new additions to the DolceVita collection that combine steel with yellow or rose gold recalls one's yearning for the carefree and luxurious lifestyle. It is more than a watch, it is an attitude. The atmosphere of the gala dinner was created so as to enable each guest to feel as though they were in the streets of Rome. They could linger at traffic junctions in a bustling Roman street, or toss a coin into the Trevi Fountain. They could take in the beauty of antique motorcars while also being illuminated by their flashing headlights, or step onto a white scooter, just as Audrey Hepburn did in the film “Roman Holiday”.
One of the highlights of the evening was the screening in a mock Coliseum-setting of the Longines DolceVita’s new advertising campaign featuring three of the brand’s ambassadors of elegance: The British filmstar Kate Winslet, who won an Oscar for best actress in 2009, the Bollywood icon Aishwarya Rai Bachchan and the Asian star Chi Ling Lin. Each of them offers their interpretation of Longines DolceVita lifestyle through their natural elegance. At the conclusion of the video, Chi Ling Lin makes her entry donning a Longines DolceVita in steel and 18K rose gold. Other celebrities present during the gala dinner included Sun Honglei, Vivan Wu, Annie Yi, Song Jia, Zhao Ziqi, Zhang Xinyi, Ren Quan and renowned movie directors Hu Mei, Li Yu, Gao Qunshu and Liu Jiang as well as well-know host Meng Fei, together gave a toast and enjoyed a way of life, – la dolce vita.
Longines 1st corporate store in China is also opened on the same day at the pedestrian shopping strip along Nanjing Road in Shanghai, setting up an example of the retailing, service and image for the brand, heralding a brand-new cha
