{"id":26339,"date":"2018-10-18T06:02:44","date_gmt":"2018-10-18T06:02:44","guid":{"rendered":"https:\/\/www.horbiter.com\/in-conversation-with-walter-von-kanel-president-longines-watches\/"},"modified":"2025-06-08T21:58:45","modified_gmt":"2025-06-08T19:58:45","slug":"conversation-walter-von-kanel-president-longines-watches-1","status":"publish","type":"post","link":"https:\/\/www.horbiter.com\/en\/conversation-walter-von-kanel-president-longines-watches-1\/","title":{"rendered":"Meeting Walter Von K\u00e4nel President Longines watches"},"content":{"rendered":"

The opportunity to talk with Longines<\/strong>\u2018 President, Walter Von K\u00e4nel<\/strong>, is always very tasty. He is a nice person with a very strong personality, who listens carefully to all the questions that are put to him, and remembers all the interlocutors he has met over the years.<\/p>\n

I spoke to him only once a few years ago, during the visit to the Saint Imier museum<\/strong><\/a> and to the manufacture and, when we met on the occasion of the Global Champions Tour in Rom<\/strong>e<\/strong>, I had the opportunity to speak to him for a second time, and ask him all the questions I wanted \u00a0about VHP<\/strong>, sport timing and the future of the brand.<\/p>\n

\"walter-von-kanel\"Mr Von K\u00e4nel<\/strong> accepts every question willingly, even the most provocative ones, even when one touches hot topics, such as the legacy of the famous hand-wound chronographs, which are nowadays sold at stellar prices at auctions; but he can also quickly bring your feet back to earth, explaining what the ingredients of the current brand policy are; a policy that has ensured constant success, even through volatile market conditions.<\/p>\n

\"longines-sports-timing\"From this point of view, the Longines Conquest VHP<\/strong> represents the first great Longines<\/strong>\u2018s innovation of modern times, but it is also a recovery operation, updated, of the great digital chronometric tradition (the first quartz caliber was made in 1954<\/strong>).<\/p>\n

A long tradition in precision chronometry<\/h2>\n

Those who know the history of Longines<\/strong> and have visited the museum, can testify to what the brand has achieved in the field of sports chronometry.<\/p>\n

Those over the age of forty, have often seen their logo on television during the Formula One<\/strong> grand prix of the \u201980s, when it stood on the Formula 1 Ferrari<\/strong> of Alboreto<\/strong>, or at the base of the starting points of alpine skiing competitions. Forget about Formula 1<\/strong> for good, because VHP<\/strong> will not open the doors of the brand to a return to motorsports.<\/p>\n

\"longines-vintage-stopwatch\"Today the spirit of the brand is oriented towards classicism, traditional sports and historical collaborations, such as horse riding (a collaboration that began even in 1871<\/strong>), tennis, skiing and all sports where the human factor is predominant.<\/p>\n

If you notice, the brand ambassadors are linked to Longines<\/strong> by long-lasting relationships (I think the brand boasts the longest and most enduring partnerships in watchmaking), and the ambassadors that it chooses, like Simon Baker<\/strong> and Aishwara Rai<\/strong>, are extremely classic figures and always out of the gossip scene: never a word out of place, or cases of gossip that could undermine their image. The \u201cElegance is an attitude\u201d<\/em> claim sums up Longines<\/strong>\u2018 global approach in this field.<\/p>\n

The VHP collection: because the advanced quartz is Longines, but the connected watch is not.<\/h2>\n

One of Von K\u00e4nel<\/strong>\u2018s greatest personal satisfactions, was that he never abandoned quartz technology, and history proved him right. For example, Longines<\/strong> sells many women\u2019s watches, and a quartz caliber is a must on a modern, high-volume woman\u2019s watch.<\/p>\n

When the quartz crisis broke out in the early \u201970s, Longines<\/strong> was ready: in 1969<\/strong>, he presented the first quartz watch in conjunction with Seiko<\/strong>.<\/p>\n

The VHP<\/strong> of the time has therefore been the natural evolution to that project. The new VHP collection<\/strong> therefore rests on very solid foundations, and has a credibility that other traditional brands, that suddenly launched themselves on the Connected Watch<\/strong> sector, do not have.<\/p>\n

Another aspect that Von K\u00e4nel<\/strong> is proud of, is that of not having succumbed to the creation of a product that is easy to obsolescence and which basically aims to bring millennials closer together.<\/p>\n

The VHP Conquest<\/strong> has the whole class of a Longines<\/strong>, but all the complicated functions that you would never expect from one, remaining 100% a Longines<\/strong>\u2018 product in terms of price and image, with the plus of offering a simplicity of use that its Japanese competitor does not possess. Try using, for example, a VHP GMT Flash Setting<\/strong>.<\/p>\n

The VHP<\/strong> Conquest<\/strong> brings the brand closer to clients who recognize themselves in the elegance of Longines<\/strong>, but would want something more technological and suitable to their lifestyle: it is a collection that seems to be sewn on middle and top managers who travel the world, who would not buy an Apple Watch<\/strong> or a Samsung Gear<\/strong> and who want a long-lasting product, aesthetically and technologically. This is the niche in which Longines<\/strong> has entered with the VHP<\/strong>.<\/p>\n

Price segmentation<\/h2>\n

In the round table with other journalists of the field, in Rome<\/strong>, Mr. Von<\/strong> K\u00e4nel<\/strong> has repeatedly emphasized the importance of correct price segmentation; it is a mantra and a topic that he often stresses upon.<\/p>\n

It is easy to understand his way of thinking if we look at the portfolio of brands of the Swatch Group<\/strong>, if we are familiar with the Longines<\/strong> range, and if we study its pricing.<\/p>\n

This logic also explains why it was possible to create a quartz perpetual calendar, while it is unlikely that we will ever see a perpetual mechanical calendar, because its price may not be recognized, or overlap with that proposed by other brands of the Swatch Group<\/strong>.<\/p>\n

In the first case, the effect would be an immediate negative reaction on volumes and profits, in the second, a field invasion and a failure to respect clear logics of pure segmentation.<\/p>\n

The Heritage collection: 5% of sales that fuels the passion for the brand and could become a Flagship collection<\/h2>\n

We conclude with a Q & A on the Heritage collection which represents, from Von Kanel\u2019s own admission, 5% of Longines\u2019 world sales. From my point of view, it is a collection that has not yet reached its full potential, but which Longines continues to feed with products more and more faithful to tradition, and this is a pleasure.<\/p>\n

Have you seen the Skin Diver re-edition? It is proposed without date, exactly as the original. Considering the marginal impact on volumes, it could grow in price, representing the brand\u2019s flagship collection.<\/p>\n

In my opinion there is a margin, it would give a boost to the brand\u2019s perception, but would indeed force it to partially overlap with the access collections of other brands of the Group, such as Omega for example.<\/p>\n

The only current concession is that all the new Heritage are re-proposed without date, exactly as the original versions. I believe that the case of the first Legend Diver and its quotation on the second-hand market have created a precedent.<\/p>\n

However, I asked Von Kanel another question: considering the appeal of the bi-compax chrono with manual winding, why not propose a manual time mechanical chrono with exposed case back?<\/p>\n

I am sure it would be a huge success, and I am sure that the ETA capability would allow it to be made at a reasonable cost, but unfortunately it is not a project that \u00a0is currently under evaluation.<\/p>\n

(Photo credit: Horbiter\u00ae)<\/p>\n

Gaetano C @Horbiter\u00ae<\/p>\n","protected":false},"excerpt":{"rendered":"

The opportunity to talk with Longines\u2018 President, Walter Von K\u00e4nel, is always very tasty. He is a nice person with a very strong personality, who listens carefully to all the questions that are put to him, and remembers all the interlocutors he has met over the years. I spoke to him only once a few […]<\/p>\n

Read More… from Meeting Walter Von K\u00e4nel President Longines watches<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":14795,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[591,536],"tags":[],"class_list":["post-26339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-longines","category-watch-talk"],"acf":[],"yoast_head":"\nMeeting Walter Von K\u00e4nel President Longines watches<\/title>\n<meta name=\"description\" content=\"Read our interview to Walter Von K\u00e4nel President Longines watches. 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