DescriptionLongines Spirit ZULU Time 1925 GMT collection:
when travel time takes shape in space.
A hundred years after the debut of the GMT Zulu 1925 collection, Longines celebrates the anniversary with a new edition that pays tribute to the contemporary tr...Longines Spirit ZULU Time 1925 GMT collection:
when travel time takes shape in space.
A hundred years after the debut of the GMT Zulu 1925 collection, Longines celebrates the anniversary with a new edition that pays tribute to the contemporary traveler — one who crosses time zones and borders while keeping emotional ties alive.
To visually convey this world made of distance, connection and ritual, the brand entrusted Lillisimone with the development of the creative concept inspired by the claim “What Time is it There.”
The result is an exhibition project that goes beyond simple communication: a spatial narrative reflecting the places of travel, the habits of globe-trotters, and the deeply human need to stay connected with loved ones.
The windows of Longines monobrand boutiques and pop-ups around the world are transformed into immersive microcosms, where design, materials, light and graphics come together to evoke international layovers, fleeting encounters, and shared moments of waiting. A coordinated series of displays for authorized retailers extends the experience globally, maintaining visual and conceptual coherence across every brand touchpoint.
In this dialogue between watchmaking, design, and storytelling, time is no longer just a measurement — it becomes substance, place, and memory.
Client:Longines Watches | Swatch Group See More