Longines, under the umbrella of the well-established Swatch Group, is taking a new direction. After some challenges with declining sales, the company is paving the way for Longines to create the products consumers truly want without undermining Omega, their primary brand. The dynamics within this large watch conglomerate have often made it tricky for Longines to gain momentum. However, fresh changes indicate that Longines, known as the number two brand by revenue, now has the green light.

The HydroConquest, with promising features such as ceramic dive bezel inserts and a 300-meter depth rating, signifies a key move for Longines. Available in a variety of colors and sizes, starting at just $2,200 for stainless steel, this new line places Longines in direct competition with luxury brands like IWC, Breitling, TAG Heuer, and its sibling brand, Omega — all renowned for steadily climbing prices.