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The Swiss watch brand casts Longines Ambassador of Elegance, Jennifer Lawrence, in the new PrimaLuna campaign.<o:p></o:p>
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Making a comeback to the spotlight, the Longines PrimaLuna has been launched with a thoughtful redesign that boasts an aesthetic as elegant and timeless as ever. Inspired by the spirit of its first iteration, the new rendition exudes femininity and elegance, courtesy of its refined case proportions and masterful gem-setting techniques, along with a brand-new date display in the moon phase complication.
The contemporary collection is embodied by Longines Ambassador of Elegance Jennifer Lawrence, who, in the interview below, discusses her insights on the new PrimaLuna, as well as her upcoming projects, and other matters of style, time, and working with Longines.

How do you choose the brands to work with, and how is Longines a great fit for you?
I enjoy working with brands with which I have a natural connection, and that is definitely the case with Longines. Working with the brand has been so easy, and I love that they&rsquo;re always challenging themselves on how to be the best while not losing sight of their brand identity.
What does &ldquo;elegance is an attitude&rdquo; 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.
Today&rsquo;s elegance is not the same as yesterday&rsquo;s. It has evolved with time and generations. What is your definition of elegance today?
Elegance is effortless and simple. Understated.

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&rsquo;s sleek, understated and precise. You can really feel the Swiss watchmaking excellence in the automatic movement.
What do you value Longines for?
I love the aesthetics of their watches. Whether it&rsquo;s the Mini DolceVita or the new PrimaLuna, there&rsquo;s such a rich history, and none of their styles ever seem outdated.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&rsquo;m wearing &mdash; from a walk down the street to a film premiere on the Cannes red carpet.

What does a watch represent for you &mdash; more of 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 jewellery.
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.
How do you express yourself, not only in watches but also in fashion or makeup?
Effortlessness in fashion and makeup is really important to me, which is also something that drew me to Longines. A quality that transcends trends.
What was it like to wear Longines on the Cannes red carpet?
This was my first Cannes Film Festival as an actress! There is so much attention to detail that goes into the final red-carpet look, and my watch was the perfect accessory to bring the whole look together.

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, and why?
My favourite 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&rsquo;m getting my family up and moving for the day.
Time seems like a luxury in our busy schedules, right now. What do you consider your personal luxuries?
The older I get, the more I realise that how I feel when I&rsquo;m doing something is important. A good day starts with my mindset.
What is the best way to spend your time?
The best way to spend time is being appreciative of whatever it is you are doing. Appreciating the small everyday pleasures in life.

&nbsp;Can you share what your new film, Die, My Love, is 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 tonlife, and I&rsquo;m so looking forward to the world seeing it.
Where will we be able to watch the film?
Die, My Love will be released in theatres on November 7th.

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<h4 style="text-align: center;">Visit <a href="https://www.longines.com/en-my/">longines.com</a> to find out more.</h4>

Longines debuts the reimagined PrimaLuna collection

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