Longines Announces New Icon of Elegance

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According to the Longines Elegance in America Survey conducted by Harris Interactive, jazz musician Harry Connick, Jr. is one of the most elegant men in the country. The consumer survey, which revealed Americans' definitions, thoughts and feelings about elegance, named Connick as one of modern embodiments of their definition of elegance. As a result, Longines announces a new agreement with the jazz superstar and movie actor to become its newest Icon of Elegance.

Connick joins elegance ambassadors including Audrey Hepburn, Humphrey Bogart, Indian crossover star Aishwarya Rai, Chinese actress Carina Lau and Oleg Menshikov from Russia in the new pantheon of celebrities whose qualities, values and appeal are based on universal notions about elegance. As defined in the survey, elegance is how you treat others; it is a sense of class/refinement, poise, using good manners and grace. It is not the same thing as being sexy or glamorous, poll respondents say.

In addition, Connick will help the watch brand raise awareness and funds for the Audrey Hepburn Children's Fund supporting the Audrey Hepburn Cares Team at Los Angeles Children Hospital, providing comprehensive medical and mental health services for victims of child abuse and neglect. Longines is a proud founding sponsor of this Team.

For his part, Connick says, "I was surprised to learn that Americans perceive me as elegant. I have always thought that respecting others is really important and treating people with a sense of dignity is a reflection of how you feel about yourself. It is a real privilege to participate alongside such icons and to help raise awareness for such an important cause. I am excited to get started."

Connick will begin appearing in the new print and outdoor advertising for the luxury Swiss watchmaker in June featuring the tagline "Elegance is an attitude" - which according to 70 percent of those surveyed, is true. And 75 percent of those surveyed say that elegance is something you learn. For the majority, elegance is an attitude and is associated with luxury and expensive pursuits but does not necessarily equate to assets, income, or intelligence.

The outdoor campaign starts June and is slated appear in New York, Los Angeles, Miami, Chicago, Boston, Houston, Atlanta, San Francisco, Seattle and in Connick's own hometown of New Orleans.

Connick's print campaign breaks with July issues of Esquire, In Style, Fortune and Elle. Multiple insertions in these four publications anchor the new elegance communication for the brand.

Linda Passaro, General Manager Longines, US, says, "Our survey offered a window into how America perceives elegance and our campaign reflects their input. It validates our long-standing relationship with the Audrey Hepburn Children's Fund and gives us an incredible new ambassador of elegance. What was most striking for us, however, was that Americans believe that it is time for a return to elegance. Longines will help usher in that new era."

Longines President Walter von Kanel said, "Harry is a man of substance and great style. He's an ideal choice for Longines and we could not be more delighted to work with him -- we owe America a debt for helping us identify the perfect new icon of elegance. He'll be supported worldwide alongside Indian actress Aishwarya Rai."

A multi-talented, versatile entertainer, Harry Connick, Jr., truly represents a modern-day renaissance man. Singer; pianist; composer; movie and television actor, husband and father -- it takes more than a few words to sum up the gifts of this New Orleans native. Connick's millions of albums sold around the world; his Grammy, Emmy, and Tony awards and nominations; and his many film and TV appearances, evidence a creative energy that makes him unique in the world of contemporary entertainment.

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