Celebrating its 175th anniversary, Swiss watch manufacturer Longines announced today the appointment of tennis great, Andre Agassi, as the new worldwide Ambassador of Elegance. The 37-year-old tennis icon, retired from the world of professional tennis one year ago this week. During the past 12 months Agassi has focused much of his time on The Andre Agassi Foundation. As one of the most admired players in the world, renowned for his exceptional sporting achievements, Agassi demonstrates his generosity on and off the court, giving himself to the game, his fans and to those less privileged through his charity work. Agassi perfectly personifies the Longines core values and philosophy of “Elegance is an Attitude”.
Agassi’s rise to fame came from a natural talent, sheer determination, hard work and a constant quest for precision and excellence in a professional career that started in 1986. Today, Agassi is a living legend in the tennis world. He is one of only five male players to have won all four Grand Slam singles events, and the only player in the open era to have won every Grand Slam singles title, the Tennis Masters Cup, to have been part of a winning Davis Cup team and to have won an Olympic gold medal. Agassi has also won 17 ATP Master Series tournaments, more than any other player. In the same way, Longines record of horological prizes at the Great Exhibitions has never been equaled, making Longines “the most rewarded watch company in the world”. During its 175 years of precision watch making, Longines has won respect and acclaim for its constant search of renewal and performance, growing from a small Swiss cottage industry to a distinguished international brand.
Both Agassi and Longines share the same core value of “elegance”. Elegance being not just about how you look, but intrinsically who you are, which is summed up in the Longines philosophy “Elegance is an Attitude”. Agassi illustrated this attitude on the court by his ever-famous double-handed kiss to fans at the end of each match. The professional tennis player may have retired but his elegance continues with his untiring support of the game and of the future stars of tomorrow. He is tireless in giving of himself through The Andre Agassi Foundation. He has become a role model to thousands of youngsters around the world and a source of hope to underprivileged children in his Boys & Girls Club and the Andre Agassi College Preparatory Academy giving children a second chance to succeed in life
Longines has a history of nearly 130 years of service in sport and timekeeping, and celebrates its 175th anniversary by taking on the role of Official Timekeeper of the renowned Grand Slam tournament The French Open at Roland Garros – won by Agassi in 1999. In choosing to sign Agassi as its new worldwide Ambassador of Elegance, Longines underlines its link with the world of tennis as well as its support for humanitarian ideals. Longines begins its support of The Andre Agassi Foundation at the Grand Slam for Children gala in Las Vegas this October, and will continue throughout the coming year. Longines contributions will also include the creation of special limited edition sport timepieces to benefit The Andre Agassi Charitable Foundation.
Speaking about this new partnership, Walter von Kanel. President of Longines, remarked “We are proud at Longines to have Andre Agassi as part of our family of ambassadors. His exceptional sportsmanship, achievements and generosity of heart make him a perfect illustration of our company’s values and goals”.
For his part Agassi said, “I am honoured to have been chosen to represent and take my time by the prestigious Swiss watch brand of Longines. I believe that “Elegance is an Attitude” truly sums up what life is all about and is what we strive for everyday through the work of the Foundation”.
Founded in 1832 in Saint-Imier, Switzerland, Longines has nearly 175 years of producing unique precision and elegant timepieces. The brand’s achievements include creating one of the first wristwatches in 1905, producing an exclusive timepiece designed by Charles Lindbergh after his historic first solo flight across the Atlantic Ocean in 1927, as well as the status of being Official Timekeeper for multiple sports events. Expanding on its “Elegance is an attitude” campaign, in 2005 Longines commissioned a Harris Poll survey on elegance in the U.S. and signed one of the top choices as a Longines Ambassador of Elegance, Harry Connick, Jr. Other ambassadors include Aishwarya Rai.