Jennifer Lawrence talks to BAZAAR about her new movie, her connection to timepieces and the newly redesigned Longines PrimaLuna.

 

Longines has quietly perfected its approach to feminine horology with the redesigned PrimaLuna collection, presenting a collection that honours its heritage while embracing contemporary sensibilities. The 34 mm case now features subtly domed surfaces that create an elegant interplay of light and shadow, while the crown’s bubble-like form—etched with lunar crescents—serves as a tactile reminder of the timepiece’s celestial complication.

 

 

The technical advancement here is equally noteworthy. For the first time in the collection’s history, the automatic moonphase complication includes a practical date display, powered by Longines’ L899.5 calibre with silicon balance spring technology and an impressive 72-hour power reserve.

Though all beautiful in their own right, the collection’s showstopper features a celestial blue mother-of-pearl dial surrounded by 48 carefully graduated sapphires—the first time the brand has incorporated these gemstones into a PrimaLuna bezel. The result is restrained luxury rather than ostentatious display.

Which makes Jennifer Lawrence’s appointment as the brand’s Ambassador of Elegance quite astute. The Academy Award-winning actress perfectly embodies the collection’s philosophy: sophisticated without being theatrical, confident without being showy. Her natural grace mirrors the PrimaLuna’s design ethos—that true elegance emerges from authenticity rather than artifice.

Here, she gives us insights into the new Longines PrimaLuna, her relationship with time and her latest movie, Die, My Love.

What made you take on the role of ambassador for Longines?

There is so much rich history and creativity behind the brand and I love that their watches are timeless.

How do you choose which brands to work with and what makes Longines such a great fit for you?

I like to work with brands who I have a natural connection with and that is definitely the case with Longines. Working with the brand has been so easy and I love that they’re always challenging themselves on how to be the best while not losing their brand identity.

What does “elegance is an attitude” 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. 

As an ambassador of Elegance for Longines, when do you feel the most elegant?

I feel most elegant when I can get ready quickly; a little effort can go a long way. Longines watches possess a “quiet luxury” that feels effortless. They are not just a piece of jewellery. Longines timepieces are the kind of accessory that can elevate daytime casual to black tie and formal.  

Were watches just part of your life growing up, or was it something that developed over time?

It has definitely developed over time. When my husband and I got married, my brother-in-law gave me a watch that his father had given him when he was younger, which was such a meaningful gesture that changed my perspective on watches and ever since then, my love for watches has grown.

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’s sleek, understated, and precise. You can really feel the Swiss watchmaking excellence in the automatic movement. 

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.

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 8am, when my husband and I can be together for coffee and I’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 own personal luxuries?

The older I get, the more I realise that how I feel when I’m doing something is important.  A good day starts with my mindset. 

What is your new film Die, My Love 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 to life and I’m so looking forward to the world seeing it.

The Longines PrimaLuna collection