Big challenges and expectations remain for most companies with a geographically expanding footprint which is yet another reminder of how dramatically the landscape for global business has changed in the past few years. Longines’ approach seems to question the conventions and does not follow all traditions related to expansion. Most businesses know that eventually they can be profoundly affected by the unexpected consequences within the global marketplace.
The landmark moment for Longines is when they contributed to the notion that we have to build a world where everybody has a sense of community. Ten years ago, Longines partnered with Tennis great Andre Agassi as their brand ambassador and collaborated with his mission (through the Andre Agassi Foundation) and commitment focused on K-12 charter school education in some of the most challenged school districts within the United States.