The History of the Pilot Watch Part Four: Longines and Lindbergh

Recreating the ubiquitous association between Longines and aviation that existed at the close of the 1920s requires a dash of H.G. Wells’ time travel and an active imagination, maybe even some psychotherapy.

When psychologists use a word association test, they ask you to name the first word that comes to mind. For example, when I hear the word ocean, I think of the Caribbean. Common pairings, however, emerge when they are a part of the cultural lingo: hear Volkswagen/think Beetle; hear Babe Ruth/think home run; hear Caesar/think Rome – you get the idea. So what comes to mind when you hear Longines? Aviation? If so, some might think you need to get your head examined, but there was a time when Longines was the ready answer.


http://www.monochrome.nl/the-history-of-the-pilot-watch-part-four-longines-and-lindbergh/