Martin Janna explains why Czechia loves Longines watches

Czechia is one of the few markets in the world where Swiss Longines watches sell in such volumes that it surprises even the brand's headquarters in Switzerland. So says Martin Janna, brand manager and head of wholesale at Carollinum, the company that has opened a new single-brand Longines boutique on Prague's Pařížská street.

A special place in this story belongs to the Pilot Majetek model, directly linked to the history of the Czechoslovak army. When the Longines manufacture in Saint-Imier made watches for the Czechoslovak military in 1935, the legendary inscription on the case was not yet there — the marking “Majetek Vojenské Správy” (property of the military administration) was added later, in Czechoslovakia, as the army's inventory code. Over time the Swiss simply adopted the name that had stuck as the official one — though to this day they pronounce the thoroughly Czech word in a French manner.

“The case was originally made at the Poldi factory in Kladno. Although the watches have become more compact today to suit younger customers' tastes, the design still echoes the original worn on the wrists of Czech airmen who fought in the Battle of Britain in Spitfires. Majetek is as much a legend in the world of watches as the Porsche 911 is in the car world — you recognize every version at a glance,” says Janna, pointing to the triangular marker on the edge of the dial that pilots once used to count elapsed time since takeoff.

Priced from 90,000 to 120,000 crowns, the Pilot Majetek line is among the pricier models in the Longines range, yet it remains one of the most popular in Czechia — dozens of pieces are sold every year, an impressive result relative to market size even by global standards.

Longines itself, whose rights Carollinum acquired in 2025, became one of the most sought-after brands in the company's portfolio — which also includes Rolex and Patek Philippe — within its very first year. “Longines sales are growing by tens of percent, which is why we decided to open a single-brand boutique,” says Janna, recalling that the brand's first distributor in these parts was Solomon Abeles, who traded on what is now Na Příkopě street back in 1876, during the Austro-Hungarian era.

The new boutique is located at Pařížská 9 and combines nearly two centuries of watchmaking tradition with modern elegance under the slogan “Elegance is an attitude.” The main hall is designed for a large flow of customers, while a separate room is reserved for private consultations — for instance, for clients interested in the Mini DolceVita model in 18-carat gold set with diamonds, priced at almost 660,000 crowns.

The boutique's grand opening is set for October 6, with Longines CEO and President Patrick Aun attending the ceremony. “That also shows how important the Czech market is to Longines. When we came to the manufacture just to train a manager, a Czech flag was hung outside the headquarters building, and the brand's top executives came out to greet us,” says Janna, adding with a mysterious smile that after the boutique opens, customers can expect another surprise, the details of which are still being kept secret.