Longines' new BelleArti collection is a graceful and elegant tribute to the eternal feminity. It pays homage to the extraordinarily productive period of the 1920s. Based on a historical model, this new collection reinterprets the Art Deco movement through aesthetically pleasing and contemporary timepieces.

Right from the start of the last century, Longines used artistic trends to integrate the evolution in style and fashion into its creations, which were at the same time avant-garde and daring. The 1920s saw the birth of several new trends: the strictly geometric Art Deco style; movements that were becoming smaller and smaller generating the growing success of shaped watches for which Longines was the precursor; and finally the new woman - emancipated, determined, independent and feminine.

The models in the new Longines BelleArti collection combine within a domed case the watchmaking know-how and the aesthetic sensitivity that have won many awards for the Saint-Imier brand. As the worthy heirs of a tradition where elegance is of the essence, these models represent a brand-new image. Playfully paradoxical, they toy with past and present art forms in a subtle combination of strict geometrical shapes and gentle curves, following the latin inspiration that is so dear to Longines.

In pink gold or steel, also with versions embellished with diamonds, the case is decorated with a subtle engraved design, reminiscent of the shapes that were typical of the 1920s. Elegantly domed and fitted with bar-horns, the case fits snugly around the wrist.

The dial is a pure beauty, quite plain in all versions: iridescent in the mother-of-pearl version, classical in the silvered version and veiled in mystery in black. The hours and minutes are indicated by fine blued steel or rhodium-plated cathedral hands. Certain models have a small seconds at 6 o'clock.

The delicate beauty of the satin strap lends the whole a smooth sensuality, while the leather strap adds a touch of class. The contemporary aspect of this timeless collection is emphasized by a model with denim strap and its pure design is enhanced by its steel bracelet version.

Available in four sizes, the models in the Longines BelleArti collection are fitted with a quartz movement, with the exception of the manually wound mechanical model which is a special limited edition.

Clearly an up-to-the-minute collection with a broad choice of different versions, divinely modelled by Aishwarya Rai. A modern and multifaceted elegance which is at the same time an everyday accessory and an evidence for passionate evenings.