How we redefined the role of Longines in equestrian sports by combining passion, luxury and digital storytelling into a compelling brand strategy.

The challenge

Longines, a global Swiss luxury watchmaker and title sponsor of FEI, was looking for something more than visibility and brand affinity.

The goal

To authentically embed the Longines brand of elegance into equestrian culture. This would involve moving beyond mere logos to foster an emotional connection with fans. For Redtorch and the FEI, this meant designing activations that made Longines feel integral to the sport rather than simply a commercial add-on, while also building long-term brand preference among fans (including those not currently in the existing market).

Our approach

We led and developed a long-term activation strategy. It was focused on community-driven storytelling through custom-built digital experiences and was to ensure Longines would become a genuinely fundamental presence within the equestrian world.

Activation highlights:

  • Horse O’Clock/Time To Ride: interactive personality quizzes delivered via bespoke digital platforms, linking equestrian lifestyles to Longines watches
  • My Dream Jump: a custom-built digital entry system inviting fans to design a dream Jumping obstacle – where the winner would be brought to life at the Longines FEI Jumping World Cup Final
  • Chasing Jumps: a QR-powered digital scavenger hunt that sustained fan engagement throughout the season, both online and at Longines-sponsored events
  • Horse of my ART: a global digital art competition that rewarded creativity and blended equestrian passion with Longines’ brand storytelling

Each activation incorporated personalised digital journeys with emotive storytelling to drive immediate engagement and build enduring brand equity.

The outcome

  • 69% of equestrian fans now have a strong familiarity with Longines
  • 83% of them associate Longines with elegance, reinforcing its core brand positioning
  • 87% have a positive perception of the brand
  • 76% would recommend Longines to family and/or friends