There’s something about time that feels different when it’s yours. In the quiet moments before a red carpet or the small rituals of everyday life, Jennifer Lawrence finds herself drawn to the pieces that slip easily into her world. For her, elegance isn’t loud or demanding. It’s quiet, assured, the kind that moves with you rather than announcing itself. It’s no surprise, then, that she has become the face of Longines’ newly reimagined PrimaLuna.
The watch itself feels like a secret spoken softly. Its 34mm rounded case sits with ease on the wrist, a gentle curve that recalls the full moon. Inside, Longines has reimagined not only the form but the function, introducing a moonphase complication paired with a practical date display – a poetic nod to celestial cycles, balanced with everyday usefulness. Powered by the watchmaker's exclusive L899.5 calibre, the movement offers a generous 72-hour power reserve, so that even if you set it down for a long weekend, it keeps pace with you when you return. Yet none of this feels technical when you wear it. Instead, there’s a quiet confidence in the way the PrimaLuna carries itself, as if it was always meant to be there.
When Lawrence speaks about her relationship with Longines, it isn’t in the language of ambassadors and contracts but with the ease of someone who has genuinely found pieces that fit her life. “I like that it’s sleek, understated, and precise,” she says of the PrimaLuna. “You can really feel the watchmaking excellence, but it’s never trying too hard.” For her, elegance comes alive in those moments of simplicity – getting ready quickly, slipping on something that makes her feel polished without effort. “That’s when I feel most elegant,” she admits, a reminder that the best accessories are the ones that dissolve into who we already are.
In the new campaign, shot in an empty opera house, Lawrence is alone, surrounded not by crowds but by silence. The imagery is moody, cinematic, a little dreamlike – a meditation on how elegance often exists away from the spotlight. Watching her, you understand what she means when she says Longines watches are not just jewellery. They’re functional, yes, but more than that, they carry an intimacy, an ability to transform the way you inhabit time itself.
That intimacy extends to how she sees time these days. “The older I get, the more I realize that how I feel when I’m doing something is important. A good day starts with my mindset,” she reflects. For Lawrence, the best use of time is in appreciation – not in chasing more of it, but in slowing down to notice what’s already there. The PrimaLuna, with its soft lunar cues and quiet sophistication, feels like an emblem of that approach.
It’s easy to imagine her slipping it on for a school run, a meeting with her production company, or a Cannes premiere – the watch adapting, never out of place. “The new PrimaLuna feels timeless,” she says simply. “It has the kind of classic elegance that can easily go from day to night, casual to formal.”
And maybe that’s the point. Longines hasn’t just made another watch; it has created a companion for women who move fluidly between roles and rhythms. For Lawrence, and for those who see elegance not as performance but as presence, the PrimaLuna isn’t just about keeping time. It’s about keeping it close.
