The Watches of Switzerland Group Presents MEDINA

FEATURING LONGINES

Roze Traore, a multifaceted talent from Washington, D.C., has carved his niche as a celebrated chef and entrepreneur. His roots, deeply embedded in the Ivory Coast, drew him back to the land where he spent part of his childhood. In Grand-Bassam, Ivory Coast, Traore recently embarked on an extraordinary venture, opening La Fourchette de Roze, a boutique hotel and restaurant. This establishment, nestled in a palm-tree-lined beach resort, reflects Traore's passion for his heritage and dedication to introducing a new perspective to the region.

Much like Roze Traore's fusion of tradition and innovation in the culinary world, Longines seamlessly integrates traditional appeal with modern innovation. The result is a collection of watches that not only tell time but also narrate a story of enduring craftsmanship, timeless elegance, and a commitment to precision that spans centuries. In the world of horology, Longines, the venerable Swiss watch brand established in 1832, stands as a paragon of timeless elegance and precision, seamlessly merging past and present by creating timepieces that transcend time and place.

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Renowned for its timeless designs and technical expertise, Longines has consistently produced exceptional timepieces that blend tradition with innovation. The timepieces are not just instruments for measuring time; they are symbols of sophistication and style.

SPIRIT ZULU TIME

This model features a bezel enhanced with a brown ceramic insert, and is available on an anthracite sandblasted dial, with a date window centred at the 6 o'clock position. The 42 mm steel case has an interchangeable brown leather strap, with a folding clasp fitted with a micro-adjustment system for maximum comfort and a perfect fit.

$4,200

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LEGEND DIVER

A reinterpretation of a 1960s diver watch, this model features up-to-date technical characteristics, such as a box-shaped sapphire glass, two screw-in crowns, a screw-down caseback, water resistance to 30 bar (300 metres).

$2,500

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A MULTIFACED TIME TRAVELER

Roze Traore's culinary journey, from Washington D.C., and with deep roots in Ivory Coast, is marked by his innovative vision, blending traditional flavors with modern techniques, showcasing his diverse talents and passions in the culinary and fashion worlds. Utilizing his multifaceted expertise to drive his second career as an entrepreneur, Traore's unique approach to his personal growth as a chef and influencer distinguishes him in both worlds.

"I am a chef and an entrepreneur, first and foremost. The exposure I’ve had to extensive travel, varying types of clientele, and the creativity it takes to run your own business all impact my style of cuisine. I love to think outside the box, press boundaries, and make dishes that are a bit unconventional. This is the same way I run my business."
- Roze Traore

Roze Traore, photographed at the main market square in Marrakech, Jemaa el-Fnaa.

LONGINES SPIRIT ZULU TIME

With the launch in 2022 of the Longines Spirit Zulu Time, the winged hourglass brand added a new chapter to its already rich history. Featuring multiple time zones, it marked a continuation of Longines’ precision instruments worn by the world’s greatest pioneers on their legendary exploits. That modern legend is now complemented with the addition of the Longines Spirit Zulu Time in an ergonomically-pleasing and stylish 42mm case.

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A GLOBAL VIEW

In Grand-Bassam, Ivory Coast, the land where he spent part of his childhood, Traore recently embarked on an extraordinary venture, opening La Fourchette de Roze, a boutique hotel and restaurant. This establishment, nestled in a palm-tree-lined beach resort, reflects Traore's passion for his heritage and dedication to introducing a new culinary perspective to the region, served with an unaffected, welcoming ambiance.

"It cannot be stated enough how much art and fashion have impacted my style of cuisine and the types of foods I choose to prepare for my clients. I am incapable of serving food that doesn’t serve the aesthetic aspects equally as much as the flavor profile and taste. Food is truly art for me, translating into an entirely new avenue within this artist residency I host at my hotel."
- Roze Traore

Roze Traore, photographed at the main market square in Marrakech, Jemaa el-Fnaa.

LONGINES LEGEND DIVER

A reinterpretation of a 1960s diver watch, the Longines Legend Diver occupies a special place in the brand’s Heritage segment. Symbolic of the rich heritage of Longines, this range has gradually expanded over the year.

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A BOLD NEW FUTURE

Traore's story is not just about fine dining; it's a celebration of his roots, a tribute to his heritage, and a testament to his ability to bridge cultures through art, food, and style. With his bold vision and unwavering determination, Roze Traore continues to redefine the culinary and fashion landscapes, leaving an indelible mark on the global stage.

"You first eat with your eyes and then with your mouth. It’s a full sensory experience, much like art, fashion, and music. I will always strive to make the visual aspects of my plating and the ingredients I choose to be as compelling as possible."
- Roze Traore

Roze Traore, photographed at the main market square in Marrakech, Jemaa el-Fnaa.

ExploreLONGINES

Longines, a venerable Swiss watch brand founded in 1832, embodies a rich heritage of elegance and precision in watchmaking. Characterized by their classic aesthetics, meticulous craftsmanship, and superior quality, the brand is celebrated for its expertise in timing equestrian-related sports, having served as the official timekeeper for various world championships and sporting events.

Let yourself be inspired by a remarkable collection of watches that embody the rich 180-year culture of Longines, infused with contemporary elegance and style.

Explore Longines

MEDINA Featuring Longines

Roze Traore, a celebrated chef and entrepreneur, recently opened La Fourchette de Roze in Grand-Bassam, Ivory Coast, a boutique hotel reflecting his passion for heritage. Similarly, Longines, the Swiss watch brand since 1832, seamlessly blends tradition with modern innovation, crafting watches that tell a story of enduring craftsmanship, timeless elegance, and precision.

Since its beginning, the story of Longines is characterized by a pioneering spirit, a quest for precision and a timeless vision of elegance. Inspired by aviation, the winged hourglass logo is recognized worldwide for producing quality, accurate watches with enduring elegance, meticulous craftsmanship, and the integration of traditional authenticity with modern creativity.

About The Campaign ANYTIME. ANYWHERE.

BY THE WATCHES OF SWITZERLAND GROUP

Embark on an international journey into the lives of our vibrant collectors, where the luxury of time reflects a well-lived life, with our groundbreaking advertising campaign that melds the world of horology with culture, travel, cuisine, fashion, music, and more.

This daring initiative takes you on an immersive expedition, exploring the chronicles of our energetic enthusiasts, where time gets expressed in personal and inspiring ways; a true testament to the intersection of horology and culture, a journey that transcends time itself.

Join us as we venture on this global odyssey discovering the narratives of our pioneering muses, where timepiece brands bring passions to life.

Roze Tratore is not affiliated with The Watches of Switzerland Group or Longines

The Watches of Switzerland Group Presents MEDINA

SPIRIT ZULU TIME

LEGEND DIVER

A MULTIFACED TIME TRAVELER

LONGINES SPIRIT ZULU TIME

A GLOBAL VIEW

LONGINES LEGEND DIVER

A BOLD NEW FUTURE

ExploreLONGINES

MEDINA Featuring Longines

About The Campaign ANYTIME. ANYWHERE.

FEATURED STORIES

Hold It Down

SHUTO

JOEL HYPPÖNEN

Fantasy

LANE E COTONI

ADVANTAGE IN

Kodama