Longines, the world's most honored watch, is world renowned for technical excellence. In each Longines watch, the qualities of greater accuracy and long life are permanently inbuilt through scientific design and faultless workmanship. As a matter of fact, a Longines watch, when properly cared for, improves with use, is better after five or even ten years than it was when new. Now the purchase of a Longines watch is consequently a long-term investment in satisfaction. It's because of technical excellence that Longines watches have won ten World's Fair grand prizes, twenty eight gold medals, and so many honors for accuracy and observatory competitions, in sports, in aviation, and in science. When you buy a Longines watch for yourself or as an important gift, you buy one of the finest watches in all the world, and yet there are many beautiful models for ladies and gentlemen priced as low as $71.50, and remember that if you pay $71.50 or more for a watch, you're paying the price for a Longines, you're paying the price of a Longines. So why not insist on getting a Longines, the world's most honored watch, the world's most honored gift, premier product of the Longines Wittnauer Watch Company, since 1866, maker of watches of the highest character.