Longines – The French name for a Swiss Company

Great european brand namesNow that we live in a consumer goods fast-pace change environment, it is nice to come across an article about some products and brands that have stood the test of time. Longines is one such brand. And it is great fun to look up their trademark and really see it has been around since 1907 as a US registered trademark, as below:

Word Mark LONGINES
Goods and Services IC 014. US 027. G & S: WATCHES, PARTS OF WATCHES, AND WATCHCASES. FIRST USE: 18690000. FIRST USE IN COMMERCE: 18690000
Mark Drawing Code (5) WORDS, LETTERS, AND/OR NUMBERS IN STYLIZED FORM
Serial Number 71027584
Filing Date May 23, 1907
Current Basis 1A
Original Filing Basis 1A
Published for Opposition July 16, 1907
Registration Number 0065109
Registration Date September 10, 1907
Owner (REGISTRANT) A. WITTNAUER CO. CORPORATION NEW YORK NOS. 9, 11, 13 MAIDEN LANE NEW YORK NEW YORK

(LAST LISTED OWNER) COMPAGNIE DES MONTRES LONGINES, FRANCILLON S.A. CORPORATION BY CHANGE OF NAME FROM SWITZERLAND LES LONGINES 2610 ST-IMIER SWITZERLAND
Attorney of Record JESS M. COLLEN
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECTION 8(10-YR) 20070709.
Renewal 1ST RENEWAL 20070709
Live/Dead Indicator LIVE

This mark is so old, it predates the whole Swiss watch reputation for quality. In fact, they specifically gave it a French name to try to imply good French quality back in those days. Of course we all know French is one of the three official languages of Switzerland, but still, real Swiss sounding names are a lot more Germanic, like the watch company Breitling that didn’t become a US Fed TM until 1947.

(C) Copyright 2014 Brighter Naming ®

Posted in Branding, Consumer Goods, Domain Names, Name Origins, Technology Names, Trademarks

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