Madrid’s “Golden Mile” has gained a new hotspot for aficionados of fine watchmaking. For the first time in Spain, the legendary Swiss brand Longines has opened its doors, choosing the prestigious José Ortega y Gasset street for its debut. The grand opening event was led by one of the most charismatic actors in contemporary Spanish cinema.
The honor of cutting the ceremonial ribbon went to Javier Rey, brand ambassador. The 45-year-old from La Coruña, whose elegant demeanor and aristocratic looks seem to have stepped out of an El Greco painting, became the evening’s main star. His career, which began with the series “Valderrei” in 2007, quickly took off. He won widespread recognition and national acclaim for his roles in the iconic “Velvet” and its sequel “Velvet Colección,” as well as for his brilliant transformation into drug lord Sito Miñanco in the acclaimed series “Fariña.” In 2025, audiences witnessed the depth of his talent in the film “Singular,” where he starred alongside Patricia Lopez Arnaiz.
The new Longines flagship store in Madrid is more than just a retail space—it’s a thoughtfully designed two-story destination. Its concept invites visitors to fully immerse themselves in the world of Swiss precision and centuries-old craftsmanship. The boutique is presented as a new club for everyone passionate about intricate mechanisms and sophisticated design, offering guests a unique and personalized experience.
The inauguration event also featured another major premiere. Javier Rey and other guests witnessed the unveiling of the updated Longines Ultra-Chron Classic watch. This is a modern reinterpretation of the legendary 1967 chronometer, a milestone in watchmaking history. The new model comes in a 40-millimeter stainless steel case, protected by a domed sapphire crystal with anti-reflective coating. Its silver sunray-finished dial adds a distinct touch of elegance. The watch is available in two versions: with an alligator leather strap or a fine-link stainless steel bracelet with a folding clasp.
