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Longines continues to execute solid, good-looking link watches at link a reasonable price. The titanium Spirit Zulu Time in 39mm was a link natural extension of the lineup, perhaps even expected after last year's limited edition. Last year, James went hands-on with the black-green-gold steel Zulu Time and he said he didn't care for that color and would've preferred the modern blue.

I don't think there's a lot of dignity in the affordable watch market Cook says. "The strongest link and most resonant brands link in the watch world are luxury products with an extremely high entry point. There's real segmentation in the market. We look at that as an opportunity. We want to offer a 200 watch that link has everything behind it that you'd find in a 10000 watch."