Its "sports" themed sponsorship stands on its own; from the Weems Lindbergh to Divers and Race Chronographs.

As one of 3 Offical timers of Formula 1, I think it makes the cut.

As the offical timer of Bonnevile Salt flats time record trials it also makes the cut.

As a timer of the European Rally Championships it also makes the cut.

I have books re: the Monaco Grand Prix, and Longines banners are draped all over the famous Loewes turn, on drivers Nomex suits, helmets, etc.

Its decals are on some of the most famous Ferrari racers of the 70s-80s that sell for millions at auction.

I would argue if we have another watch brand in vintage motorsports the better.

Re: the community: Its split

-Some collect the antique Admiral, Conquest type models
-Some collect the 2-crown Divers that were copied by all
-Some collect the Valjoux based chronographs of the 60s
-Some collect Aviation themed watches

Vintage Longines routine outsell "higher" level brands on ebay; their sports models are rarer in production
and will ultimately be collectable.

Having to revert to Seiko, Oris, Tissot, Chopard for moto-heritage gets to be a stretch....although all have done race timing.

http://www.youtube.com/watch?v=E3lkI8zhJek

In 1980 Longines began an association with Ferrari in Formula 1 and this was followed by a similar arrangement with Renault and ultimately for Longines to become the official timekeeper of F1. At the same time, the watch business was undergoing huge changes with the arrival of electronic watches. This led to the collapse of ASUAG and a merger with another watch conglomerate called SSIH in 1983. The company was then taken private in 1985 by Nicholas Hayek and was the basis of what is today the Swatch Group. Longines left F1 in 1988