Longines is proud to welcome Yosh Yu (于适), Chinese actor, musician, and equestrian archery athlete, as its newest Ambassador of Elegance. Recognised for his dedication to the performing arts, passion for music, and accomplished skills in equestrian sports, Yosh Yu embodies the brand’s philosophy: Elegance is an attitude.
With a sincere love for life and unwavering commitment to his craft, Yosh Yu has demonstrated a unique blend of determination and grace—both on and off the screen. His focused yet natural elegance resonates with the values Longines has cherished since 1832. Celebrated for his ability to embody diverse characters, Yosh Yu has become one of the most promising talents of his generation. From legendary kings to fearless pilots and nature-connected souls, his performances reveal depth and versatility, hallmarks of his artistic pursuit.
These qualities resonate with Longines’ enduring values of elegance, precision, and timeless excellence. This announcement marks the beginning of a strong collaboration, highlighted by an exclusive campaign featuring the Longines Master Collection Year of the Horse, a special moonphase edition honouring the spirit of the horse and the traditions of the Chinese New Year.
Beyond the screen, Yosh is an accomplished mounted archer who competes professionally. After completing the Creation of the Gods trilogy, he dedicated two years to mastering horse training and equestrian archery, mirroring the commitment that has defined Longines’ own long-standing relationship with the equestrian world.
Mr Patrick Aoun, Longines President & CEO, warmly welcomes the new Ambassador of Elegance: “We are delighted to welcome Yosh as our new Ambassador of Elegance to the Longines family. His determination, talent and multifaceted personality reflect what elegance means today. Whether commanding the screen or sharing his passions for music and equestrianism, he maintains an authenticity and grace that makes him a clear embodiment of the Longines spirit.”
As Longines’ new Ambassador of Elegance, Yosh Yu shared his personal connection with the brand: “Time is the finest craftsman. What fascinates me about Longines is how it captures nearly two centuries of history within its timepiece — understated yet powerful. That quiet confidence, born of craftsmanship and enduring passion, deeply resonates with me. I look forward to exploring and expressing the spirit of contemporary elegance together with Longines.”
This collaboration continues Longines’ tradition of partnering with inspiring individuals from diverse fields, each embodying the brand’s belief that Elegance is an attitude. With Yosh Yu’s addition, the brand’s legacy of elegance welcomes a new wave of youthful vitality — marking the beginning of an inspiring new chapter in the Longines story.
