Longines chooses Yosh Yu as its new ambassador

The watchmaker Longines is strengthening its ties with the equestrian world by partnering with a rising star of Chinese cinema who is also an avid horse rider : Yosh Yu

The announcement of Longines‘ new ambassador is accompanied by a special edition of the Master Collection dedicated to the Year of the Horse, a moon phase watch.

A multifaceted actor

Brought to the attention of the general public through cinema, Yosh Yu has made a name for himself with a range of memorable roles. His rise to fame accelerated in 2023 with his portrayal of the warrior prince Ji Fa in Creation of the Gods I : Kingdom of Storms.

Beyond the big screen, Yosh Yu has devoted himself to an unusual discipline : horseback archery. Far from simply learning the skills for a film, he continued training for two full years until he competed in national and international events, including the 2025 National Tour finals and the Global Horseback Archery Masters Competition in Shenzhen.

For Patrick Aoun, CEO of the brand, this choice was an obvious one : “We are delighted to welcome Yosh Yu as an ambassador of elegance within the Longines family. His determination, talent, and multifaceted personality embody today’s elegance. Whether he is shining on screen or sharing his passions for music and horse riding, he retains an authenticity and grace that make him the embodiment of the Longines spirit. ”

Yosh Yu shares this vision. At the official announcement, he expressed his admiration for the Swiss company and said he appreciated its discreet approach to watch design.

However, this is not the actor’s first foray into the world of luxury brands. In recent years, these companies have made Yosh Yu an iconic figure in their campaigns. In November 2023, he became one of the faces chosen by Dior, which named him brand ambassador, before being officially presented in January 2024 as a representative of Guerlain. In April 2024, he joined another Swiss watch manufacturer, Hublot, as an ambassador, and was then appointed ambassador for China for the jewelry house Chaumet.

A historic relationship with the world of horse racing

This partnership marks a key moment in the brand’s strategic development in Asia, while also continuing Longines’ decades-long investment in the world of equestrian sports, both as the official timekeeper for international competitions and as a partner to major federations.

At the heart of the campaign is the Master Collection Year of the Horse Moon Phase. Part of a line launched in 2005, this watch retains the classic features that have made the collection so successful : a refined style, an automatic movement, and a moon phase complication, a legacy of the great watchmaking tradition. The special edition adds a strong symbolic dimension, linked to the Lunar New Year and the central place of the horse in Asian culture.

The moon phase takes on its full meaning here: it interacts with the lunar calendars used in Asia and reminds us that measuring time is not only a matter of precision, but also of natural cycles and rhythms.