Is there a concensus when Longines first started to put the applied hourglass logo on their dials (like on 1954 Longines Conquest)? In particular I would like to know when these applied logos first appeared on 12.68Zs.

 

Applied, winged-hourglass emblems can be seen on early examples of the 30CH from the late 1940s. I have seen applied emblems on examples of the 12.68Z from the early 1950s but "raised" emblems were far more prevalent.

 

The hour glass logo was first registered with the World Organization for Intellectual Property in 1942. So applied logos would have to come later.

 

Interesting! Thanks Syrte and DirtyDozen! I am asking because of this oversized 12.68N I just bought on Chrono24. Everything looks legit to me, but very early movement number for a watch with applied (or should I better call it raised) hour glass logo. Feel free to share your own thoughts.

https://www.chrono24.de/longines/vintage-manual-winding-steel--id7197321.htm

 

+1 for late 40s. Also found on the original model of the Longines Expeditions Polaires from 1947.

 

Applied? I have seen printed on 12.68Z dials from as early as ~1944 but not applied.

 

I have a Longines 10.68Z with Movement No. 5630xxx which was invoiced in late 1940 to UK. According to the movement number it should have been in 1937.

The 12.68 I posted is dating to 1944 according to movement which is a little early for this dial, but let's see when I have it in hands I will contact Longines and ask for an extract.

 

I love ... love ... love the Longines winged hourglass logo.

Applied logos from Longines and Omega are particular favorites of mine.

1948 Longines with 27 M movement and winged hourglass logo.

 

Beautiful example, and with a 27M to boot!

 

Surprisingly early serial number on the 12.68N. Style of case-back markings matches though. Difficult to imagine such a dial from ~1945 on a Longines. Keen to see the extract.

 

+1

 

The serial number of the movement says mid 40s but in my opinion the dial is from the 60s

 

(thanks)

 

I would have put it more to early-mid 50ies.
Well let's see what Longines will say to that suspect. I will also ask if they can investigate when the first applied hourglass logos appeared on dials -especially on 12.68s to widen up the forums knowledge base.

 

I'd say early '50s.

 

Here we see the winged hourglass in use in this 1882 pocket watch. 7 years before it was registered.

 

According to this site, Longines only used a printed logo on the dial in 1949 (and just on one reference, see the 24th on picture 12), but since this source is a french brochure, it wouldn't seem impossible to me that some models for the North American market already had applied logo in this era since they usually were much more fancier than in the European market.
At least you can see here and there examples of movements from this era with such dials, but of course the movement could have been paired with its dial and case much later as Longines sometimes did, so only an extract could confirm.
Still on the same site, it seems anyway that by 1955, all man sized Longines now had the applied winged hourglass.

I think most major watch brands started using an applied logo on their dials a little before or after 1950, as a general trend maybe led by the North American market. It went hand in hand with much stylised applied markers too. At least Omega already had an applied logo on some of their late 1940s models like the Centenary, so I'm sure its major competitors were quick to follow such successful styles.