Longines was founded in Saint-Imier in 1832 by Auguste Agassiz, a Swiss watchmaker and brother of biologist Louis Agassiz. Auguste had two partners, lawyers Henri Raiguel and Florian Morel, and the company's original name was Raiguel Jeune & Cie. Introduced in 1957, the Longines Flagship represented a fresh new vision for watches in the brave new post-war era. These unique timepieces were designed with equally distinctive names for the first time, solidifying the idea of a watch "family" among consumers and serving as the keystone for Longines' advertising.