Leonetto Cappiello

A French advertising poster for Longines by Leonetto Cappiello.

• Leonetto Cappiello (French, 1875-1942).
• Linen backed.
• This work is presented unframed.

The design features a winged figure holding a pocket watch against a deep blue ground, with the elegant Longines name below. Dramatic, refined and beautifully balanced, it is a superb example of early 20th-century luxury advertising.

Founded in Switzerland in 1832, Longines became internationally renowned for precision timekeeping, elegant watches and its winged hourglass trademark. This poster reflects the prestige of the brand at a time when illustrated advertising was central to creating modern commercial identity. The winged figure perfectly suggests accuracy, speed and elegance.

Leonetto Cappiello is often regarded as one of the fathers of modern advertising poster design. His posters used bold figures, strong silhouettes and vivid contrasts to make brands instantly memorable.