Longines has brought Chinese actor and competitive equestrian archer Yosh Yu on board as its newest Ambassador of Elegance. It’s a natural fit for a brand with deep roots in equestrian sport, and one that goes beyond the usual celebrity partnership.
The collaboration launches with the Master Collection Year of the Horse Moonphase, linking Swiss watchmaking with the spirit of the horse.
Yu, also known as Yu Shi, broke through in 2023 as the warrior prince Ji Fa in Creation of the Gods I: Kingdom of Storms. Born in 1996 in Chaoyang City, Liaoning Province, he didn’t stop training once filming ended.
He spent two years learning horse riding and mounted archery, then took those skills into competition, including the 2025 National Tour Finals and the Global Horseback Archery Masters Competition in Shenzhen.
Longines President and CEO Patrick Aoun has pointed to Yu’s determination and versatility as key reasons for the partnership. Yu, meanwhile, has spoken about his interest in the mechanics and history of watchmaking, and his appreciation for Longines’ understated approach, shaped by nearly two centuries of experience.
The focus of the campaign is the Master Collection Year of the Horse Moonphase. Part of the Master Collection introduced in 2005, the watch features classic styling, an automatic movement and a moonphase complication. The Year of the Horse edition adds Lunar New Year symbolism and ties neatly into Yu’s equestrian background.
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