Longines reinforces its historic bond with the equestrian world by appointing Chinese actor and competitive mounted archer Yosh Yu as its newest Ambassador of Elegance. More than a celebrity endorsement, this partnership highlights shared values of discipline, heritage, and timeless craftsmanship, embodied through the Master Collection Year of the Horse Moonphase.
If you don’t follow Chinese cinema, you might not know the name Yosh Yu (also known as Yu Shi), but he has been building a reputation since his 2023 breakthrough in Creation of the Gods I: Kingdom of Storms. Born in 1996 in Chaoyang City, Liaoning Province, he portrays Ji Fa, a warrior prince, across the trilogy. The role required more than just acting skills. After filming wrapped on the first installment, Yu spent two years mastering horse training and equestrian archery, eventually competing professionally.
His dedication extends beyond preparing for a role. He recently competed in the 2025 National Tour Finals and Global Horseback Archery Masters Competition in Shenzhen in December, proving that his commitment to mounted archery surpasses what most actors would consider method preparation.
Longines has timed equestrian events and partnered with riders for decades. The brand’s winged hourglass logo is seen at show jumping competitions, flat racing meets, and equestrian federations worldwide. Finding an ambassador who competes on horseback rather than just posing with horses for photos represents a different approach to these partnerships.
Longines President & CEO Patrick Aoun explained the thinking behind the choice: “We are delighted to welcome Yosh as our new Ambassador of Elegance to the Longines family. His determination, talent, and multifaceted personality reflect what elegance means today. Whether he’s on screen or sharing his passion for music and equestrianism, he maintains an authenticity and grace that embodies the Longines spirit.“
Yosh seems genuinely interested in the mechanical side of watchmaking. “Time is the finest craftsman,” he said of the partnership. “What fascinates me about Longines is how it encapsulates nearly two centuries of history in its timepieces. They are understated yet powerful. That quiet confidence, born of craftsmanship and enduring passion, deeply resonates with me. I look forward to exploring and expressing the spirit of contemporary elegance with Longines.“
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The collaboration launches with a campaign featuring the Longines Master Collection Year of the Horse, a moon phase edition that honors the Lunar New Year and the spirit of horses. First introduced in 2005, the Master Collection has become a cornerstone of Longines’ catalog, offering classic designs at an accessible price.
The moon phase complication is a recurring feature throughout the Master Collection line. These watches typically feature automatic movements that are visible through sapphire casebacks. Their functions range from simple three-hand models to chronographs with multiple complications. The Year of the Horse edition celebrates the zodiac animal and ties directly into Yu’s equestrian pursuits.
Based in Saint-Imier, Switzerland, since 1832 and owned by the Swatch Group, Longines has maintained a clear identity focused on tradition, performance, and accessible luxury. Longines operates in over 150 countries and has a stated philosophy that “elegance is an attitude,” not just an aesthetic.
Yu’s background extends beyond acting and archery. He also pursues music and graduated from the Liaoning University of Engineering and Technology. His filmography includes Born to Fly (2023), To the Wonder (2024), and multiple entries in the Creation of the Gods series, with the third installment still in production.
Winning the 2023 Douyin Movie Annual New Actor Award and the Best Newcomer Award at the 37th Popular Film Hundred Flowers Awards suggests that Chinese audiences have taken notice of him. His rapid rise from an unknown university student to a leading man in a major franchise mirrors the kind of disciplined progression that resonates with watch enthusiasts who appreciate craftsmanship and dedication.
Brand ambassadorships in the watch industry often feel transactional. An athlete wears a watch during a press conference, a celebrity shows up at a boutique opening, and then it’s on to the next thing. However, the Longines and Yu partnership appears to have more substance, given his actual participation in equestrian sports and the brand’s longstanding ties to the sport.
Whether this will translate into increased interest in Longines among younger Chinese consumers remains to be seen. The Master Collection Year of the Horse directly targets that market, combining Swiss watchmaking tradition with cultural significance. Yu brings his own following from film and competitive archery, which could introduce the brand to people who might not otherwise consider a Swiss dress watch.