isatrends.at 25/06/2012

June 2012 – ISA Trends (Longines) (Traduction en anglais par l'éditeur)

Longines and the "Mentalist": An interview with the new "Ambassador of Elegance" Simon Baker 

At the high-profile "Prix de Diane" horse race last week in Chantilly, France, we had the opportunity to talk to Simon Baker, the "Mentalist", who was presented as the new brand ambassador of Longines, the "Ambassador of Elegance". Here is the complete interview. 

Can you tell us how the cooperation with Longines started? Did you get a call from Mr. von Kaenel (CEO of Longines)? 
There were a number of calls backwards and forwards. They contacted me which was an honour. And since then I’ve been researching and looking into the company which I found very interesting, because this year, it is 180 years old, so it has longevity and strength and a heritage which, in this day and age, is becoming more and more rare, you know the longest running patent of any watch that still exists. They make watches, they are not about fashion necessarily, they are about watches. 

And now you can select from a wide range of watches? 
Yes (laughs), which is difficult, choice is always hard. But at some point you have to jump off and make a decision. 

You’re now the "Ambassador of Elegance” for Longines. What’s your personal definition of elegance? 
Yeah, that’s an interesting question. Longines says that elegance is an attitude. But I think it’s also a confidence and a comfort in yourself and being able to be yourself in most situations. Obviously to be curious and and to have a sense of dignity, but also to enjoy life and to feel good about enjoying life. 

And how would you translate all this into your personal style? 
Oh, that’s not for me to do (laughs). I don’t translate that into my personal style, but you can translate into my personal style. I don’t think about that necessarily but if I feel comfortable, I like to wear clothes that make me feel good and comfortable in my skin. Sometimes I like to dress up, sometimes I like to be casual. I think it’s more about how you feel about yourself. It’s about having a positive attitude.

Is there any correlation between Simon Baker and "The Mentalist”? 
There is definitely a survivalist in nature within me. I come from a very simple upbringing, from a very working-class family. And I guess in a sense that has always instilled a sense of independence for me and a work ethic in a lot of ways, and also an appreciation of experiences and opportunities. That’s how I would define where I come from and my experiences in life. I don’t take anything for granted and I like to appreciate all of the experiences that I get to encounter, this being one of them, it’s a wonderful experience. 

Is it possible to incorporate Longines into your role on the screen, is Patrick Jane going to wear a Longines watch perhaps? Is there something planned? 
I’m not sure. There’s nothing planned so far and I’m not sure. That’s something that may be considered in the future, but at this point there are no plans to try to incorporate it with the character. 

Today we will have the opportunity to see the best jockeys and horses. Do you have any connection to horseracing? 
I’m quite fond of horses. I ride, not regularly. I learned to ride in my business, in the film business. I played roles where I had to ride so I learned to ride maybe 15 years ago, and I’ve ridden in 4 or 5 different films. And I enjoy it. Horseraces to me are like a festival, I grew up in a small town, but there was a racetrack, very small racetrack. And they would have a spring carnival on this racetrack, only once or twice a year they raced there. But the whole town went, it was just a festival. So the combination of being in Chantilly with a great horserace, a great location, a great sponsor, this is kind of an exciting sort of festival and very exotic for me. 

As a mentalist, can you endorse a certain bet for today? 
No (laughs). I wish. Choose yourself, that’s the fun, that’s the pleasure, chat with someone, exchange ideas and tips. 

Speaking of Longines and watches, do you still remember your first watch? Who gave it to you, what did it look like? 
It had no brand. I did a lot of surfing when I was very young and I always had to be home at a certain time, my parents were very strict, "You have to be home at five.” "OK.” So I’d be surfing in the water and I could never afford to have a watch. So I was always asking anyone else in the water, "Excuse me what’s the time?” and that would annoy them because I would wanna surf right up until I had to be at home. It was fifteen minutes from the beach to the house on my bike up the hill. And I always was, "Aaah, one more wave. Excuse me what’s the time?” So I bought an old diver’s watch from another guy. It was waterproof, barely held the time, I don’t even remember what the brand was, I don’t think it had a brand. The dial on the top was completely faded, you couldn’t read any of it, but it worked, just. It was always a little bit late, I had to reset it every day to keep the time. And it had a Velcro band, do you remember those bands? Velcro? Bad. Very smelly. Not good. 

How does it feel to be a sex symbol? 
It’s flattering but in my business there’s always a lot of labels, so it’s just another label. It’s less for me, more for the audience. Like if someone gives you a compliment, "I like your hair”, it’s not for you, it’s for them. That’s why you say "Thank you” because in a way that’s what I mean. So if people want to call me a sex symbol, I’m not calling me a sex symbol, I’m saying "Thank you”. It’s for you, it’s not for me.

In a recent interview you said you have to seduce your wife any time to stay a happily together couple. 
My wife is always challenging, always keeps me guessing because otherwise as you can probably imagine I get bored very quickly. 

What do you do to keep the sparkle alive? 
She challenges me, so we have a healthy communication and an ongoing debate about life and ideas. Not in a negative way, in a positive way. She keeps me interested and intrigued by herself. I don’t know how she does it, I don’t think it’s intentional, but for me, with who I am, it works.

 

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