Just in time for 60th anniversary of the classic Humphrey Bogart movie “Casablanca,” and to launch its new “evidenza” collection, Longines Watch Co. is holding a casting call to pick the “next Bogart.” The American acting icon is prominently featured in the Swiss watch brand’s “Elegance is an Attitude” ad campaign, and he himself wore a Longines tonneau watch from 1941 onwards.

On August 14, starting at 10 am, a celebrity panel of judges—Stephen Bogart, his son; Stefano Tonchi, fashion director of Esquire magazine; Billy Zane, actor and Longines “Ambassador”; and Sean Ferrer, son of Audrey Hepburn—will hold what could be called “American Idol meets American Icon” at the Tourneau 57th St. store in New York City. However, this casting call is “not a look-alike contest,” says Longines spokesperson Cyndie Burkhardt. Instead, Bogart wannabes must be able to “stand up to the challenge of this larger-than-life figure in confidence, image, personality and the very essence of masculinity.”

Candidates can register at bogart@longines.com to guarantee a spot in what could be a very long line of contestants.

At the end of the day, the contestant whom the judges feel best exemplifies those Bogart qualities will be awarded a new “evidenza” watch and a $10,000 cash prize, and will appear in an exclusive, national fashion spread in Esquire magazine. For more information, call (201) 271-4725

JCK