RIDING HIGH: Longines has upped its equestrian sponsorship. The Swiss watch firm has signed on as a title partner of the Longines Masters series on three continents – an equestrian competition held between Europe, Asia and America. Previously, Gucci held title rights to the Paris event within the series, but now Longines will uniformly be represented in the title of all events. Tickets for the first event in the American leg of the series, the Longines Masters of Los Angeles, have just gone on sale. From Oct. 1 to Oct. 4, equine athletes will compete for a $1 million prize at the Los Angeles Convention Center.