I'm a fan of both brands, but have a number of Hamiltons -- they were my first love and I continue to appreciate any number of things they do: price/value, respect for the history in some of their Timeless Classic and Khaki lines, willingness to try new designs (even if many don't work for me) etc. My only current Longines was my Grandfather's. There is a lot from Longines that I very much like but most of my favorites are at price points I don't spend a lot of time in.
All that being said, I'll pick the Longines. I'm a big fan of the classic 7750 layout, but I agree that this particular model has too much lettering on the dial. It clutters it to a point that readability starts to suffer.
I think you can find something fairly equivalent to the Longines for less, but I'm never sure how I feel about not having a second hand, and I don't think the Hamilton branding really balances the day/date.