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The question says it all. Doesn't count title reigns because even if you're champion you can lose in non-title matches.
I know about the 15 years streak of Andre but as you said, he lost and even if it's from a count out, it counts as a lost. At least for me it doesAndre The Giant was billed as being undefeated for 15 years before his loss at Wrestlemania 3. But he did lose a match here and there outside of North America, albeit just from count out and disqualification. I think WM3 was legitimately his first ever pin fall loss.
Still, he probably went longer than anyone for one period of time stacking up win after win in between the occasional loss. So I'd go with him.
Bruno Sammartino had the longest world title reign ever and they didn't really have non-title matches back then, but I'm guessing he probably lost before winning the title.