We report on the successful demonstration of a novel scheme for detecting optical transitions in highly charged ions. We applied it to determine the frequency of the dipole-forbidden 2p ^{2}P_{1/2}-^{2}P_{3/2} transition in the fine structure of ^{40}Ar^{13+} using a single ion stored in the harmonic potential of a Penning trap. Our measurement scheme does not require detection of fluorescence, instead it makes use of the continuous Stern-Gerlach effect. Our value of 679.216464(4)_{stat}(5)_{syst} THz is in reasonable agreement with the current best literature values and improves its uncertainty by a factor of 24.