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June 18, 2025
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Commerce

Longines confirms appointment of new CEO

June 6, 2025

Across segments, luxury labels look to build on their respective heritage appeals with these specialized activations and product releases. Image courtesy of Longines The Swatch Group-owned brand was founded in 1832. Image courtesy of Longines

 

By Amirah Keaton for Luxury Daily News Service

Swiss watchmaker Longines is managing an executive transition effective from the beginning of June.

Following five years of leadership, CEO Matthias Breschan has stepped down from the post; the Swatch Group-owned company cited personal reasons as the cause of his departure in a statement shared Friday. Patrick Aoun, former Middle East regional brand manager, assumes the role of president and CEO of Longines.

New leader at Longines
Mr. Breschan is staying with the Swatch Group as a member of its extended management board, while aiding the company in other strategic capacities.

Longines extends its gratitude to Mr. Breschan for his valuable contributions to building and strengthening the label’s likeness.

Former Longines CEO Matthias Breschan has stepped down from his post. Image credit: Longines Former Longines CEO Matthias Breschan has stepped down from his post. Image credit: Longines

His successor, Mr. Aoun, is a longtime Swatch Group staffer who “brings extensive experience both within the organization and with Longines itself, ensuring continuity and a strong foundation for the next chapter of the St-Imier-based brand,” the statement reads.

 

View this post on Instagram

 

A post shared by TheSaudiCup (@thesaudicup)

The brand has continued to promote its products and collections via a series of high-profile brand ambassadorships, working with talents such as American actress Jennifer Lawrence (see story) and English actor Regé-Jean Page (see story) over the course of the last few years.

 
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