Longines Appoints Patrick Aoun As CEO To Steer The Brand Through A New Era

In June 2025, Longines officially announced the appointment of Patrick Aoun as its new Chief Executive Officer, marking a poised and promising transition for one of Switzerland’s most respected watchmaking houses. The move follows the decision of Matthias Breschan, who led the brand since 2020, to step down for personal reasons. Breschan will continue to contribute to the Swatch Group in a strategic advisory capacity as part of its extended management board, ensuring his experience remains an asset to the wider group.

Patrick Aoun steps into this role with a strong foundation of brand knowledge, having overseen Longines’ growth across key international markets including the Middle East and Asia. His deep operational insight, built through years of direct engagement with regional distributors, retailers, and consumers, positions him to lead the brand with both global perspective and local sensitivity. His appointment reflects a natural evolution for Longines—one that honours its enduring values while adapting with precision to the dynamics of an increasingly competitive watch landscape.

Longines enters this new era with an already robust portfolio. Under Breschan’s leadership, the brand reinforced its position through thoughtfully designed collections such as the Spirit Flyback, Ultra-Chron, and the revived Conquest line—each balancing modern watchmaking innovation with the elegance that has long defined the Longines identity. These releases have resonated strongly with enthusiasts and first-time luxury buyers alike, strengthening the brand’s relevance across generations.

Yet, as with many heritage houses navigating today’s fast-moving luxury environment, maintaining momentum requires more than product excellence alone. Aoun’s leadership comes at a time when the industry is evolving—not just in design and technology, but in how brands communicate, connect, and cultivate loyalty across diverse global audiences. His deep familiarity with regional market behaviours and a consumer-first mindset will be vital in ensuring Longines remains both desirable and accessible, especially in key growth territories.

What sets this transition apart is the sense of continuity it offers. Aoun’s long-standing association with Longines and his understanding of its philosophy ensures that the brand’s core identity—defined by precision, tradition, and timeless elegance—will remain at the heart of its future. At the same time, his fresh perspective and field-driven approach are expected to support a more agile, forward-thinking Longines—one that can navigate challenges and embrace opportunities with clarity and confidence.

As Longines turns this new page in its 190+-year journey, the message is clear: the brand isn’t shifting course—it’s fine-tuning its strategy. With Patrick Aoun at the helm, Longines reaffirms its commitment to excellence, evolution, and enduring relevance in the world of fine watchmaking.