CEO Of The Month | Chapter 2: Michael Guenoun – Orchestrating Global Expansion At The Intersection Of Heritage And Innovation
5 min read
There's a particular rhythm to Swiss watchmaking that few outsiders truly understand. It's not just about precision in movement—it's about precision in vision, timing, and execution across markets that span continents and cultures. In an industry where tradition often trumps transformation, success requires leaders who can navigate between reverence for craftsmanship and the relentless demands of global luxury retail. Michael Guenoun embodies this duality. Back in 2005, as a considerably younger man, Michael Guenoun began his career at Cartier as a marketing executive operating out of Australia. This geographic starting point would prove prophetic—far from the traditional Swiss watchmaking centers, Guenoun cut his teeth understanding luxury consumption in markets where heritage had to be earned rather than assumed.
He joined Richemont Group 18 years ago and has since held various senior management positions within Cartier in Australia and Asia. Four years ago, he moved back to Europe and joined the Richemont International Specialist Watchmakers division. This progression reveals a deliberate strategy: building expertise in diverse markets before bringing that global perspective back to headquarters. His tenure with Cartier was particularly formative. Guenoun is well-known and highly regarded in the travel retail community having been Managing Director of Cartier Travel Retail Asia from January 2014 to May 2017 before moving on to several senior roles within parent company Richemont. Travel retail—a sector that demands intimate understanding of cultural nuances, purchasing behaviors, and luxury consumption patterns across different demographics—provided the perfect laboratory for developing the skills that would later define his multi-brand leadership approach.
The TimeVallée Revolution: Rethinking Multi-Brand Retail
Perhaps no initiative better demonstrates Guenoun's strategic acumen than his leadership of TimeVallée International. Michael Guenoun was appointed Global CEO of TimeVallée in April 2021 (in addition to his responsibilities as International Distribution Director for Richemont) to accelerate expansion. This wasn't merely an additional title—it was recognition that the future of luxury watch retail required a fundamentally different approach. TimeVallée represents something unprecedented in Swiss watchmaking: a multi-brand boutique concept that showcases timepieces from multiple Richemont maisons under one roof. The name TimeVallée is a respectful nod to watches and to the famous 'Watch Valley' – an area along the Jura mountains where much of Swiss watchmaking heritage was born. But the concept itself is distinctly forward-looking.
Under Guenoun's guidance, TimeVallée has expanded strategically across key markets. The new TimeVallée in Lucerne has almost 11,000 square feet (1,000 square metres) of retail space. More recently, the brand has made significant inroads into emerging luxury markets, with Guenoun personally overseeing launches in India and strengthening positions in the Middle East. With his sights set on further bolstering the brand's position in the region, he speaks regularly about the strategic importance of markets like the UAE for TimeVallée's expansion. This geographic focus reflects deeper insights about luxury consumption patterns and the growing influence of collectors in these regions. Guenoun's leadership style emphasizes systematic innovation rather than disruptive change. His approach can be characterized as integration-driven—finding ways to enhance existing strengths rather than replacing them with entirely new approaches. This portfolio responsibility has shaped his approach to brand management. Rather than viewing each maison in isolation, Guenoun understands the strategic value of portfolio thinking—how brands can complement rather than compete with each other, how different market segments can be served without diluting individual brand identities, and how operational efficiencies can be achieved while maintaining the artisanal character that defines luxury watchmaking.
Baume & Mercier: Heritage Meets Contemporary Relevance
Running parallel to his TimeVallée responsibilities, Guenoun's role as CEO of Baume & Mercier presents a different but equally complex challenge. Michael Guenoun, based in Geneva, Switzerland, is currently a Chief Executive Officer at Baume & Mercier. The 194-year-old Swiss maison occupies a unique position within Richemont's portfolio—accessible luxury with genuine horological credibility.
Baume & Mercier will be 200 years old in less than 5 years. This milestone presents both opportunity and responsibility. Under Guenoun's leadership, the brand is developing what he describes as "a dynamic plan which should lead, from 2026 to 2027, to a traveling collection of our most iconic pieces." This initiative reflects his understanding that heritage brands must actively engage with their history rather than simply rest upon it. The bicentennial preparations also demonstrate Guenoun's strategic patience—a quality essential in luxury brand management. Rather than rushing toward the anniversary with hasty product launches or marketing campaigns, he's orchestrating a multi-year approach that will give proper weight to the milestone while positioning the brand for its next century. Throughout his career, Guenoun has demonstrated exceptional insight into the evolving luxury consumer mindset. His experience across diverse geographic markets has provided him with a nuanced understanding of how different collectors approach luxury watchmaking—from the traditional European connoisseur to the emerging Asian collector to the experience-driven Middle Eastern buyer. He is extremely confident in front of the camera, approachable and brings his unique wisdom to all brands he manages.
The Orchestrator's Legacy
Michael Guenoun represents a new archetype in luxury brand leadership—the strategic orchestrator who can manage complexity without losing sight of individual brand identities. His career demonstrates that success in modern luxury requires more than traditional marketing or operational excellence. It demands the ability to see connections, create synergies, and build systems that enhance rather than diminish the artisanal character that defines Swiss watchmaking. As he continues to guide Baume & Mercier toward its bicentennial, expand TimeVallée's global footprint, and shape distribution strategies for some of the world's most prestigious watchmaking maisons, Guenoun is writing the playbook for luxury brand leadership in the 21st century. His approach—patient, strategic, globally informed but locally responsive—offers a template for how heritage brands can thrive in an increasingly complex luxury landscape.
