Longines has announced the appointment of Patrick Aoun as its new Chief Executive Officer, effective 1 June 2025.  With more than two decades of experience in the watch industry, Aoun steps into the role with a reputation for strategic vision and a genuine passion for horology.

Aoun’s connection with Longines began in 2007 when he was tasked with managing the brand’s presence in the Middle East.  His remit later expanded to South East Asia, where he helped shape the brand’s growth in key markets, cultivating lasting relationships with retailers and collectors alike.  In 2017, his expertise led him to a wider challenge as Management Delegate for Swatch Group India, where he guided the company’s efforts in one of the world’s most complex and promising regions.  His watch industry journey started even earlier in 2005 at Rado, following a formative career in the perfume and cosmetics sector with Coty Middle East.

Born in Lebanon and fluent in English, French, and Arabic, Aoun brings both an international perspective and a hands-on understanding of watchmaking’s cultural resonance.  He describes Longines’ heritage as “a compass, not an anchor,” underlining his intent to honour nearly two centuries of history while pushing the brand forward with fresh energy and ideas.  As he takes on leadership of Longines, the watch world will be watching closely to see how he balances tradition, innovation, and the timeless elegance that defines the Saint-Imier manufacture.