Longines Welcomes New Leadership Amid Sales Challenges in China

June 2, 2025 - 23:57

In a significant leadership change, Longines has appointed Patrick Aoun as its new CEO, succeeding the outgoing CEO, Matthias Breschan. This transition comes at a critical time for the brand, as it faces a notable downturn in sales within the Chinese market, a key region for luxury watch brands.

Aoun, who has been with the company for several years, brings a wealth of experience and a fresh perspective to the role. His appointment is seen as a strategic move to revitalize the brand and address the challenges posed by shifting consumer preferences and economic conditions in China.

The luxury watch sector has been experiencing fluctuations, and Longines is no exception. The brand aims to leverage Aoun's expertise to enhance its market presence and appeal to a broader audience. Stakeholders are optimistic that under his leadership, Longines will navigate these turbulent waters and emerge stronger in the competitive luxury landscape.