Longines, a leading Swiss watch brand under Swatch Group AG, has appointed Patrick Aoun as its new president and CEO. Aoun, a longtime Swatch executive, previously led the company’s Middle East and Asia operations. He takes over from Matthias Breschan, who stepped down after five years for personal reasons but will remain on Swatch Group’s extended management board.
Based in St-Imier, Switzerland, Longines is a key brand within the Swatch Group portfolio, which includes Omega, Blancpain, Breguet, and Tissot. Once a top-selling watch brand in China, Longines has seen its sales decline in recent years, largely due to weaker demand from Chinese consumers. Analysts at Switzerland’s Vontobel estimate Longines’ sales fell from CHF 1.6 billion in 2019—making it the fourth largest Swiss watch brand—to CHF 1.2 billion in 2024, dropping to seventh place. Longines accounted for about 21% of Swatch Group sales last year, second only to Omega.
This leadership change is part of a broader trend of executive shifts in the Swiss watch industry amid challenging sales conditions. In recent months, former Omega executive Gregory Kissling became CEO of Breguet, while Emmanuel Perrin took over as CEO of Panerai at rival Richemont Group. Additionally, former Richemont CEO Jerome Lambert returned to lead Jaeger-LeCoultre.
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