Longines CEO Patrick Aoun.
When Patrick Aoun took the helm at Longines last June, he inherited more than just a legacy brand. Rather, he stepped into a role that blends nearly two centuries of heritage with the urgency of modern reinvention.
For Aoun, who has spent close to two decades within the Swatch Group, including 18 years with Longines, the new role represents both a natural progression and a compelling challenge. Having worked across diverse and fast-evolving regions such as the Middle East, Southeast Asia and India, he brings with him a refined global perspective and a clear vision for the future of one of Switzerland’s most iconic watchmakers.
“It’s a real honour and responsibility to lead a brand with such a rich heritage,” he tells The Peak. “What I enjoy most is finding the right balance between timeless elegance and thoughtful innovation, so our watches are perfectly suited to today’s wearer.”
A GLOBAL PERSPECTIVE
Longines’ watch museum in Saint-Imier.
Born in Lebanon and fluent in Arabic, French and English, Aoun is known within the industry as a culturally agile leader. He began his career in the beauty sector with Coty, a role he credits with sharpening his understanding of emotional storytelling — a skill particularly relevant in the world of luxury timepieces, where legacy and aspiration go hand in hand.
He joined Longines in 2007 as Regional Brand Manager for the Middle East, eventually expanding his oversight to Southeast Asia. In 2017, he became Management Delegate for Swatch Group India, navigating one of the world’s most dynamic and competitive luxury markets. His earliest role within the group dates back to 2005 with Rado.
“Having worked closely with teams across different regions, I’ve seen how cultural differences influence what people value in a watch,” he explains. “At the same time, certain qualities such as elegance, reliability and craftsmanship resonate everywhere.”
This nuanced understanding of global taste is likely to be a key asset as Longines looks to further strengthen its presence in emerging markets while refining its appeal to a new generation of luxury consumers.
EVOLVING ELEGANCE
The history of the
brand dates back to 1832.
Longines has long occupied a unique niche in the horological world: accessible yet refined, traditional yet quietly forward-looking. Under the leadership of Aoun’s predecessor, Matthias Breschan, the brand made significant strides in product development and market reach — progress Aoun is eager to build on.
“Matthias did a remarkable job strengthening Longines and building momentum,” Aoun acknowledges. “At its core, Longines will always stand for elegance, tradition and performance, but we’re also looking at fresh ways to connect with people and bring our story to life today.”
He also speaks passionately about the brand’s enduring identity. “Elegance is at the heart of everything we do at Longines,” he says. “It influences our designs, our partnerships, and the way we connect with customers. As we look to the future, our goal is to bring this sense of elegance to life in ways that feel relevant and inspiring, whether through our watches, our boutiques, or our events.”
INNOVATION WITHOUT COMPROMISE
The redesigned PrimaLuna collection.
In a rapidly evolving watch industry, heritage is no longer enough. The challenge lies in staying relevant without losing sight of identity — and here, Aoun seems particularly energised.
“The watch industry is changing fast,” he states. “Today’s consumers are more demanding. They want pieces that are beautiful, practical and reliable. To stay relevant, brands must innovate continuously while honouring their traditions.”
“Having worked closely with teams across different regions, I’ve seen how cultural differences influence what people value in a watch. At the same time, certain qualities such as elegance, reliability and craftsmanship, resonate everywhere” — PATRICK AOUN
As such, Aoun sees Longines’ rich archive not as a constraint, but as a springboard. “Heritage is a compass, not an anchor,” he says. “At Longines, we are guided by tradition but not confined by it.”
Longines Spirit Zulu Time 1925.
This philosophy is already evident in the brand’s recent collections, which pair vintage-inspired aesthetics with state-of-the-art watchmaking. But Aoun wants to go further.
“We’ve introduced features like dual-time watches, flyback chronographs and high-frequency movements,” he explains. “Today we’re focusing on advanced materials and technologies — things like silicon balance springs and anti-magnetic components — to make our watches even more reliable, durable and precise.”
EXPANDING REACH
As much as Aoun is focused on the products themselves, he’s equally attuned to the customer experience. In his view, luxury is about more than a beautiful object — it’s about how the brand interacts with its audience.
“My priority is to strengthen Longines’ leadership position in our price segment while remaining true to our identity and our slogan: Elegance is an attitude,” he says. “There are real opportunities in reaching new customers who value both tradition and modernity, as well as in expanding markets where demand for Swiss watchmaking continues to grow.”
He emphasises that listening to local markets is key. “Understanding cultural nuances allows us to create tailored experiences that resonate. It’s about combining a global perspective with local insight — that’s how we ensure Longines stays relevant and respected across all markets.”
A PERSONAL CONNECTION
For Aoun, this journey is more than professional — it’s deeply personal. Asked whether he has a favourite Longines timepiece, he demurs, instead offering a broader reflection.
“All Longines timepieces are close to my heart,” he says. “Different designs speak to different moments. That’s the strength of Longines — we offer everything from sports watches to elegant dress pieces to heritage-inspired models. There’s something for every story, every style.”
That sentiment of timelessness meeting personal connection could well define Aoun’s tenure at Longines. With a sharp commercial mind, a global sensibility and a reverence for the brand’s storied past, Patrick Aoun is poised to lead Longines into its next chapter — one that honours heritage while making room for fresh narratives.
“What drives me is the opportunity to honour the brand’s legacy while pushing it forward — that’s where the magic happens.”
(Images: Longines)
