Longines CEO, Patrick Aoun. Photo: David Marchon.
Swiss watchmaker Longines has appointed Patrick Aoun as its new Chief Executive Officer. Assuming the role on 1 June 2025, it represents a move that signals both continuity and a clear ambition to accelerate the brand’s global evolution.
Aoun, who has spent nearly two decades within the Swatch Group, brings with him deep experience in brand building across diverse and often complex markets. His ascent to CEO follows a long tenure with Longines, where he has been closely involved in expanding the company’s footprint in regions such as the Middle East, South East Asia, and India.
Seasoned Hands
Born in Lebanon and fluent in English, French, and Arabic, Aoun is seen within the industry as a culturally agile leader with a strong grasp of both heritage and innovation — two forces that often define the balancing act for legacy luxury brands today.
“The concept of time has accompanied us for centuries, touching every aspect of our lives,” Aoun says. “Since 1832, we at Longines have had the privilege of giving it a deeper meaning through historical breakthrough, innovation and elegance.”
Longines Conquest Heritage
Aoun joined Longines in 2007 as Regional Brand Manager for the Middle East, before expanding his remit to include South East Asia. In 2017, he was named Management Delegate for Swatch Group India, where he oversaw brand strategy and retail development in one of the world’s most rapidly expanding luxury markets. His career with Swatch Group began even earlier, in 2005, with a regional role at sister brand Rado.
His early years in the beauty sector — working with Coty Middle East — gave him what he describes as “a sharp understanding of brand storytelling,” something he believes is essential in a category as emotionally driven as luxury timepieces.
Looking Ahead
But it’s not just storytelling that Aoun brings to the table. At a time when Swiss watchmakers are grappling with generational shifts in taste, market saturation in traditional regions, and rising competition from both tech and fashion brands, his commercial instincts could prove crucial.
“Heritage is a compass, not an anchor,” he says. “At Longines, we are guided by tradition but not confined by it. What drives me is the opportunity to honour the brand’s legacy while pushing it forward — that’s where the magic happens.”
Longines, founded in 1832 and known for its classic designs and equestrian sponsorships, sits in a unique position: accessible yet refined, traditional but with growing aspirations to innovate. Aoun appears keen to sharpen that positioning.
“From pioneering technologies to groundbreaking design, innovation has always been at the core of Longines,” he notes. “Our collections embody this spirit, seamlessly blending elegance, tradition, and precision in every watch.”
As the watch industry faces increased pressure to remain relevant to younger consumers while retaining long-time collectors, Aoun’s challenge is clear — but so is his opportunity. With a brand that has more than 190 years of legacy behind it and a growing presence in emerging markets, Longines may be poised for a new chapter of reinvention.
(Images: Longines)
