Cover Patrick Aoun, CEO of Longines
Patrick Aoun, CEO of Longines
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What’s next for Longines under the stewardship of new CEO Patrick Aoun
In June, the Swatch Group announced the surprise departure of Matthias Breschan as Longines CEO after five years. Stepping into the role is Patrick Aoun, formerly the brand’s regional manager for the Middle East and Southeast Asia.
A former executive with Coty Middle East, Aoun joined the Swatch Group in 2005 as the regional brand manager of Rado in the Middle East. He moved to Longines in 2007, overseeing its business development in the Middle East, a role that later expanded to Southeast Asia. In 2017, he was appointed management delegate for Swatch Group India.
As the new captain of Longines, Aoun faces a formidable task: steering the brand through a softening market, global uncertainties, and the expectations of a digitally savvy generation. Tatler GMT spoke with him about his vision for the brand.
Read more: Henry Cavill on elegance, legacy and what truly matters across time zones
Above Patrick Aoun, the CEO of Longines, was formerly the brand’s regional manager for the Middle East and Southeast Asia
Patrick Aoun, the CEO of Longines, was formerly the brand’s regional manager for the Middle East and Southeast Asia
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In your first months as CEO, what are your key priorities?
My priority is simple: to strengthen our position as a leader in our price segment while staying true to our identity and our slogan, Elegance is an attitude. This involves strong collections, cutting-edge quality, close collaboration with our partners, and an impeccable customer experience.
How do you balance preserving Longines’ heritage while pushing for modern growth and innovation?
Innovation has always been a key part of Longines, not just to follow trends, but to stay true to what makes our watches special. Over the years, we’ve introduced features like dual-time, flyback chronographs and high-frequency movements. Today, we’re focusing on using advanced materials like silicon and anti-magnetic components to make our watches more reliable, durable, and precise. Looking ahead, it’s all about combining timeless elegance with these thoughtful innovations. We want our watches to not only look beautiful but also keep pace with today’s practical needs. At the end of the day, innovation for us means delivering lasting quality and real value.
See also: CEO Reshuffle: What it means for the watch industry?
Above Young women are a key demographic for Longines, as evidenced in the new PrimaLuna collection, strikingly redesigned to include a moon phase complication and a robust automatic movement
Young women are a key demographic for Longines, as evidenced in the new PrimaLuna collection, strikingly redesigned to include a moon phase complication and a robust automatic movement
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How do you approach telling the Longines story to a new generation of watch enthusiasts?
Younger buyers seek meaning and relevance, not just logos. With nearly 200 years of history, Longines has countless stories to share. We bring that heritage to life through our watches.
How do you plan to engage with younger collectors and first-time buyers without alienating traditional Longines enthusiasts?
Elegance is universal. It speaks to younger buyers discovering their first Swiss watch, as much as it resonates with seasoned collectors. Digital platforms help us reach new audiences, while our history ensures depth and credibility. By staying true to our elegant identity, we naturally connect across generations.
How do you see the luxury watch industry evolving over the next five years, and where does Longines fit into the future?
The industry is evolving fast, but demand for authenticity is stronger than ever. Longines is perfectly positioned: Swiss-made quality, elegant design, and innovation at an accessible price point.
Read more: Lessons in watch entrepreneurship, according to MB&F founder Maximilian Büsser
Above Longines’ rich history in watchmaking has allowed it to diversify its offerings, including the Master Collection Chrono Moonphase, one of its most technically sophisticated timepieces
Longines’ rich history in watchmaking has allowed it to diversify its offerings, including the Master Collection Chrono Moonphase, one of its most technically sophisticated timepieces
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How important is Asia to Longines’ growth and what strategies do you plan to implement here?
Asia is key to Longines’ growth, and Malaysia is no exception. We’re committed to providing an exceptional customer experience, reflecting the elegance and values of Longines at every touchpoint.
What inspires Longines’ sense of time, precision, and design?
We draw inspiration from a respect for tradition, the passion of our employees, and the pursuit of timeless elegance in every detail.
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
