Patrick Aoun Appointed CEO of Longines: Leading a Confident New Era in Swiss Watchmaking

In a strategic move poised to define its next chapter, Longines has appointed Patrick Aoun as its new Chief Executive Officer, marking a seamless leadership transition for one of Switzerland’s most iconic watchmaking houses. The announcement, made in July 2025, reflects the brand’s continued evolution and global vision.

Patrick Aoun succeeds Matthias Breschan, who led Longines since 2020 and stepped down for personal reasons. Breschan, known for revitalizing the Longines portfolio and reinforcing its classical elegance, will remain within the Swatch Group in an advisory capacity, ensuring continuity and access to his strategic insight.

With extensive experience across Asia and the Middle East, Aoun brings deep market knowledge, having worked closely with regional distributors, retailers, and customers. His on-the-ground perspective blends global understanding with regional sensitivity—qualities essential in navigating today’s dynamic luxury market.

Under Breschan’s leadership, Longines made significant strides with collections like the Spirit Flyback and the Ultra-Chron, blending innovation with heritage. Aoun is expected to build upon this momentum by aligning Longines with the tastes of new-generation consumers while preserving the brand’s timeless DNA.

His appointment is more than a change in leadership—it’s a reflection of Longines’ commitment to renewal and relevance. Aoun’s background in luxury and tech-driven consumer engagement makes him ideally positioned to enhance Longines’ digital presence, cultivate loyalty across generations, and ensure brand desirability across both traditional and emerging markets.

Importantly, Aoun’s relationship with Longines runs deep. His personal alignment with the brand’s values, understanding of its history, and vision for its future will enable him to drive strategic growth without sacrificing identity. He steps in not to reinvent Longines but to steer it forward—anchored in legacy, powered by innovation.

As Longines approaches its 200th anniversary, this leadership change sends a clear message: the brand isn’t changing course—it’s refining its direction. With Aoun at the helm, Longines is set to expand its global footprint while continuing to craft elegant timepieces that resonate with tradition and progress alike.