Patrick Aoun Becomes CEO of Longines
Longines has appointed Patrick Aoun as its new Chief Executive Officer, succeeding Matthias Breschan, who led the brand for five years. The leadership change took place in the summer of 2025. Breschan stepped down for personal reasons but will remain within Swatch Group as a member of its extended management board.
Patrick Aoun’s Background
Before his appointment as CEO, Aoun served as Head of Middle East and Asia for Longines. In this role, he oversaw operations, retail expansion and market development, contributing to the brand’s growth in two of its most strategically important regions.
Breschan’s Tenure
During Breschan’s time as CEO, Longines strengthened its global presence, launched heritage-inspired collections and expanded its monobrand boutique network. His period in charge also saw the brand maintain strong sales volumes within the accessible luxury watch category.
Brand Profile
Founded in 1832 in Saint-Imier, Switzerland, Longines is one of the oldest watchmakers still in continuous operation. It is recognised for its classic designs, sports timing partnerships, and innovations in precise timekeeping. The brand is a key contributor to Swatch Group’s performance, with a presence in over 150 countries.
