Longines' new CEO, Patrick Aoun, recently unveiled his strategic direction for the renowned watch brand in an exclusive interview held against the vibrant backdrop of the 86th Hahnenkamm Races in Kitzbühel, Austria. Having assumed leadership in June 2025, Aoun articulated a vision rooted in preserving Longines' distinguished heritage while deftly navigating the evolving landscape of global markets, watch manufacturing, and sporting partnerships. His approach underscores a commitment to the brand's core identity of tradition, performance, and elegance, advocating for accessible luxury and a diverse product range to ensure sustained relevance and growth.

Longines' Path Forward: Leadership, Legacy, and Innovation

In January 2026, amidst the thrilling atmosphere of the 86th Hahnenkamm Races in Kitzbühel, Austria, an insightful conversation unfolded with Patrick Aoun, the new CEO of Longines, who commenced his tenure in June 2025. This event, a testament to Longines' nearly century-long legacy in precision timekeeping and significant sports alliances, served as the perfect setting for Aoun to articulate his strategic outlook. With almost two decades of dedication to Longines, his journey through various international markets, including the Middle East, India, and North Africa, has profoundly influenced his leadership philosophy. He advocates for adaptability, tolerance, and respect for diverse cultures, seeing these as essential drivers for progress.

Aoun passionately defined Longines' essence through its pillars of tradition, performance, and a continually evolving concept of elegance. He clarified that elegance today transcends formal attire, embracing sporty, casual, and dynamic expressions, and is inextricably linked to performance. He shared that for him, Longines is more than a job; it's a lifestyle where personal values resonate with the brand's commitment to meaningful time, heritage, and integrity. While acknowledging the company's solid foundation, Aoun highlighted that his transition into the CEO role brought no major surprises, underscoring the deep integration of core values like elegance, heritage, and consistency within the brand's operational framework.

Addressing the notion of Longines lacking a singular iconic product, Aoun countered by emphasizing the brand's strength in its diverse and iconic collections, such as DolceVita, PrimaLuna, La Grande Classique, the Master Collection, Conquest, Legend Diver, Ultra-Chron, and Spirit. He cited Conquest, launched in 1954, as an example of an early officially named collection, reinforcing the brand's rich history of iconic designs. He asserted that this versatility provides greater freedom and resilience compared to brands dependent on a single product. His strategic vision is clear: to reinforce Longines' leadership in its segment by offering reliable, aesthetically pleasing Swiss timepieces at accessible price points, a philosophy he champions with pride.

Navigating the inherent volatility of contemporary global markets, Aoun stressed the importance of calm leadership, proactive consumer engagement, and the transformation of challenges into opportunities. He drew upon his background, where resilience and adaptation were crucial for survival and growth. Furthermore, he reiterated the indispensable role of sports timekeeping in Longines' identity. From its origins as a functional watchmaker specializing in high-precision chronometry, Longines' involvement in major sporting events today symbolizes reliability and credibility. For Aoun, measuring time in sports extends beyond mere metrics; it involves encapsulating history, emotions, and cherished memories. He recounted a poignant moment where a watch became a powerful symbol of achievement for a jockey, illustrating his ultimate goal: to instill Longines into the hearts of individuals, recognizing that genuine relationships are the foundation of enduring business success.

This interview with Patrick Aoun offers a fascinating glimpse into the leadership of a historic brand at a pivotal moment. His emphasis on balancing deeply ingrained heritage with forward-thinking adaptability provides a compelling blueprint for navigating an ever-changing industry. His perspective reminds us that true leadership lies not just in strategic planning, but in fostering emotional connections and upholding authentic values. It suggests that success in the luxury market, even for a brand with a storied past, hinges on continuous relevance, integrity, and a profound understanding of what truly matters to consumers beyond the product itself. Ultimately, Aoun's vision for Longines serves as a powerful testament to the idea that embracing change while honoring tradition is the surest path to lasting influence and innovation.