Patrick Aoun, Longines’ New CEO, on His Vision For The Brand’s Future

As the 86th Hahnenkamm Races took over the legendary slopes of Kitzbühel, Austria, in January 2026, we were invited by Longines to attend one of the most iconic events in alpine skiing and to sit down with Patrick Aoun, who stepped into the role of CEO of Longines in June 2025. Founded in Saint-Imier, Switzerland, in 1832, Longines has established a rich heritage in precision timekeeping and sports partnerships that spans nearly a century, including its role as official timekeeper for pivotal World Cup and FIS alpine ski events. This occasion provided a unique backdrop to delve into Patrick Aoun’s vision for the brand just months into his leadership, exploring how Longines will honour its enduring heritage while navigating the future of watchmaking, sport, and global markets.

Xavier Markl, MONOCHROME – What has been your personal journey? How has your professional background shaped your leadership style at Longines?

Patrick Aoun, CEO of Longines – I’ve been working with Longines for 19 years now, and it has been an incredible journey of learning. It all started with curiosity and a deep attachment to the brand. You cannot stay in the same place for nearly two decades if there is no emotional connection, no sense of belonging.

Longines has been a beautiful journey that shaped who I am today as a leader. Coming from different backgrounds, having lived in several countries, and spending many years based in Dubai, I was responsible for the Middle East, the Indian subcontinent – especially India – North Africa, and other regions. Working across so many cultures has truly widened my horizons.

It teaches tolerance, adaptability, and respect. You don’t always agree with differences, but you must respect them. And the moment you truly accept differences, that’s when growth begins. That has been my journey so far. After 19 years, Longines is not just a job. It’s a lifestyle.

What makes Longines stand out? What does the brand stand for?

Longines is a lifestyle. The brand stands for tradition, performance and elegance. Elegance, in particular, is something we’ve been redefining internally over the past few years. Elegance today is not what it was 20, 50, or 100 years ago. Elegance is no longer just a suit behind a desk. Elegance can be sporty, dynamic, casual, or fun. It can exist in many aspects of life.

Additionally, elegance is closely linked to performance. I don’t believe in excuses. Our life is our seconds put together. Time is what our life is made of – seconds, minutes, hours, weeks. Time well spent is true luxury. That’s what Longines represents to me.

I found at Longines a sober place where time has deep meaning, where there is respect for people, respect for heritage, and respect for legacy that shape what we are today. When your personal values align with a brand’s values, that place becomes home.

You took over the role of CEO recently. What surprised you most in this position? Something you did not expect before stepping into the role?

Honestly, no major surprises. I was already very close to the management board and the Swatch Group’s management board. The values I’m talking about today – elegance, heritage, consistency – were already deeply embedded.

Everything we do must align with who we are. Whether it’s a sports watch or a dress watch, everything has to express elegance. That’s why you won’t see Longines doing flashy or “bling” watches. Elegance is confidence. It doesn’t need validation. Flashiness does. Quiet elegance is strong, never weak. Heritage is our DNA. It’s our compass, not our anchor. We don’t live in the past, but we are inspired by it to create modern interpretations for today’s consumer.

Some people say Longines doesn’t have one single iconic product. What’s your view?

Our strength is precisely that we are not a mono-product brand. We have DolceVita, PrimaLuna, La Grande Classique, the Master Collection, Conquest, Legend Diver, Ultra-Chron, Spirit – many strong collections. Conquest, for example, dates back to 1954 and was the first Longines collection to be officially named. That’s iconic.

Being versatile gives us freedom. Brands built on a single product can struggle when trends change. Our strength is our constellation of icons.

What is your strategic vision moving forward?

Clarity is essential. Clarity leads to consistency, and consistency leads to success.

We are leaders in our price segment, and that’s where we will stay. I’m not here to create fantasy watches. I’m here to deliver reliable, beautifully designed Swiss timepieces at accessible prices. And I am proud of that. Accessibility is not something to be ashamed of – it’s a strength.

What are the main challenges Longines faces today, both as a watch brand and as a global company?

Volatility is the new normal. You wake up with news, you go to sleep with news. The key is to stay calm, avoid panic, and remain close to the consumer so you can anticipate rather than just react.

Challenges are good. Life without challenges is boring. I come from a country where we learned how to survive, adapt, and grow through challenges. Every challenge is an opportunity!

Longines has a long history as the Official Timekeeper of major sporting events, including FIS competitions. How central is professional timekeeping today in Longines’ overall brand strategy?

Sport is fundamental to who we are. Longines was originally a functional watchmaker, deeply involved in precision timekeeping—chronometers, high-frequency movements, split-second timing. Today, sport represents reliability and credibility. It’s about trust. We don’t just measure time – we register history, emotions, and memories.

I remember presenting a watch to a jockey after a major win. He looked at it with tears in his eyes. That watch became a life companion, a reminder of that moment. That’s why we do what we do. Sales may follow eventually, but my goal is to put Longines in people’s hearts. If you take care of relationships, relationships take care of business.

For more details, please visit www.longines.com.