Patrick Aoun’s Rise Reflects the UAE’s Growing Influence in the Luxury Watch Industry
In a move that signals the increasing global influence of the Middle East in the world of haute horology, Patrick Aoun has been appointed President and CEO of Longines, the iconic Swiss watch brand under the Swatch Group umbrella, effective June 1, 2025.
The appointment marks a significant milestone for the region’s luxury landscape, as Aoun—who built much of his career in Dubai steps into one of the most prestigious roles in the watchmaking world. Having led Longines’ operations in the Middle East and Southeast Asia for nearly two decades, Aoun was instrumental in anchoring the brand’s presence in high-growth markets through high-profile partnerships, including the Dubai World Cup and Saudi Cup, as well as the Longines League of Nations equestrian events.
Speaking from Dubai, where his career trajectory was shaped, Aoun remarked, “The concept of time has accompanied us for centuries, touching every aspect of our lives. Since 1832, we at Longines have had the privilege of giving it a deeper meaning through historical breakthrough, innovation, and elegance.”
Known for his strategic foresight and deep market knowledge, Aoun’s leadership has been central to Longines’ retail expansion across the GCC and Asia, with a sharp focus on maintaining the brand’s legacy of precision, elegance, and sporting excellence. His promotion to global CEO follows the departure of Matthias Breschan, who stepped down after five years at the helm.
Born in Lebanon and fluent in Arabic, English, and French, Aoun embodies the cosmopolitan spirit of Dubai where heritage, ambition, and innovation converge. He began his career in beauty with Coty Middle East before transitioning into luxury watchmaking via Rado, and later, Longines.
“Heritage is a compass, not an anchor,” Aoun said. “At Longines, we are guided by tradition but not confined by it. What drives me is the opportunity to honour the brand’s legacy while pushing it forward—that’s where the magic happens.”
Aoun’s appointment underscores the strategic importance of Dubai and the broader region in shaping the future of global luxury brands. As the city continues to solidify its status as a luxury capital, regional executives like Aoun are increasingly stepping onto the world stage not only as market players, but as decision-makers steering international brands into their next chapter.
With Longines outlets in over 150 countries and a long-standing heritage as the official timekeeper for world sporting events, the brand is set to thrive under Aoun’s leadership, anchored in Swiss craftsmanship, but with a distinctly global, and unmistakably Dubai-forward, point of view.
