Patrick Aoun reflects on his 19-year journey with Longines.

Patrick Aoun is no stranger to the horology department. A name so synonymous in the world of luxury watchmaking, Aoun’s embrace in his role as CEO paved the way for new, exciting developments. Longines has been a part of his life since 2007, when he oversaw the brand’s business developments in the Middle East and Southeast Asia. Later, in 2017, he further honed his executive capabilities as the management delegate for Swatch Group India—an experience that undoubtedly positions him to elevate Longines to new peaks.

Longines CEO, Mr Patrick Aoun

“Longines has been a beautiful journey that has 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, Southeast Asia, India and other regions. Working across so many cultures has truly widened my horizons.

My journey taught me 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,” expressed Aoun.

Kicking off the year, Longines elevates the allure of watchmaking with the unveiling of the latest HydroConquest collection. Catching up with him, we discussed everything from his personal journey with the brand, his vision and his ultimate timepiece to wear on a daily basis.

What does Longines mean to you?

Patrick Aoun: Longines is an inspiration, a lifestyle. The brand stood historically for courage, innovation, empowerment, resilience, and above all for tradition, performance and elegance. Elegance, in particular, is something we’ve been redefining internally over the past years. While elegance is timeless, it’s also dynamic.  Elegance is much more than just a suit behind a desk or a fancy dress at a cocktail party. Elegance is an attitude! It can be sporty, dynamic, casual, or fun. It can exist in many aspects of life. It transcends short lived trends, it’s the thread that connects our history to our present across generations, countries and cultures.

How does Longines maintain its heritage while staying relevant in a fast-paced market?

PA: What makes watchmaking so special is the way it takes inspiration from its past to create for the future. At Longines, our heritage is a real strength. We have over 190 years of designs and innovations to draw from, and they continue to inspire our modern collections. It’s all about balance: honouring tradition while giving it a contemporary twist. That’s what keeps Longines both timeless and relevant.

Since we’re talking about a rapidly changing market, has the target audience changed over the years, and how is Longines adapting to meet their needs?

PA: The watch industry is changing fast. Today’s consumers are more demanding, they want pieces that are beautiful, practical and reliable. To stay relevant, Longines must innovate continuously while honouring its traditions.

What is your vision for Longines in 2026 and beyond—what are the short-term and long-term goals for the brand?

PA: My priority is simple: to strengthen our leadership in our price segment while remaining true to our identity and our slogan, “Elegance is an attitude.” This means offering strong collections, maintaining the highest standards of quality, working closely with our partners, and delivering an impeccable customer experience, both in boutiques and online.

Can you share insights about any recent collaborations to highlight in 2026?

PA: Among our new releases, the latest HydroConquest models stand out. Launched on March 26 this year, they feature updated proportions, vibrant dials, ceramic bezels, and, for the first time, Milanese mesh bracelets that are as comfortable as they are elegant. Inside, a Longines exclusive automatic movement with a silicon balance-spring ensures precision and reliability. It’s a watch designed for today’s lifestyle: versatile, elegant, and robust enough to move seamlessly from adventure to everyday life. Our Ambassador of Elegance, Henry Cavill, is the face of the campaign.

And that’s just the start! 2026 will bring more exciting releases and surprises that we can’t wait to share.

Longines Ambassador of Elegance Henry Cavill

Lastly, if you had to choose, which Longines timepiece would you consider the ultimate companion for your day-to-day?

PA: I really love the new 39-mm HydroConquest with black dial, luminous blue ceramic bezel, and Milanese mesh bracelet, a first for the collection. Sporty, elegant, and built for any adventure.