Independent Swiss watchmaker De Bethune has appointed former TAG Heuer chief executive Antoine Pin as its new CEO, marking a significant leadership change ahead of the brand’s 25th anniversary.

Pin will lead the next phase of De Bethune’s growth alongside founder and master watchmaker Denis Flageollet, with a focus on expanding the brand while preserving its identity and independent spirit.

The luxury executive brings nearly 30 years of experience to the role, including leadership positions at TAG Heuer, Bulgari, Berluti, Zenith and Boucheron. He succeeds Pierre Jacques and joins De Bethune as the brand looks to strengthen its global presence under the ownership of The 1916 Company.

Founded in 2002, De Bethune produces around 400 watches annually and has earned a reputation for its innovative watchmaking, developing 31 in-house calibres and securing eight patents. With Pin overseeing the commercial side and Flageollet continuing to lead creative and technical innovation, the Swiss maison is positioning itself for its next chapter without compromising the craftsmanship that has made it one of independent watchmaking’s most respected names.