Antoine Pin Named CEO of De Bethune

De Bethune, founded in 2002 by Denis Flageollet and David Zanetta, has announced the appointment of Antoine Pin as Chief Executive Officer. His mission is to support the company’s growth, strengthen its long-term foundations, and work closely with Denis Flageollet, co-founder and master watchmaker, whose technical and artistic vision remains at the heart of the brand’s identity.

This appointment comes at a strategic juncture for De Bethune. The brand, which is preparing to celebrate its 25th anniversary, holds a unique position among independent watchmakers: limited production (400 pieces, according to our sources), strong recognition among collectors, and a radical approach to watchmaking innovation. Since its founding, De Bethune has secured 8 patents and developed 31 calibers, with its expertise deeply integrated into its workshops in L’Auberson.

Antoine Pin, with nearly thirty years of experience in the luxury sector—including more than seventeen in watchmaking—is recognized for his international career at several companies in the industry. Having worked at TAG Heuer, Boucheron, Zenith, Berluti, and Bulgari, he has held positions in marketing, as regional director—notably in China and Japan—and later as CEO. He notably led Bulgari’s watchmaking operations before taking the helm at TAG Heuer in September 2024.

For De Bethune, the challenge now is to transform a highly desirable niche brand into a more established one. The company benefits from a shareholder structure that sets it apart from many independent watchmakers. In 2021, WatchBox acquired a majority stake in De Bethune. WatchBox is now part of The 1916 Company, a group formed in 2023 through the merger of WatchBox, Govberg, Radcliffe, and Hyde Park Jewelers. Justin Reis, co-founder of WatchBox, became Executive Chairman of De Bethune in 2024.

This ownership structure gives De Bethune access to a unique ecosystem: that of an international player with a strong presence in the collector’s watch market.

De Bethune currently operates under a hybrid model: an international network of about twenty specialty retailers, its own boutiques, and strategic support from The 1916 Company, the watchmaker’s majority shareholder. This group plays a central role in the distribution and collection ecosystem surrounding De Bethune, though it is not the brand’s exclusive channel.

Antoine Pin’s arrival marks a significant step forward in the brand’s development. His key role—serving as a bridge between Denis Flageollet and The 1916 Company—will be to successfully align their visions, develop innovation strategies, and continue to build the brand’s international presence.

Denis Flageollet continues to play a central role as the creative and technical driving force.

While the Swiss watch industry has been facing a period of greater uncertainty in recent years, independent watchmakers retain an advantage: rarity, creativity, flexibility, and a direct connection with collectors. But they must also navigate growing challenges, including rising manufacturing costs and an increasingly difficult selective distribution network.

For De Bethune, the challenge will be to grow without losing the essence of the brand. Denis Flageollet explains in the official press release: “Antoine joins De Bethune with a deep respect for what we have built over the years. From our very first conversations, I was impressed by his understanding of our culture, our independence, and our approach to watchmaking. We share the same conviction: to preserve the essence of De Bethune while giving it the means to continue its development. I am delighted to welcome him to the brand.”

Antoine Pin, whose tenure at the helm of Bulgari’s watch division had enabled the Italian brand to establish itself as a major player in the Swiss watchmaking ecosystem, adds: “What fascinates me about De Bethune is the authenticity of its approach and the intensity of its ambition. Denis seeks to understand the world through watchmaking and to express its beauty. This vision, combined with exceptional watchmaking standards, has given rise to a singular, one-of-a-kind brand. I join the brand with great humility and enthusiasm to contribute to its development, strengthen its resilience, and ensure its long-term sustainability, without compromising what makes it strong and defines its identity.”