Breitling Announces Jean-Marc Pontroué as its New CEO and Confirms its Strategy of Consolidation Around its “House of Brands”

According to a press release issued late yesterday, the Swiss watchmaker is continuing to structure its “House of Brands” model, initiated by Georges Kern, with several key changes within its leadership. Among the most talked-about announcements is the appointment of Jean-Marc Pontroué, former CEO of Panerai. Effective May 1, 2026, he will officially assume the role of Breitling’s new CEO. A recognized figure in contemporary watchmaking, having worked at Montblanc and Roger Dubuis, Jean-Marc Pontroué left the Florentine brand Panerai (Richemont Group) about a year ago. His departure was made public shortly before Watches and Wonders 2025. The brand did not comment on the announcement; however, some observers felt it was necessary for Panerai to refocus on its iconic models.

Jean-Marc Pontroué’s arrival is part of a broader internal restructuring effort. Georges Kern, who has been at the helm until now, intends to continue the strategic development of the “House of Brands” project and expand the group’s scope.

The House of Brands concept was unveiled during the latest Dubai Watch Week. The goal is to create a cohesive collection of complementary brands capable of covering different segments of the luxury watch market, while maintaining a strong identity for each. The group will thus be restructured around Breitling, Universal Genève, and Gallet, two brands that have been relaunched or are undergoing repositioning.

The other announced appointments reinforce this vision. Gregory Bruttin takes over as CEO of Universal Genève; Breitling acquired this prestigious but somewhat forgotten brand toward the end of 2023 with the intention of revitalizing its brand image. Erwan Rossignol will be appointed to lead Gallet, whose relaunch is expected in the coming months. Antoine H. Loron becomes President of Breitling USA & Canada, succeeding Thierry Prissert, who now serves as Chairman of the Board of the House of Brands for the North American market. These appointments reflect a shared ambition: to enhance the group’s agility in the face of an increasingly demanding luxury market, while relying on experienced professionals capable of supporting the brands through their transformation cycles.