De Bethune Announces Antoine Pin As It's New CEO

As the Swiss manufacturer nears its twenty-fifth year in operation, De Bethune has named a seasoned luxury veteran to lead its executive team. Antoine Pin has officially taken the role of CEO, stepping in to orchestrate the enterprise's next phase of global expansion while safeguarding the highly exclusive reputation it holds among top-tier collectors.

Pin arrives with nearly three decades of high-end retail experience, including more than 17 years dedicated strictly to the watch sector. His professional background features extensive marketing and regional management roles across Europe and Asia for prominent labels like Boucheron, Zenith, and Berluti. Most notably, Pin successfully directed Bulgari’s horology operations before stepping into his most recent position as the top executive at TAG Heuer.

In his new capacity, Pin will function as the crucial link between the manufacturer's two main pillars, Denis Flageollet, who remains the undisputed artistic and mechanical guide, and the 1916 Company. This corporate group which was formed following the merger of several entities including WatchBox, a brand that purchased a controlling interest in the Swiss brand in 2021, provides a robust backing and an established network in the premium collector space.

A Progressive Force

Established in 2002 by David Zanetta alongside Denis Flageollet in the Swiss municipality of L’Auberson, the enterprise operates on a deliberately constrained scale, crafting roughly 400 timepieces annually. Despite this low production volume, their mechanical achievements are vast. Over the past two decades, the horological laboratory has registered eight distinct patents and engineered thirty-one calibers, earning acclaim for its futuristic designs and meticulous hand-finishing.

The primary objective moving forward is to elevate this coveted, small-batch manufacturer into a more globally recognized force, a transition that requires specific corporate expertise which the company has found in Antione Pin.

A Balanced Scale Of Exclusivity and Growth

The core challenge for any niche creator is increasing commercial output without diluting the rarity and inventive spirit that made the products desirable in the first place. Addressing the leadership change, Flageollet expressed that the incoming executive completely grasps the manufacturer's autonomous culture. The master watchmaker has further noted their shared dedication to scaling the business operations while fiercely protecting the fundamental character of their timepieces. To check out De Bethune latest collaboration with Louis Vuitton click here. 

Along the same line, Pin  has also voiced his admiration for the brand's dedication to mechanical perfection and artistic purity. He emphasized his commitment to fortifying the company's commercial framework to ensure long-lasting market resilience, aiming to achieve this without sacrificing the unique traits that define their watches.

Navigating the contemporary Swiss watch market requires independent brands to juggle rising production expenses alongside complex distribution networks. However, with Pin’s formidable corporate leadership, Flageollet’s ongoing mechanical originality, and the financial infrastructure provided by the 1916 Company, it can be said that the L’Auberson based manufacturer is strategically positioned to elevate its global standing in the coming years.