Most recently the chief executive of TAG Heuer, Antoine Pin has just started in the top job at De Bethune, the independent watchmaker owned by American watch retail giant The 1916 Company.
De Bethune in its entirety sells as many watches in a year as a single TAG Heuer boutique does in a few months, so the scale is entirely different, as is the price segment and target audience. It’s almost a certainty that Mr Pin was tapped by De Bethune’s owners to take the brand to the next level in terms of size and reach, an ambition that now seems realistic given the success of F.P. Journe.
Mr Pin will lead De Bethune alongside Denis Flageollet, the brand’s cofounder who has been its technical driving force since the beginning. He takes over from Pierre Jacques, a two-time chief executive of De Bethune who ran the brand from 2010 to 2015, and then again from 2017 to 2025 after a change in ownership.
With an extensive track record in watchmaking going all the way back to Sainte-Croix in the 1990s, Mr Flageollet’s technical prowess is unquestionable; amongst his recent creations is the Sympathique clock in collaboration with Louis Vuitton.
His watchmaking talent will be complemented by Mr Pin’s management and marketing know-how, skills honed over two decades at LVMH, where he climbed the ranks and held various management roles at Berluti, Bulgari, and Zenith. He was chief executive of TAG Heuer for almost 18 months before a surprise departure at the start of 2026.
