The world’s oldest haute horlogerie manufacture with almost 260 years of uninterrupted history, Vacheron Constantin, has appointed Alexander Schmiedt as brand director for the Middle East.

Schmiedt takes charge of the brand from Yassin Tag.

Prior to his appointment at Vacheron Constantin, Schmiedt spent 11 years as the managing director of the watches division at Montblanc International, a part of Richemont Group. He was also responsible for product development and marketing of the brand’s timepieces during this period.

Speaking out on his appointment, Schmiedt said: “For somebody who is passionate about fine watchmaking, it is an honour and unique opportunity for me to work for Vacheron Constantin, the oldest watch manufacture in the world. I am greatly looking forward to further sharing this unique watchmaking heritage with the watch enthusiasts of the region."

Holding a Masters of Law degree from Vienna University, Alexander’s professional career commenced in the field of luxury timepieces when he joined his family’s business Schmiedt & Co, which served as distributors for watch brands in his native Austria and Central Europe. Subsequently, he pursued his MBA

at the Wharton School of Management in the US after which he started working for The Boston Consulting Group in Germany before joining the Richemont Group.

Bringing with him a solid experience of over two decades, Schmiedt looks forward to a fruitful stretch with Vacheron Constantin in the region.