ith nearly thirty years of experience in the luxury industry, more than seventeen of which in watchmaking, Antoine Pin has built an international career within some of the world’s most prestigious Maisons. His career has unfolded across three distinct phases: first in marketing, notably at TAG Heuer, before moving to Boucheron and then Zenith in product marketing leadership roles; then the management of international markets, in the United Kingdom and across Asia, in Japan and Korea; and finally general management, first at Berluti, then at the helm of Bulgari’s watchmaking division, and most recently as CEO of TAG Heuer.

At De Bethune, Antoine Pin will work to grow the Maison and build the conditions for its sustainable future, in close partnership with Denis Flageollet.

For Denis Flageollet, De Bethune’s Founder and Master Watchmaker, the appointment has an organic logic to it: “Antoine joins De Bethune with a profound respect for what we have built over the years. From our very first conversations, I was struck by his understanding of our culture, our independence and our vision of watchmaking. We share the same conviction: to preserve the essence of De Bethune while giving it every means to grow. I very much look forward to welcoming him to the Maison.”

Justin Reis, Chairman of the Board of De Bethune, adds: “For nearly twenty-five years, Denis has pursued a deeply personal vision of watchmaking through De Bethune. His independence of mind, his uncompromising standards and his determination to push the boundaries of creative expression have produced a Maison unlike any other. Antoine brings the experience, the sensitivity and the deep appreciation of craft that this next chapter demands. We are convinced that their complementary strengths will be a tremendous asset for the future — and the continued independence — of De Bethune.”

Antoine Pin sees in De Bethune an opportunity to join a Maison whose values speak directly to his own path: “What has always fascinated me about De Bethune is the integrity of the approach and the intensity of its ambition. Denis seeks to understand the world through watchmaking, and to express its beauty. That vision, joined to an uncompromising standard of horological mastery, has produced something truly singular. I am joining the Maison with real humility and genuine enthusiasm — to contribute to its development, reinforce its foundations and support its long-term future, without ever compromising what gives De Bethune its strength and its identity."

Founded in 2002 in L’Auberson, in Switzerland’s Canton of Vaud, De Bethune is a Manufacture dedicated to exploring the essence and beauty of the world through horological research and creation. From conception to execution, every component is developed within its workshops, where the most advanced technologies serve a centuries-old culture. In watchmaking, tradition is innovation. Not to reproduce, but to create. To master every craft, without exception. To forge connections between watchmaking and the full breadth of human knowledge, with nature as a constant source of inspiration. Chronometry, materials, decoration, mechanics – each discipline is pursued without compromise, with the rigour of the old masters and the freedom of pioneers. Eight patents, 31 calibres, a distinctive and understated aesthetic. The expression of the art of watchmaking in the 21st century.