Peter McKenna has been promoted to become chief executive of Rotary Watches Ltd.
The former multichannel director and head of digital took up the post in August.
Rotary has seen a number of senior management changes this year as the company’s Chinese owner, CWJ, looks to return the company to growth after a disappointing 2016.
Victoria Campbell resigned as CEO in February.
The new CEO says CWJ is looking for a more structured approach from Rotary as it repositions its product lines. A push upmarket towards Swiss-made watches priced at £500-600 is being reversed because sales disappointed. “We are a mass market brand. Consumers expect quality watches priced in the region of £150 to £250 from Rotary,” Mr McKenna tells WatchPro. “Indies and multiples like the new direction,” he adds.