Rotary Watches promotes multichannel director to CEO role


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.

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