She replaces David Kellie, who has taken over as chief executive at the Diamond Producers Association, and will report to David Hurley, executive vice-president of Watches of Switzerland Group USA.
Ms Reed joins from Surface Media where she was a VP responsible for sales, marketing, and publishing of Watch Journal.
Prior to that, she held a number of senior level positions in the luxury space including global associate vice-president for Akris and director of public relations and communications for Patek Philippe.
“We are thrilled to have Katie join our team during a time of such exponential growth for Watches of Switzerland in the US,” says Mr Hurley. “Her expertise in luxury goods and deep connections in the watch industry will prove to be invaluable to our continued success in the North American market.”
Ms Reed adds: “The Watches of Switzerland Group has a culture that defines its competitive advantage across continents and industries. I am elated to join this evolution, particularly the group’s
dedication to expansion in the United States.”