Swiss watch brand Anonimo has announced the appointment of its new CEO. The role has gone to Julien Haenny, who has been the brand’s Marketing and Communication Director for the last year.

He has already made a name for himself in the watchmaking industry, where he has honed his skills over the last ten years. His experience covers merchandising, events management and media work; dealing with mass-market, exclusive and innovative products, versatility and diversity were the watchwords that defined his years at Hugo Boss, Jaeger-LeCoultre and TechnoMarine.

In September 2015, he joined Anonimo Watches as Marketing and Communication Director. At Baselworld last March, Julien took over the company’s reins.

Following a first period of analysis, a new challenge has been handed to him with confirmation of his appointment as the brand’s CEO. This appointment represents a major step in the brand’s redevelopment strategy, which was introduced earlier this year.