Major Moves at A. Lange & Sohne and Baume & Mercier


Just a month into the new year, two Richemont watch companies installed new North American presidents. Glashütte, Germany-based A. Lange & Söhne tapped Silvia Juarez-Henry as its brand president in North America. Her predecessor, Gaetan Guillosson, is now A. Lange’s top executive in the Asian Pacific region. Juarez-Henry has served Richemont in prior roles, both at its Swiss headquarters and then in the States as its human resources chief.

Silvia Juarez Henry Headshot
Silvia Juarez-Henry

The new U.S. leader for Geneva-based Baume & Mercier also has prior Richemont experience: Frédérick Martel served as IWC North America’s director of marketing and communications. (His most recent post was Audemars Piguet’s vice president of sales and marketing in the Americas.) Baume’s prior U.S. brand president, Rudy Chavez, has moved to another Richemont division but still works this side of the Atlantic: he’s now Cartier North America’s vice president of specialist retail.

Frederick Martel 3L2A3113edit (1)
Frédérick Martel