In April 2014, the Rolex Group announced the appointment of Jean-Frédéric Dufour, the next CEO, to succeed Gian Riccardo Marini, 64, Previously Dufour was CEO of LVMH's Zenith brand, having previously worked for Chopard and Ulysse Nardin. Du Fauer, 45, joined Zenith in 2009. Zenith brand was founded in Switzerland in 1865, with a history of 150 years, the quartz watch in the 1970s by the impact of the 2000 acquisition by LVMH. Duffer joined the Zenith when it came to recover Zenith. Zenith rose from 8,000 in 2009 to 50,000 in 2013. Jean-Frédéric Dufour Also working with Dufour at the LVMH watch division are Jean-Claude Biver, the Hublot CEO of the newly acquired LVMH brand in 2008; and similarly, more than a hundred Jean-Christophe Babin, CEO of the historic TAG Heuer. Why did Duffer leave LVMH? DuPont in LVMH 5 years, in the revival of the mechanical watch when the high-end Rui table image, made a good record. Zenith's sales reached 1 billion yuan in 2013, and the sales volume in five years almost increased 10 times. In early 2014, the LVMH watch and jewelery division was greatly adjusted and split into an independent watch and jewelery division. Personnel is also a major adjustment. Former director of the watch and jewelery division, Francesco Trapani, head of the Bulgari family, has been promoted to the consultant of the chairman of the group, Arnault; the jewelery division, run by group managing director Antonio Belloni, ; Watches department led by Jean Claude Beaver, including TAG Heuer, Hublot, Zenith and other watch brand affairs. Beverly has 40 years of experience in the watch industry, with a wealth of experience, especially in marketing. In 2004, when it acquired Unusual brand Hubun, its sales volume was only 160 million yuan. By 2013, Hublot sales reached 2.5 billion yuan. 10 years time increased by 14 times. Jean-Claude Biver Dufour, who also grew 10 times as long as LVMH worked hard to complete Zenith five years ago, should be unwilling. Duffer Zenith in the body as much as the performance of the Buddha, the contribution of LVMH is the same. The author believes Dufour lost LVMH watch the CEO's position is the direct cause of Du Fuer another job. Different tabulation concept of Zenith and Yu ship In addition, in the style of conduct and business philosophy, Duffer and Beaver are very different. Du Fuer in the revival of the true strength of the road, prominently is the history of mechanical watch when the real power, when the true strength of the brand long, the handedness of Zenith watches; Buddhism on the rise of Hublot, the incident Sex marketing, mainly combined with sports activities, F1 racing, NBA, FIFA, etc .; products highlight new technology and new materials. This change of CEO is Rolex's third coaching change in five years since 2008. Duffer Rolex was founded in 110 years since the sixth head. Frequent CEO changes reveal that Rolex has had tough problems with top management: the need for a core helper. Rolex is a privately held company, majority owned by the founder of the Wellsdorf Foundation. Hans Wilsdorf founded Rolex in 1905, the main push super waterproof performance - the unique design of the Oyster case, to establish a precise brand-name - CISC certification, opened the Rolex Hundred years brilliant. Rolex founder Wellsdorf In 1964, Andre J. Heiniger, who was promoted by Will Stiefe, succeeded Rolex's managing director. Old Heinig was enrolled in Wellsdorf, recognized by Britain in 1948, and succeeded in completely inheriting the mantle of Wellsandorf in business philosophy and product pursuit. Lao Heinig in the last 30 years, the Rolex brand to the world. Andre J Heiniger In 1992, Old Heinig handed Rolex Group handsome print to his son Patrick Heiniger. Heineken has been serving Rolex for 16 years before, and his business philosophy is the same as his father. Unfortunately, the financial crisis that erupted in 2008. Heineken is said to have invested in Madoff, causing Rolex to lose $ 1 billion. Heinz suddenly announces his retirement from Rolex in full swing, ending the steady run of Rolex management. In March 2014, only 63-year-old Heineken died. I believe that small Heinig is depressed and eventually. Patrick Heiniger Bruno Meier, a former CFO who was on the verge of death, took over in 2008, and Gian Riccardo Marini, the Rolex CEO of Italy, came to save after Mel's resignation in 2011. Now, Marini is not a suitable candidate. And can not lead Rolex to move forward. Bruno Meier Will the arrival of Duffer satisfy Rolex's directors? Rolex's choice? The Rolex Group ranks third in sales, with the only Rolex and Tudor brands, and the Group's sales are primarily from the premium Rolex brand. Rolex sales in 2013 were about 22 billion yuan, while mid-tier Tudor sales were only 1 billion yuan. Although the value of Rolex brand top Rui table, but the brand composition and sales of the entire group, and the industry leader Swatch group is still a gap. Omega, the flagship high-end brand of Swatch, achieved sales of RMB15.6bn in 2013, accounting for about 31% of the Group's sales. Longines with mid-end sales of RMB8.2bn, Tissot with sales of RMB6.9bn, Together, they account for about 30% of Group's sales. In the mid-end brand competition, Swatch Group won the Rolex Group. Rolex Group to catch up in the scale of Swatch, is bound to vigorously develop the mid-end brand Tudor. Gian Riccardo Marini Dufour's arrival, Rolex Group can help to achieve better development? Most likely. First, Dufour's brand management experience. At LVMH, Dufour succeeded in revitalizing Zenith and its philosophy at Zenith was in line with Rolex's values; moreover, Dufour was fully committed to the next 20 years. Long-term stability of the business policy is exactly the cornerstone of Rolex's success over the past century. Perhaps Duffer is the right choice for Rolex. What's more, Tudor is the second-hand set-up by Rolex founder Wellsdorf, and has a better background than Zenith. But Dufour has a weakness, he is now just a professional manager. As a founder of Wellsdorf, or as a Heineken family who is considered to be Wellsdorf himself, Dufour's career manager may be an obstacle to him. The ability to move and win the trust of the Wellsdorf Foundation is key to Dufour's long-term growth at Rolex. Perhaps Dufour can become the next Andre Hennig.