Luca Bernasconi

President & CEO
, , United States

Professional Overview

Luca Bernasconi is a seasoned executive with over 20 years of experience in the luxury watch industry. As the President and CEO of Rolex Watch U.S.A., he leverages his deep understanding of the market, strong leadership skills, and strategic vision to drive the company's growth and solidify its position as a premier luxury brand.

Experience Summary

Current Role

As the President and CEO of Rolex Watch U.S.A. since 2019, Luca is responsible for overseeing all aspects of the company's operations in the United States. Under his leadership, Rolex has continued to expand its market share and enhance its reputation for exceptional quality and craftsmanship. Luca's strategic decision-making, coupled with his focus on customer satisfaction and brand positioning, has been instrumental in maintaining Rolex's status as a global leader in the luxury watch industry.

Career Progression

Prior to his current role, Luca held several key positions within the Rolex organization. From 2016 to 2018, he served as the President and CEO of Rolex Canada Ltd., where he oversaw the company's successful expansion into the Canadian market. Before that, he held the role of Vice President of Sales at Rolex Watch U.S.A. from 2010 to 2016, during which he played a pivotal role in strengthening the brand's distribution network and driving sales growth. Luca's career with Rolex began in 1999 when he joined the company's Production-Commercial division at its headquarters in Switzerland.

Academic Background

Luca holds a Bachelor's degree in Business Administration from the University of Lausanne in Switzerland, where he specialized in International Business and Marketing.

Areas of Expertise

Luca's areas of expertise include:

• Luxury brand management

• Sales and distribution strategy

• Operational optimization

• Financial management

• Strategic planning and implementation

• Team leadership and talent development

Professional Impact

Throughout his career, Luca has demonstrated his ability to drive sustainable growth and profitability. Under his leadership, Rolex Watch U.S.A. has consistently outperformed industry benchmarks, solidifying the company's position as a market leader. Luca's focus on innovation, customer experience, and employee development has been instrumental in maintaining Rolex's reputation for excellence and fostering a culture of continuous improvement.

Conclusion

With his extensive industry experience, strategic vision, and proven track record of success, Luca Bernasconi is well-positioned to continue leading Rolex Watch U.S.A. to new heights. His dedication to the brand, combined with his strong leadership skills and deep understanding of the luxury market, make him a valuable asset to the company and a respected figure in the industry.