Bennouna, new CEO of Victorinox Swiss Army

Victorinox Swiss Army Watch SA has named Alexander M. Bennouna as its new chief executive officer. Bennouna had been its vice president of international sales since 2004. His appointment was effective in late October.

Bennouna replaces Sue Rechner, who resigned in May. Rechner had also been president of Victorinox Swiss Army Inc. (the company’s North American operation), a post now held by J. Merrick (Rick) Taggart.

The appointment of Bennouna, who is based in the headquarters at Bienne, Switzerland, is part of the company’s centralization of strategic functions, again, in Switzerland.

Bennouna, 40, has extensive experience in the watch industry although he began his professional career in jewelry in Paris.