Philippe Belais is the new president and CEO of the upscale Swiss watch brand, Bertolucci S.A. He replaces Marc Bernardt, who left the company, effective Aug. 31. Belais’ appointment was announced by Charles M. Jayson, chairman of Dickson Concepts International, whose purchase of Bertolucci was completed early this year.

A company statement said Bernardt—who became president in August 2004—had “effectively managed the business while it was going through an ownership transition, maintaining … Bertolucci watches and its worldwide distribution network.”

Dickson Concepts International says it plans to “re-deploy the Bertolucci brand, developing new watches and jewelry in the upmarket tradition the company has enjoyed for many years.”

Berlais has 15 years experience in the luxury watch brands, including Lancel and Dunhill. In the past five years, he was managing director of Van Cleef & Arpels.

Bertolucci, headquartered in Marin, Neuchatel, Switzerland, produces about 10,000 watches a year. The United States is one of its biggest markets. Its watches, primarily for women and aimed at the mid- and upscale segments of the watch market, start around $2,000 retail, with an average selling price of about $5,000.

JCK