Gucci Group has appointed a new president and managing director for Paris-based Boucheron International, one of the world’s most prestigious and exclusive brand of jewelry, watches and perfume.

He is Massimo Macchi, who has been Gucci Group’s vice president and the general manager of its Boucheon watch and jewelry business since January. His appointment was effective June 11. He will also continue to oversee the Group’s watch and jewelry business, as Gucci Group vice president.

Macchi replaces Jean-Claude Le Rouzic, who is leaving Boucheron since Gucci Groupo acquired it in May 2000.

Prior to coming to Gucci, Macchi was at Bulgari Group, as executive vice president of jewelry, watches and accessories sales and later, executive vice president and chief executive of the perfume division. Previous to that, he was vice president for marketing and sales at American Express Italia Co.

Domenico De Sole, Gucci Group president and CEO, cited Macchi’s ”solid understanding and great experience in the luxury goods industry in general, and in the jewelry and watches segment in particular.

”He possesses great knowledge of global sales and marketing strategies as well as product development and trends,” said De Sole. Macchi’s “excellent leadership skills . will be great strengths as we build Boucheron as one of the world’s leading jewelry, watch and perfume brands.”

Gucci Group N.V. is one of the world’s leading multi-brand luxury goods companies. Its brands include Gucci, Yves Saint Laurent, Sergio Rossi, Boucheron, Roger & Gallet, Bottega Veneta, Alexander McQueen, Stella McCartney and Bédat & Co.

JCK