Respected watch industry veteran Stacie Orloff is the new president of Swiss luxury watch brand Bell & Ross USA, JCK has learned.

The appointment, which hasn’t been officially announced yet, was effective May 12.

Orloff was formerly the long-time president of luxury brand Corum USA, but left earlier this year in a management restructuring.

Orloff, with her team, was responsible for Corum’s successful move into the U.S. luxury market in 2000, building Corum USA from a brand with no points of sale here and a $1,500 entry price into today’s well-known prestigious brand retailing for $3,000 to $500,000 (and most sales between $8,000 and $10,000), with 175 points of sale in North America.

No changes in the U.S. operations, staff or Miami, Fla., headquarters of Bell & Ross Inc. are planned.

Bell & Ross is best known for its sturdy and precise black, square watches with rounded corners and luminescent markers.

It began in 1992 when a team of designers and specialists in aircraft and space controls joined to create watches suited to professional use, especially the demands of men facing extreme situations. Today, Bell & Ross watches are worn by pilots, divers, astronauts—even bomb disposal experts—as well as men in everyday use.

The company is located in La Chaux-de-Fonds, Switzerland, in a modern facility where its watches are designed, assembled and manufactured.

JCK