Zurich, Switzerland—De Grisogono has appointed industry veteran Keith Rosen as its general manager of the Americas.

In his new role, Rosen will oversee the operations of the brand in the United States, Canada, Latin America and the Caribbean.

He joins the team with more than 35 years of experience in jewelry and watches.

Rosen started his career with Tourneau in 1989. After that he went to Richemont, where he held positions at Panerai and most recently Piaget, where he served as vice president, North America, beginning in 2000.

His appointment to the role coincides with De Grisogono’s plans to expand in the Americas, the brand said.

The jeweler also has been reorganizing since disappointing sales led the company to lay off several employees last spring.

The reorganization has included the naming of a new CEO—former Piaget executive Céline Assimon—in late December, whose role will include expanding the brand’s product offerings to appeal to a wider variety of consumer.

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