The integration of Bulova and Citizen into one company has finalized and the company will now conduct business as Citizen Watch America.

While both Citizen and Bulova, which was acquired by Citizen Watch Co. Ltd. in 2007 for $250 million, will continue to operate as distinct brands, they will now function as one company.

This integration has led to key staff changes. Jeffrey Cohen, who was named president of the Bulova Corp. in addition to his role as president of Citizen Watch Co. of America in 2016, is now president of the consolidated company.

“Jeffrey’s new position as president of the newly formed integrated company will provide an excellent opportunity for Citizen Watch to take broader advantage of his exceptional vision, managerial skills and industry-wide relationships,” said Toshio Tokura, president of Citizen Watch Co. Ltd., which is based in Japan. “Both the Bulova and Citizen brand teams will now share a common vision: offering the most compelling collection of brands and products that are loved, favored and respected throughout the world.”

The other staff changes are as follows: Michael Benavente has been named managing director of Bulova US, Caribbean and Latin American markets; Eric Horowitz has been named managing director of Citizen US and Caribbean markets; Stephen Miller has been named chief operating officer of Citizen Watch America; John Wille has been named chief financial officer of Citizen Watch America, and Trish Keller has been named chief technology officer of Citizen Watch America.