PARIS — Boucheron has named Louis de Meckenheim its new marketing director, WWD has learned.

De Meckenheim joins the PPR-owned luxury brand from neighboring Place Vendôme jeweler Van Cleef & Arpels, where he was most recently director of marketing for watches.

At Boucheron, he will be in charge of its product offer and brand image strategy.

De Meckenheim started his career in the automotive industry before moving over to Van Cleef in 2002, most recently developing jewelry watch collections.

He is the latest addition to a new management team at Boucheron, which last September appointed Claire Choisne as director of creation, and last June welcomed a new chief executive officer, Pierre Bouissou.

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