NEW YORK — Harry Winston is moving ahead with plans to expand its watch business.

As part of that strategy, Jon Omer has joined the Fifth Avenue jeweler as vice president of its U.S. timepiece division. He replaced Steven Shonebarger, who left the firm for Bulgari, where he is wholesale director.

Most recently, Omer was vice president and commercial director at Buccellati Gold Corp. He also previously worked as director of wholesale distribution at Bulgari.

Patricia Hambrecht, Harry Winston’s president, said Omer will help expand the timepiece business, as well as open premium doors. She said his “business acumen, key relationships with retailers and leadership will provide powerful assets to our organization.”

Last March, Hambrecht set out Winston’s growth strategy in an interview with WWD and emphasized that expanding its watch offerings was part of the plan. Harry Winston’s watches retail for $6,500 to $102,000 and are sold through 20 doors.