Our Board Members

Luc P. Perramond

Board Member

Executive Profile

Luc P. Perramond is a distinguished Global CEO, Chairman and Board Advisor with over 30 years of premier leadership experience steering iconic luxury goods, haute horlogerie and fine jewellery brands across six continents. He is renowned for driving high-impact corporate turnarounds, executing complex brand transformations, and generating significant long-term shareholder value for both prominent family-owned enterprises and publicly listed corporations.

With deep financial and operational acumen, Luc has successfully guided organisations through multi-billion-dollar liquidity events, strategic market pivots and rapid international expansions. A culturally adept leader and trusted advisor, he possesses an exceptional track record of inspiring multicultural teams and navigating intricate stakeholder environments to secure market leadership.

Most recently, as Chairman and Chief Executive Officer of Damas Jewellery, Luc revitalised the Middle East’s largest jeweller through the global pandemic and led it to a successful sale to the Titan Group (Tata Group, India) in 2025. Earlier in his career he played a defining role in the TAG Heuer leveraged management buyout, dual IPO and $1.2 billion trade sale to LVMH, and went on to lead La Montre Hermès, the Ralph Lauren–Richemont watches and jewellery joint venture, and H. Stern Jewelers across Europe and Asia.

Luc holds an MBA in Finance and International Business from The Wharton School of the University of Pennsylvania, and a DESS and B.Sc. in International Business and Marketing from Université Paris IX Dauphine. He is based in Dubai and holds a Private Pilot License.

Sectors Of Expertise
  • Luxury Brand Strategy & Re-positioning — preserving, elevating and transforming heritage brand equity across diverse global markets
  • Corporate Finance, M&A & Capital Markets — Leveraged Management Buyouts (LMBO), Initial Public Offerings (IPOs), and multi-billion-dollar trade sales
  • P&L Leadership & Value Creation — restructuring international operations and maximising margins to deliver robust top-line and bottom-line growth
  • Omnichannel & International Expansion — global distribution strategies, e-commerce integration, and extensive street-level and boutique retail footprints
  • Board Governance & Stakeholder Engagement — trusted executive and non-executive board advisor to institutional investors, luxury conglomerates and private owners
Positions Held
  • Co-Founder & Principal — MEDIUM RARE Ltd, Dubai (premium & luxury footwear, leather goods and fashion accessories distribution across the GCC) (October 2024 – Present)
  • Founder & Principal — Luxury Solutions Consultants DMCC, Dubai (global strategy, positioning, pricing and digital engagement advisory to luxury and fashion houses) (2017 – Present)
  • Chairman & Chief Executive Officer / Executive Chairman of the Board — Damas Jewellery, Dubai (April 2020 – September 2025)
  • President & Chief Executive Officer — Watches & Jewellery Joint Venture (Ralph Lauren Group & Richemont), Geneva (2015 – 2016)
  • Chief Executive Officer — La Montre Hermès SA, Bienne, Switzerland (2009 – 2014)
  • Non-Executive Chairman of the Board — Heritage Brands Ltd, Hong Kong (2012 – 2014)
  • Non-Executive Chairman of the Board — Hagerty SA, Switzerland (2009 – 2014)
  • President (Europe & Asia) & Board Member — H. Stern Jewelers, Neuchâtel, Switzerland (2002 – 2008)
  • Vice President, International — LVMH Watch & Jewelry, Marin, Switzerland (1999 – 2001)
  • Deputy CEO (1995–1999) & Chief Commercial Officer (1993–1995) — TAG Heuer SA, Marin, Switzerland (1993 – 1999)
  • President — TAG Heuer USA, New Jersey (1989 – 1992)
  • Associate Consultant — Booz Allen & Hamilton, Paris (1987 – 1989)
Key Achievements
  • TAG Heuer M&A triad (1995–1999) — a defining corporate leader in the 1995 Leveraged Management Buyout (LMBO), the 1996 dual IPO on the Zurich (SIX) and New York (NYSE) stock exchanges, and the $1.2 billion (CHF 1.2bn) trade sale to LVMH in 1999
  • Damas Jewellery turnaround & sale (2020–2025) — revitalised the Middle East’s largest jeweller (160+ stores across 7 countries) through the pandemic, restoring profitability by 2021, driving double-digit top- and bottom-line growth, and culminating in a competitive-auction sale to Titan Group (Tata Group, India) in July 2025
  • La Montre Hermès SA (2009–2014) — doubled brand sales to €167M, outperforming the broader Swiss watch industry, and opened 22 global boutiques including landmark locations such as Harrods, London
  • TAG Heuer USA (1989–1992) — multiplied regional sales fivefold from USD 10M to USD 50M, establishing the United States as the brand’s most profitable global market while streamlining distribution from 4,000 to 2,000 points of sale
  • MBA in Finance & International Business — The Wharton School, University of Pennsylvania; DESS & B.Sc. in International Business & Marketing — Université Paris IX Dauphine
Experience