Chief executive officer and chief creative officer of Georg Jensen, David Chu, has announced the appointment of Steve Amstutz as chief commercial officer for the brand. 

Amstutz officially started his new position on July 1 2015, reporting directly to Chu. He will be responsible for all sales and marketing at the company.

Since joining the Danish design house in April 2014 as regional president for Georg Jensen Europe, Amstutz has been responsible for EMEA operations across all channels in all five product categories – jewellery, watches, hollowware, men’s accessories and living Georg Jensen.


Specifically, Amstutz has overseen the design brand’s continued expansion across Europe, with key store openings in Germany and the United Kingdom – as well as Georg Jensen’s return to the prestigious Baselworld Watch and Jewellery Show in Switzerland following a five-year absence.

In his new role he will be responsible for translating this momentum to Georg Jensen’s growing business in APAC, with particular focus on the company’s introduction into China – where a new flagship is due to be unveiled in Beijing this September.

Amstutz has more than 20 years of experience in the luxury goods industry, having started his career at Swatch Group before joining TAG Heuer in Switzerland as international trade director. He subsequently moved to the United States as vice-president of sales, where TAG Heuer revenues tripled during his six-year tenure to become North Amer­ica’s fastest-growing luxury watch brand. In 2009, he transferred to London as global commercial director of Vertu, supervising its trade channels across all regions.

Meeling Wong, president of North America, will continue to head operations in that mar­ket, and will also continue reporting directly to Chu.

David Chu, comments: “Steve’s knowledge of the luxury sector speaks for itself, and we are delighted he is taking on this pivotal role as we continue to develop our core strategy through considered expansion into new marketplaces, bringing the Georg Jensen lifestyle to a growing audience of discerning customers the world over.”

Amstutz, remarks:“I look forward to maintaining the legacy and val­ues of this iconic Danish design house as we explore new ways to bring our unique DNA of craftsman­ship and collaboration to a customer base.”