Mike Tschida Joins Richemont International as Director of Entertainment in New York

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Mike Tschida has joined Richemont International in the newly created role of Director of Entertainment. Tschida will serve a portfolio of luxury Maisons including Cartier, Van Cleef & Arpels, Piaget, Montblanc, Alfred Dunhill and Chloé, among others.

Mike Tschida has joined Richemont International in the newly created role of Director of Entertainment. Tschida will serve a portfolio of luxury Maisons including Cartier, Van Cleef & Arpels, Piaget, Montblanc, Alfred Dunhill and Chloé, among others. Tschida will divide his time between Richemont’s North America headquarters in New York and Los Angeles, Geneva and Paris. He will focus his efforts on advising each Maison on all entertainment marketing efforts including celebrity procurement, placements for film, television and red carpet, as well as brand alignment opportunities all under Richemont’s Public Relations department.

Tschida brings a rich knowledge from his own entertainment marketing firm in Los Angeles which handled celebrity procurement, sponsorship, licensing and brand building. Prior to forming his own company, Tschida worked as part of the celebrity endorsement and sponsorship teams of Special Artists Agency and William Morris.

Richemont International owns a portfolio of leading international brands called ‘Maisons’ which are managed independently of one another, recognizing their individuality and uniqueness. The businesses operate in four areas: Jewellery Maisons being Cartier and Van Cleef & Arpels; Specialist Watchmakers being A. Lange & Söhne, Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Officine Panerai, Piaget, Roger Dubuis and Vacheron Constantin, as well as the Ralph Lauren Watch and Jewelry joint venture; and Other being Alfred Dunhill, Chloé, Lancel, Montblanc and Net-A-Porter, as well as other smaller Maisons and watch component manufacturing activities for third parties.

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Isabelle Kellogg
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