IWC Schaffhausen names new Northeast Asia marketing and communications director

Swiss luxury watch brand IWC Schaffhausen has appointed Yoko Yeung (pictured) as its marketing and communications director for Northeast Asia, reporting directly to Lia He, managing director, Northeast Asia.

In her new role, she is tasked at leading the strategic development of comprehensive 360-degree marketing, communications, customer experience, and CRM strategies across Northeast Asia.

She will also drive the retail development roadmap to elevate IWC's luxury brand presence, accelerate business growth, and foster long-term brand desirability in Hong Kong, Macau, Taiwan and Hainan markets.

Yeung was most recently the senior manager, retail and customer at The Macallan, managing the retail development in luxury retail. Prior to The Macallan, she had helmed various senior roles at Volvo Cars, BMW Group, amongst others.

In conversation with MARKETING-INTERACTIVE, Yeung said during her four years at The Macallan, she had the opportunity to deepen her expertise in luxury brand storytelling, experiential retail, and consumer engagement. "I was particularly proud to play a leading role in developing The Macallan House in Hong Kong—the brand’s largest global flagship—which allowed me to merge customer experience with immersive retail design."

"After achieving several milestones in the premium spirits space, I was eager to broaden my perspective within the luxury sector. Transitioning to IWC Schaffhausen felt like a natural progression, as both brands share core values of craftsmanship, heritage, and timeless design. IWC also offers deeper exposure to the watchmaking universe and the dynamic Asian market. This move enables me to apply my cross-industry experience in creating meaningful brand experiences while expanding my strategic impact in luxury retail."

Back in December, IWC Schaffhausen unveiled its Ingenieur-themed pop-up at Harbour City. Spanning over 1,000 square feet, the space offered an immersive showcase of the latest Ingenieur novelties.

The pop-up embraced the “Form und Technik” theme— first introduced at Watches and Wonders Geneva 2025—celebrating the Ingenieur’s signature balance of form and function. Minimalist architecture with black and gold accents echoes the newest models in black ceramic and gold.

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