IWC Schaffhausen welcomes Marcomms Director for Northeast Asia

IWC Schaffhausen has announced the appointment of Yoko Yeung as Marketing and Communications Director, Northeast Asia. Based in Hong Kong, she leads the brand’s marketing, communications, client development, and retail development strategies across Hong Kong, Macau, Taiwan, and Hainan.

In this role, Yoko oversees integrated marketing campaigns, PR and media relations, event strategy, and retail partner communications to strengthen IWC’s brand presence and desirability in the region. She also plays a key role in driving brand storytelling and consumer experiences, ensuring alignment with IWC’s global strategy while localising initiatives to the Northeast Asia luxury market.

This appointment marks Yoko’s return to the fine watchmaking industry. She previously managed marketing at Breguet before moving into her most recent position as Senior Manager, Retail and Customer at The Macallan, focusing on premium spirits experiential retail business and customer engagement.

Bringing with her more than a decade of brand-building experience, Yoko began her career in the automotive sector at Audi AG in its German headquarters. She later relocated to Hong Kong to further her marketing career with BMW Group, gaining a foundation in premium brand communication and regional marketing leadership.