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Vertu suddenly changed CEO, and the initial turmoil was inevitable?
In the past year, Vertu was acquired by a Chinese company called Guoding, marking a significant shift in ownership. The original CEO, Massimiliano Pogliani, stepped down, and a new leader, Billy Crotty, took over. However, just three months later, Crotty unexpectedly left the company. Meanwhile, Gordon Watson, who previously served as the vice president of marketing, now quietly added the title of CEO to his LinkedIn profile. Such rapid leadership changes are rare in the industry, especially for a brand like Vertu that once symbolized luxury and craftsmanship.
Since Crotty’s arrival in October, several key executives have left the company, including the COO, the head of product marketing, the brand marketing director, and the Middle East sales director—Vertu's main revenue source. What's more, many of these positions remain vacant, creating uncertainty and instability within the organization. This kind of leadership turnover can severely impact the company’s operations and long-term strategy.
It’s hard not to wonder if these changes are linked to the new owner, Guoding. While it's unclear whether this is a strategic move or a sign of internal struggles, one thing is certain: Vertu is going through a major transformation. The promise of "British manufacturing" that once defined the brand now feels uncertain. As the company evolves, it's time for transparency. Mr. Watson, we hope you’ll speak out and clarify the future direction of Vertu.