U.S. watch industry veteran Stacie Orloff recently was appointed president of luxury watch brand Bell & Ross USA. No changes are planned.

Orloff was formerly the longtime president of luxury brand Corum USA but left earlier this year in a management restructuring. She and her team built Corum in the U.S. market, from a little-known brand with no points of sale in 2000 to a well-known brand with 175 points of sale in North America.

For Orloff, who spent two decades working with the Wunderman family, first with Gucci watches and later with Corum, joining Bell & Ross is “like coming home. It’s like working for a family business.” As for her plans as president, she told JCK, “We have the right product, retailers, and people. The next challenge is building our image and brand visibility at the store level.”

Bell & Ross is best known for its sturdy and precise black, square watches with rounded corners and luminescent markers. It began in 1992 when a team of aircraft and aerospace designers and specialists joined to create watches for professional use, especially in extreme situations.