Alain Dominique Perrin, chief executive officer of Richemont, the Swiss luxury goods group, will retire in October on his 61st birthday.

Perrin joined Briquet Cartier as a sales representative in 1969 and became general manager in 1970. He was named CEO of Cartier Musts in 1976. Following its merger with Cartier Joailliers, in 1981, Perrin became chairman of the board of Cartier International and Cartier SA, and CEO of the Richemont Group, Cartier’s parent company, in 2001.

Known as “Mr. Cartier” for his efforts to build the brand, he is responsible for much of Cartier’s current international renown. He developed the entire Must range—cigarette lighters, leather goods, watches, pens, scarves, spectacles, perfumes, and tableware—marketed by a global network of 189 stores and 10,000 dealers.

Perrin also founded the first college of luxury marketing in France (l’Institut Supérieur de Marketing de Luxe) in 1990 and the International Luxury Watchmaking Exhibition (SIHH) in 1991. In 1992-93 he established the Luxury Watchmaking Training Institute (IFHH).

Perrin plans to spend more time making wine at his estate in the Bordeaux region of France but will remain as a member of the Richemont Group board.