Laurence R. Grunstein, president of Citizen Watch Co. of America and its Canadian subsidiary, has been appointed managing director and chief executive officer of Citizen Watch (UK) Ltd. The appointment, effective Oct. 1, was announced by Akihiko Suzuki, director of Citizen Trading Co. and general manager of Citizen’s Overseas Trade Division. While the U.K. operation has had managing directors in the past, the post of chief executive officer is a new one and indicative of the authority Grunstein has been given there.

Grunstein has been president of Citizen Watch Co. of America since 1985 and is credited with making the brand a household name in the United States. In the United Kingdom, however, Citizen is still a small player, underperforming in relation to what Grunstein calls “its great potential in this market.”

His “substantial management experience and strong track record in North America will be a great asset in the U.K.,” said Suzuki. It is expected that Grunstein, working closely with Citizen’s U.K. organization, will introduce some of the methods and practices used to build the Citizen brand in North America.

“This is a great opportunity and an exciting challenge,” says Grunstein, who looks forward to “developing successful marketing and merchandising strategies with our retail partners in the United Kingdom, while fully operating the company through our U.K. management team and staff.”

Since Grunstein continues as head of Citizen Watch of America and Citizen Watch of Canada, one of his first tasks in the United Kingdom will be to appoint an official to oversee the day-to-day operations of Citizen Watch (U.K.). That official will report directly to Grunstein.