The long-standing head of Union Bancaire Privee's wealth management arm left the private bank last week, as finews.asia reported. Now he reappears at another renowned firm. 

The Edmond de Rothschild Group appointed Michel Longhini as head of private banking, according to a media release sent on Monday, confirming its conviction in the growth potential of the private banking sector and its business model.

With Longhini's appointment, the new governance structure of the Swiss group, which was announced on 13 March, is now complete. His new role will involve overseeing all of the group's private banking business, including Switzerland, Belgium, France, Israel, Italy, Luxembourg, Monaco, Portugal, Spain, and the U.K.

Power of a Brand

His objective will be to accelerate commercial growth by continuing to develop the range of innovative products and solutions that will meet the evolving needs of affluent families and entrepreneurs, the bank said.

«As shareholders, we are always committed to supporting the growth of our business, thereby demonstrating our faith in the success of our teams and our Group. Michel Longhini's appointment illustrates the power of our brand and the relevance of our strategy,» Ariane de Rothschild, chairwoman of the Board of Directors at Edmond de Rothschild (Suisse), said. Longhini will take up his new role based in Geneva on 1 November 2019.

Undeniable Professionalism

With undeniable professionalism stemming from nearly 30 years of private banking experience, Longhini has spent almost his entire career at two of the industry's leading companies, predominantly in Europe and Asia. The French native joined Union Bancaire Privee (UBP) in 2010 from BNP Paribas, where he spent much of his time in Asia. The region became a major focus for UBP, particularly after it snapped up Coutts International's client assets in 2015.

During Longhini's tenure, UBP's wealth arm grew copiously by acquisition, including a Luxembourg-based private bank last year which reinforces its European hub in the Grand Duchy. De Picciotto and Longhini also splashed out by upgrading in Singapore, in a bid to capture more growth in the rapidly growing Asian millionaire market, as finews.asia reported earlier.