Bonhams appoints ex-De Beers London CEO as new CCO

Bonhams has appointed former De Beers London CEO Celine Assimon as its new chief commercial officer.

With a career in luxury and fine jewellery, Assimon brings more than 20 years of experience leading commercial strategy, client engagement, and brand development across global markets.

As CEO of De Beers London, she led a major brand transformation, expanded international retail presence, and implemented customer-centric strategies.

Previously she was also CEO of De Beers Forevermark, CEO of De Grisogono, and held senior leadership roles at Richemont and Louis Vuitton, including international director of High Jewellery and Exceptional pieces at Piaget.

Additionally, Assimon is a certified diamond graduate from the GIA.

In her new role at Bonhams, she will be based in London and oversee global commercial strategy and drive client experience across all business areas.

She will also be responsible for aligning the company’s commercial vision with its expanding global platform, ensuring “consistent growth and innovation across Bonhams’ diverse portfolio of categories”.

Assimon said: “I am thrilled to join Bonhams at such a dynamic point in its evolution. With its exceptional heritage and forward-looking vision, Bonhams is uniquely positioned in the auction world. I look forward to contributing to its continued global growth and success.”

Chabi Nouri, Global CEO, Bonhams, added: “We are delighted to welcome Celine Assimon to Bonhams. She brings a powerful blend of commercial expertise, leadership, and a deep understanding of the luxury market. Her appointment reinforces our commitment to strengthening client relationships and enhancing Bonhams’ global commercial capabilities.”