It is with deep sadness that we are announcing the death of Keith Sheppard, CEO of SWICO Group. After a hard year struggling with challenging health issues, we say goodbye to a man that has inspired many over his 40+ year career in the watch industry.
Starting his career in his 20’s, working for Dan Spiro at SWICO, Keith moved his family from Reading to Haslemere, to plant his roots that would see him craft the building blocks that took him from Sales & Marketing Manager of Raymond Weil in 1979, to becoming CEO and owner of one of the largest watch import, distribution and brand development specialists in the UK.
Dedicated to the sales and marketing of luxury goods and accessories Keith and his team were the masterminds behind the international brand launch and development of Raymond Weil, Hugo Boss and TW Steel. Further to this Keith started a joint venture with Movado Group to develop and distribute their increasing portfolio of prestigious brands such as; Ebel, Juicy Couture, Lacoste, Tommy Hilfiger, Coach and Ferrari Scuderia.
SWICO Group continues today with AFH Distribution, working with successful independent brands Daniel Wellington and Paul Smith and are continuing to work with Maserati, Baume & Mercier.
Swiss Made, also part of their portfolio, is a luxury after sales business with a team of skilled watch makers for high-end luxury watch brands such as; Omega, Rolex, Longines, Cartier, Baume & Mercier and Ebel.
Dan and Keith still today had a wonderful Father/Son relationship and both ran the business in a like-minded way, creating a real sense of ‘family’ in the office with many members of staff still working at SWICO 30 years on.
SWICO, AFH Distribution and Swiss Made will continue to operate with a strong and committed team, dedicated on continuing his legacy for years to come.
His longstanding colleague and friend Steve Brydon, General Manager of AFH Distribution, says: “I am so very saddened by the news about Keith who I worked with for over 25 years.
“He was one of the best known and well-respected characters in the UK watch industry. He seemed to know everyone in the trade and I know many in our industry benefited from his advice and counsel.
“This was always given freely and willingly. Intelligent, articulate with a rare speed of thought, he had an uncanny knack of being able to see through situations and cut to the chase.
“He would never shy away from difficult conversations but managed to do this with charm and without ever being confrontational. Even writing this I have a wry smile as I can hear him saying ‘’you will forgive me for saying but…’’ I and many others knew this was leading to something you may not want to hear but he was unfailingly right on the money with his thinking.
“Many that read this will owe some part of our careers to Keith.
“Whether we were given a start in the trade, guidance, or advice, he helped many on the way. Even as an employee I never felt I worked for him but always with him. He was someone who would fight your corner and always had your back in difficult situations but who was also happiest when he could celebrate your successes, always with fine wines and the best of food.
“I returned to work at SWICO when Keith became ill and will do all I can to keep his legacy alive. He was to me a true friend, in good times and bad, a colleague, consiglieri, advisor, and an example of someone who lived life to the full and I shall miss him greatly.
Clients of Keith and SWICO are also paying their respects.
Kelly Best, Head Buyer at Signet Group, says: “It’s hard to know where to start when talking about Keith, I first met him 25 years ago when I started in the watch industry. Immediately he took me under his wing, supportive and kind we soon formed a great business partnership but more importantly we became friends. He was always open to new ideas and willing to take a chance as well as being very honest when I was being ridiculous! It was always a pleasure to spend time in Keith’s company, whether it be in a meeting and thrashing out a deal or over dinner chatting about everything and anything, such a great sense of humour and fun to be with whatever we were doing. He will be greatly missed by many people, but the fond memories will live on.”
This is the saddest, but with best intentions best article I have read in Watchpro for a while. I can echo every word and sentiment from Steve and Kelly. Keith was real “Gentle Man” an inspiration to me and as Steve says I am sure many others.
Rest in Peace Dear Man