Watches2U founder Danny Toffel has promoted his sales and marketing director Faisal Bhatti to chief operating officer, a role that will give him greater control over the day-to-day running of the business.
Mr Toffel will take the role of chairman and CEO, with a focus on corporate and strategic issues affected the growth of the online retailer.
Anna Lyly remains buying director and Karen Tilbury moves into the newly created position of client services director. Andy Fletcher completes the board as operations director.
The aim of the restructuring is to prepare Watches2U, which is part of Toff Group, to become a £20 million company by 2020.
“After being heavily involved in the company since I founded it almost 15 years ago, I am excited at the new structure and am confident that the team will share and deliver on all the targets we aspire to as a business moving forwards. I am confident that Faisal is the perfect candidate to drive us towards our business objectives,” said Mr Toffel.
Toff Group has also announced that it is about to launch a daily deals website for watches. The site is expected to launch within the next two weeks, but no further details have yet been released.