Young, dynamic CEO Jonathan Rex is leading Champagne house HATT et SÖNER by blending tradition with innovation — driving operational excellence and modern luxury experiences in a heritage industry.
In one of France’s most historic and tradition-bound industries, Jonathan Rex stands out. As the CEO of Champagne house HATT et SÖNER, Rex brings international experience from tech, start-ups, finance, and politics — and with a strong appreciation for the traditions of the wine industry as well as the house’s roots he maintains a close partnership with its founder, Kristofer Ruscon, whose original vision remains central to the brand’s identity.
Still in the early phase of his tenure, Rex is earning quiet recognition for an approach that combines operational precision with cultural sensitivity — building on heritage without being bound by it. His approach marries respect for craftsmanship with a laser focus on efficiency, structure, and innovation.
“I’ve been given a rare opportunity — to work towards elevating a remarkable luxury brand in a legacy industry,” Rex says. “My goal is to blend the best of tradition with a modern mindset and the tools available today.”
Building with Precision: Injecting Structure, Speed and Scale
From day one, Rex has worked closely with Ruscon, combining complementary strengths: Ruscon’s creative, visionary mindset, with Rex’s client-centric focus on structure, systems, and scalability. Their collaboration has supported the company’s transition from a start-up-like culture into a more organised and scalable business — without losing its original spirit.
Internal operations have been gradually modernised: clearer accountability, improved performance systems, and a steady push toward professionalisation — all designed to support sustainable growth. At the heart of this evolution is a shared commitment to staying agile while preparing the business for long-term success.
From Sales Cycles to Stability
Together, Rex and Ruscon have prioritised the development of recurring revenue streams, including long-term client programs and subscription models that extend the customer relationship beyond one-off purchases. These changes are not just about growth — they’re about providing a smoother, more predictable foundation for both the business and its clients.
The duo also continues to refine HATT et SÖNER’s direct-to-client model, which strengthens relationships, improves feedback loops, and supports more tailored service than traditional wholesale models allow.
Team Culture and Cross-Cultural Strength
At the cultural level, Rex is crafting a blend of Swedish efficiency and transparency with the legacy of French winemaking and hospitality. This cross-cultural synergy reflects his own international background and is helping to shape an organisation that feels fresh, responsive, and innovative.
“Building a luxury brand today means being as obsessed with internal excellence as you are with the end product,” Rex says.
A Contemporary Business Model Meets Old-World Craftsmanship
Under Rex’s guidance, HATT et SÖNER is stepping confidently into the future, embracing a contemporary mindset without losing sight of the values that underpin its product. Key to this approach is a client-first philosophy, which has inspired a range of personalised and forward-thinking initiatives.
Rex is also pushing the boundaries of digital transformation in the industry. By embracing technology to streamline service, the brand has been able to bring immediacy and personalisation to a product category traditionally characterised by formality and distance.
A Long-Term Vision Rooted in Innovation and Growth
A defining strength of HATT et SÖNER’s leadership lies in the shared long-term vision between CEO Jonathan Rex and founder Kristofer Ruscon. While Ruscon continues to shape the brand’s creative direction, Rex takes an entrepreneurial approach while staying focused on building the operational and strategic framework needed to support its evolution.
Expanding the house’s international footprint remains a key objective, with a strong emphasis on cultivating a direct and loyal global client base. At the same time, they are intent on preserving the integrity and personality that have made the brand distinct. Ultimately, Rex envisions positioning HATT et SÖNER among the most admired independent Champagne houses.
“I’m not interested in just running a Champagne house,” Rex says. “I want to contribute to building a company that sets new standards in the luxury wine space.”
A CEO to Watch
In a region where many Champagne houses are passed down through generations, Jonathan Rex represents a different kind of leadership — one shaped by international experience and anchored in a deep respect for the brand’s heritage. His focus lies in building structure, strengthening culture, and supporting long-term growth through clear, precise execution.
“What inspires me most is the balance and complexity between legacy and the future of the industry,” Rex says. “We are protecting the timeless aspects of it, while challenging established truths every day.”
With that mindset, Rex is not only helping to steer the house forward — he’s also contributing to a more modern, collaborative approach of Champagne leadership. One that values continuity, but isn’t afraid to evolve – making him a CEO to watch.