In this review, we discuss the synthesis and photochromism of aryl(heteroaryl)- and diheteroarylethenes, containing pyrane ring of coumarin as part of the photosensitive hexatriene system or bearing a coumarin unit as a substituent outside of hexatriene. Coumarinylethenes with noncyclic double bond as well as coumarinyl(thienyl)thiazoles, coumarinyl(thienyl)maleic anhydride (or maleimide) derivatives, and 3,4-bis(thiazolyl)coumarins possess both photochromism and fluorescence switching properties upon UV/vis irradiation.