Former Audemars Piguet CEO François‑Henri Bennahmias Unveils New Watch Project
François‑Henri Bennahmias, the former CEO of Audemars Piguet, has launched his first independent watch project under the Honorable Merchant Group’s N3W5 brand. The initiative brings together a network of specialists—from designers and dial makers to engineers and artisans—to create luxury timepieces that emphasize craftsmanship, authenticity, and sustainability. The first collection will feature two distinct case styles, round and cushion‑shaped, each powered by newly developed calibers, with the inaugural models slated for debut at Dubai Watch Week 2027 and priced from CHF 20,000. The collaborative hub aims to produce several thousand watches annually, positioning N3W5 as a platform for curated luxury products and collaborations across multiple categories. By uniting experts such as Biwi, Xavier Casals, LM Cadrans, Alpine Précision, and others, the project seeks to highlight the often‑overlooked expertise behind exceptional objects, ensuring that the creators receive deserved recognition while delivering innovative, high‑quality timepieces.
Buying Time Analysis: François‑Henri Bennahmias’s return to watchmaking with the launch of N3W5 signals a major shift in luxury watch innovation, leveraging his proven growth expertise to introduce a collaborative platform that could reshape industry standards and introduce high‑end, sustainably crafted timepieces.
