Former Audemars Piguet CEO launches new watch brand N3W5
Former Audemars Piguet chief executive François‑Henri Bennahmias is launching a new luxury Swiss watch brand called N3W5, pronounced “news.” Backed by 30 million Swiss francs from private investors, the brand will debut at Dubai Watch Week 2027 with mechanical watches starting at 20,000 CHF and higher‑end pieces reaching around 60,000 CHF. The collection will feature round and cushion‑shaped cases powered by newly developed movements, some protected by multiple patents, and production will rely on a network of high‑end Swiss suppliers. The venture benefits from the involvement of renowned enamelist Anita Porchet, who will design freely and share profits equally with Bennahmias. Rather than heavy marketing, the brand will leverage Bennahmias’s extensive network of high‑profile collectors built during his tenure at Audemars Piguet, with sales slated to begin in 2028.
Buying Time Analysis: The launch of N3W5 by former Audemars Piguet CEO François‑Henri Bennahmias signals a significant infusion of capital and fresh leadership into the luxury watch sector, potentially reshaping market dynamics with high‑end, innovatively designed timepieces backed by strong industry expertise.
