Former AP CEO Unveils New Watch Brand 'N3W5'

Former Audemars Piguet CEO François-Henri Bennahmias has revealed his new venture, N3W5, a watch brand that promises to blend innovative design with traditional craftsmanship. This highly anticipated launch marks a new chapter for Bennahmias, known for his transformative leadership at AP. The brand aims to redefine luxury watchmaking through collaboration and a focus on essential, often overlooked, contributions from various talents in the industry.

Details Unfold on Bennahmias's 'N3W5' Watch Brand

In a significant development for the luxury watch sector, François-Henri Bennahmias, the former Chief Executive Officer of Audemars Piguet, officially announced his new watch brand, N3W5, on July 1, 2026. This brand, whose name is an acronym for 'North, East, West, South' and pronounced 'NEWS', is poised to make its grand debut at Dubai Watch Week in late 2027. Operating under The Honourable Merchants Group (THMG), Bennahmias's luxury startup, N3W5 aims to introduce a fresh philosophy to the industry.

The initial collection from N3W5 will feature timepieces priced at approximately CHF 20,000, with production targets set at several thousand units in the first year. A second collection is slated for release in 2028, diversifying the brand's offerings. This venture follows intense speculation about Bennahmias's next move after his successful tenure at AP, where he significantly boosted sales to over CHF 2.3 billion.

Bennahmias had previously unveiled his vision for THMG at an event near Lausanne, Switzerland, in the previous year. He emphasized a commitment to a new work philosophy centered on innovation, sustainability, and a departure from purely profit-driven motives. Although initial plans hinted at four distinct watch brands, N3W5 is the first to be officially announced. Earlier discussions about potential investments in brands like De Bethune did not materialize, with Antoine Pin, former TAG Heuer CEO, taking the helm at De Bethune instead.

N3W5's success is envisioned through extensive collaboration with renowned industry experts. The brand's statement highlighted the involvement of acclaimed enameler Anita Porchet, guillocheur Yann von Kaenel, and esteemed designers such as Sebastien Perret, Xavier Casals, and Dalibor Klas. Key suppliers like Swiss components manufacturer Biwi and dial makers Metalem and LM Cadran are also part of this ambitious project.

Drawing inspiration from Antoine de Saint-Exupéry's famous quote, "what is essential is invisible to the eye," N3W5 intends to celebrate the often-unseen contributions of craftsmen and designers. Bennahmias underscored the importance of recognizing the collective vision and silent expertise that shape exceptional timepieces. "Without them, the industry would not be what it is today, and it is about time they get the credit that they deserve," he remarked.

The brand is set to feature two distinct collections, each powered by a newly developed, proprietary caliber, one of which boasts multiple patents. The first collection will showcase a classic round case, while the 2028 collection will introduce a contemporary cushion case design. Watch movement partners and suppliers for N3W5 include Alpine Précision, Régence Production, and TimeForge.

Beyond watches, THMG's broader portfolio includes Avalon, a services company offering bespoke management, security, storage, and delivery for clients' luxury assets like art, jewelry, and wine. Avalon will also provide financial services, allowing clients to leverage their collections for loans. Additionally, THMG is venturing into sustainable transportation with Viiala, a new electric-bike brand focused on advanced technology and design in cycling.

The launch of N3W5 represents not just the introduction of a new watch brand, but a broader movement towards appreciating the intricate artistry and collaborative spirit within luxury manufacturing. It challenges the industry to look beyond logos and trends, fostering a deeper connection between creators and connoisseurs.