Story Highlight
– François-Henri Bennahmias launches luxury watch brand N3W5.
– Mechanical watches priced from 20,000 to 60,000 CHF.
– Secured 30 million CHF from private investors for funding.
– Watch designs debut at Dubai Watch Week in 2027.
– Collaborates with renowned enamelist Anita Porchet for designs.
Full Story
François-Henri Bennahmias, the previous CEO of Audemars Piguet, is set to establish a new luxury watch brand named N3W5, which is pronounced as “news.” The name reflects the four cardinal directions.
N3W5 will feature mechanical watches with entry prices around 20,000 Swiss francs, while its premium offerings are expected to reach around 60,000 CHF.
To fund this venture, Bennahmias has raised 30 million Swiss francs from a consortium of undisclosed private investors. He has founded a new company called The Honourable Merchants Group to facilitate the brand’s development.
Before embarking on this project, Bennahmias sought to purchase De Bethune, an independent Swiss watchmaker owned by the US-based jeweller The 1916 Company. However, the acquisition did not materialise, nor did negotiations with two other independent brands.
The introduction of N3W5’s initial designs is scheduled for Dubai Watch Week in 2027, with retail sales commencing in 2028. The inaugural collection will comprise a round-cased model, while a subsequent collection will feature a cushion-shaped design. Both will utilise innovative movements, one of which has been patented.
Initially, production will rely on a network of esteemed Swiss suppliers to ensure quality.
A distinctive feature of N3W5 will be the collaboration with Anita Porchet, renowned as one of the leading enamel artists globally, recognised for her collaborations with prestigious brands, including Patek Philippe and Hermès. This partnership represents the first occasion she is free to create designs unencumbered, with profits split evenly between her and Bennahmias.
“I want to reward everyone involved in the entire ecosystem of value creation,” Bennahmias remarked in an interview with Robin Swithinbank for Business of Fashion.
In terms of marketing, Bennahmias intends to leverage the extensive network of affluent collectors he established during his time at Audemars Piguet, avoiding substantial spending on advertising.
