Not all images were able to load for printing. Please close the print window and try again. François-Henri Bennahmias and the Honourable Merchants Group announces the launch of watchmaking brand, N3W5
Former Audemars Piguet CEO Announces Collaborative Hub for Watch Creation
François-Henri Bennahmias, the charismatic former Audemars Piguet CEO who grew the manufacture’s annual sales from CHF 500 million to CHF 2 billion announces his first watch project. Following his departure from the brand, Bennahmias unveiled The Honorable Merchant, a venture conceived as a platform for carefully curated luxury products and collaborations, spanning multiple product categories, built around craftsmanship, authenticity and sustainability. At the time, Bennahmias revealed that several watch projects were in development. He has now taken the next step by announcing the first of them, marking the beginning of his return to watchmaking. The first watches will be set to be unveiled at Dubai Watch Week 2027 with a retail price starting at CHF 20,000.
More than a brand, the Honorable Merchant Group’s N3W5 (North East West South – pronounced NEWS) has been thought as a collaborative hub for watch creation, bringing together different talents from the industry sharing the same values and philosophy. The idea is to foster creativity bringing together a host of experts in their own field. The first talents announced are the following. Bracelet & case : Biwi, Multicuirs, Werthanor • Design : Xavier Casals, Dalibor Klas, Sebastien Perret • Dial : LM Cadrans, Metalem • Engineering : Astro • Métiers d’Art : Engraver- Pierre-Alain Lozeron & Kevin Vatteau, Enameller – Anita Porchet, Guillocheur – Yann von Kaenel • Movement : Alpine Précision, Régence Production, TimeForge • Stone setting : Niru Swiss Sa • Packaging : Technew …
N3W5 will start by introducing two collections—one with a round case and the other featuring a cushion-shaped design – powered by two new dedicated calibres, one of them protected by patents. The inaugural model will debut at Dubai Watch Week 2027, with prices starting at CHF 20,000. Looking ahead, the company has ambitious plans and aims to produce and sell several thousand watches annually.
« In an industry increasingly defined by logos and trends, we want to focus on the essential, which is often overlooked: the silent expertise, the creative decisions and the people whose contributions shape exceptional objects. Without them, the industry would not be what it is today and it is about time they get the credit that they deserve. » François-Henri Bennahmias, Founder of THMG and N3W5
For more details, please visit N3W5.com
2 responses
Dunno, unusuap at least. Could be good could be nonsens. I dont know how many non-reputation 15k+ brands a waining market can accept. We have had a lot of this
The world is eagerly awaiting new overpriced mechanical watches. Not.
They use CNC machines anyway, so it would be interesting if they could reduce those margins and democratise these products. Me, I am not going to pay extra $$$$$ because this smart guy put his face on it…