N3W5 Marks François-Henri Bennahmias' Return To Haute Horlogerie Post Tenure At Audemars Piguet

After transforming Audemars Piguet into one of the world's most successful luxury watch manufactures and helping it grow its annual sales from CHF 500 million to more than CHF 2 billion during his tenure as CEO, François-Henri Bennahmias is officially returning to watchmaking. The industry veteran has announced N3W5 (pronounced "NEWS"), the first watchmaking project under The Honorable Merchant Group (THMG), the luxury venture he launched following his departure from Audemars Piguet. Conceived as a collaborative platform built around craftsmanship, authenticity and sustainability, N3W5 will unveil its inaugural collection at Dubai Watch Week 2027, with prices starting at CHF 20,000.

Rather than positioning itself as a traditional watch brand, N3W5 has been envisioned as a creative hub that brings together some of the finest independent specialists across the Swiss watch industry. The project celebrates the often-unseen artisans, engineers and manufacturers whose expertise forms the foundation of exceptional watchmaking. Its growing network includes case and bracelet specialists Biwi, Multicuirs and Werthanor; designers Xavier Casals, Dalibor Klas and Sebastien Perret; dial makers LM Cadrans and Metalem; engineering partner Astro; movement specialists Alpine Précision, Régence Production and TimeForge; engravers Pierre-Alain Lozeron and Kevin Vatteau; celebrated enameller Anita Porchet; guilloché artisan Yann von Kaenel; stone setter Niru Swiss SA; and packaging specialist Technew.

The name N3W5 representing North, East, West and South reflects the idea of becoming one's own compass in an ever-changing world. Guided by instinct, creativity and human talent, the platform aims to push contemporary watchmaking beyond conventional boundaries, both technically and philosophically. Inspired by Antoine de Saint-Exupéry's famous quote, "What is essential is invisible to the eye," the project places the spotlight on the collective intelligence behind every great timepiece rather than a single name on the dial.

The debut collection will comprise two distinct families: one housed in a classic round case and the other featuring a cushion-shaped design. Both will be powered by newly developed proprietary calibres, including one movement protected by patents. While the first watches will make their public debut at Dubai Watch Week 2027, THMG has outlined ambitious long-term plans, with the goal of producing and selling several thousand watches annually.

Speaking about the philosophy behind the project, Bennahmias said: "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 individuals 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."