Washington – François-Henri Bennahmias, the former chief executive of Audemars Piguet, has launched a new luxury Swiss watch brand named N3W5.
Before announcing this latest watch project, Bennahmias revealed the formation of “The Honorable Merchant Group,” a luxurious organization that holds a collection of independent brands.
The venture is backed by $36,987,000 (MAD 347,589,000) from generous private investors and investments.
Operating across watchmaking, fashion, lifestyle, and more, the group’s mission is to redefine luxury while creating ethical and sustainable work environments.
Upending traditional business models lies at the heart of this vision, which aims to push creative boundaries through new concepts and technology.
Before conceptualizing N3W5, Bennahmias attempted to acquire the Swiss watchmaker De Bethune, , though negotiations ultimately fell through alongside talks with several other Swiss brands..
But this setback didn’t stand in his way. Bennahmias has unveiled that multiple distinct watch projects are currently in development alongside this flagship brand.
Slated to make its debut at Dubai Watch Week 2027, the brand will feature two distinct case designs for its initial collections: one classic round silhouette and one cushion-shaped case.
The timepieces will be powered by proprietary, dedicated calibres, one of which is already protected by patents.
The brand is relying on elite Swiss suppliers for the project, including a collaboration with Anita Porchet, the highly celebrated master enameller renowned for her intricate work with houses like Hermès.
Retail prices for the timepieces are expected to start at $24,636 (MAD 231,946) and scale up to approximately $74,172 (MAD 696,204).
Read also: The World’s Most Luxurious Watches
