The honourable merchant: François-Henry Bennahmias' better luxury mission begins

In this week’s episode of The Luxury Society Podcast, hosts Robin Swithinbank and David Sadigh welcome a titan of the watch and luxury world: François-Henry Bennahmias. The former Audemars Piguet CEO reveals his next chapter, the launch of The Honourable Merchants Group, an ambitious multi-vertical luxury group built on a philosophy of better, not more.

From visionary leadership at AP to a radical rethink of growth, Bennahmias shares his mission to reshape the future of luxury with a new model that prizes sustainability, employee wellbeing, and long-term value creation over relentless expansion.

Tune in for a candid conversation on:

• Why eternal growth is broken — and why better must replace more
• The seven verticals of The Honourable Merchants Group, from watches and jewellery to art, sport, and e-bikes
• The philosophy of profit-sharing, wellbeing, and redefining success in luxury
• Viiala: a game-changing electric bike company targeting Tour de France-level performance
• Avalon: a services brand rewriting the rules of luxury security and client care
• Why Bennahmias believes time, trust, and human connection remain the ultimate luxury
• How inspiration from Brunello Cucinelli shaped his model for business and employee culture

🎧 Plus: Robin and David reflect on Bennahmias’ legacy at Audemars Piguet, his bold new direction, and what his comeback could mean for the global luxury landscape.

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Produced by Juliet Fallowfield, 2025 www.fallowfieldmason.com