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Exclusive: Audemars Piguet’s Maverick CEO Gets the Last Word

François-Henry Bennahmias faced down doubters as he leveraged popular culture to transform Audemars Piguet’s business. Ahead of his departure from the now $2.6 billion brand next week, Bennahmias revisits his triumphs and setbacks, and hints at his start-up ambitions.

FRANÇOIS BENNAHMIAS, CEO OF AUDEMARS PIGUET, WINNER OF THE “AIGUILLE D’OR” GRAND PRIX 2023 — Ahead of Bennahmias' departure from the now $2.6 billion brand next week, the CEO revisits his triumphs and setbacks, and hints at his start-up ambitions. (Courtesy)

Robin Swithinbank

15 December 2023

BoF PROFESSIONAL

Few figures in Swiss watchmaking have been as disruptive or as divisive over the past decade as François-Henry Bennahmias. In the 11 years since he was appointed chief executive of the family-owned Swiss watch company Audemars Piguet, an obsession with hip-hop and street culture, the launch of a new line called Code 11.59 and his leather bomber jackets have won him legion admirers — and as many detractors.

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About the author

Robin Swithinbank

Robin Swithinbank is a contributing writer at The Business of Fashion. Swithinbank is a London based journalist, editor, and speaker who specialises in luxury watches.

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