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Agenda-setting intelligence, analysis and advice for the global fashion community.

Audemars Piguet: Preserving Scarcity at Any Cost

From the pre-owned market to China, outspoken CEO François-Henry Bennahmias reveals what he thinks his competitors are doing wrong and why he plans on taking a different approach to some of the coming decade’s biggest opportunities.
Audemars Piguet chief executive François-Henry Bennahmias; watches on display at an Audemars Piguet dinner in Los Angeles. Audemars Piguet; Getty Images.
Audemars Piguet chief executive François-Henry Bennahmias; watches on display at an Audemars Piguet dinner in Los Angeles. Audemars Piguet; Getty Images.

This article first appeared in the special edition of The State of Fashion: Watches and Jewellery, co-published by The Business of Fashion and McKinsey & Company. To learn more and download a copy of the report,

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