There were rumours about François-Henry Bennahmias’ quitting, but they became more and more frequent on January, when Astrid Wendlandt, Miss Tweed’s founder, wrote that the Audemars Piguet Company is looking for their new boss. News spread instantly, because nothing drives media that fast more than resignation news. Resignation of someone, who has a lot of bussiness success on his account. Many bosses can only dream about that kind of success (an increase from 630 million CHF in 2012  to 2 billion CHF in this year, while maintaining product shortages and a high demand).

Rumours were turning over and over, till this year in June during the interview, François-Henry Bennahmias said that he will resign from his job on Audemars Piguet. After this announcement, many commentators started to think about the reason, why boss is giving up his job.

Maybe it is a new controversy, which Bennahmias wanted to cause? He is well known as a showman, that will do anything to break with a nice-boss image, who always come to work dressed in a tailored suit.

François-Henry Bennahmias is definitely not a shy elegant man. He likes to dress in a leather coat, and wear traditional man symbols, like boxing gloves, which emphasize his strong personality. He likes to be a showman, who talks about his own point of view and provokes people by his statements. Later, they are frequently quoted by media (for example, in one of interviews, he said that he is not afraid of Apple’s smartwatches, because for Audemars Piguet company it is like comparing fast food to three-star Michelin’s restaurant: there is a place for both).

Bennahmias provokes not only in a verbal way, but with his actions too. Recently, he “dared to” the luxury brand Audemars Piguet to start collaborating with Marvel, superhero comic and film producer. Audemars Piguet released a “themed” model: Royal Oak Concept of Black Panther’s Flying Tourbillon, what made a lot of noise in USA, when it was sold for 5,2 million USD (all of the proceeds went on charity). Other 250 pieces sold pretty fast, despite the high price of 165 000 USD.

In 2019, company made a bold move:  introducing the brand new collection Code 11:59, through which AP could be independent from Rolay Oak bestseller, which accounts for 90 percents of brand’s turnover.  Code 11:59 wasn’t received with enthusiasm. Although, with is AP showed a whole new family of of mechanisms, created in their own manufacture, including automatic chronograph caliber, for what many lovers of brand were waiting.  Despite great calibers, Code 11:59 model sells badly (about 3000 models per year), for what media like to criticize Audemars Piguet’s boss.

This move was risky, but Bennahmias is not afraid of the risk. It is shown by the distribution strategy; reducing sales points so that AP watches could be available to buy only in AP boutiques.  In less than ten years, number of sales points has been reduced from more than four hundred to  about one hundred. That is why company can control not only watch production, but sales also (even used ones).

One of the newest Bennahmias’ ideas was to create AP House, modern boutique, located on the second floor (people who pass, can’t look inside), where in a private, club atmosphere clients feel like luxury guests. They are holding a drink, talking with other brand fans.

In addition, thanks to Bennahmias, in 2020 construction of a very modern museum in Le Brassus has been completed. Other watch brands may envy Audemars Piguet because of this.

Soon, François-Henry Bennahmias will say goodbye to all of this. Speculations about his past continue: Will he stay in watch industry, or choose a different way? He probably already made his decision. In loneliness.