François Bennahmias, the former director of Audemars Piguet, is launching his own watch brand, called N3W5, whose first collection will be unveiled at Dubai Watch Week 2027.
François Bennahmias is no stranger to the watchmaking world. After nearly thirty years at Audemars Piguet—ten of which he spent in management—the businessman is launching his own brand: N3W5. The name is directly inspired by the four cardinal directions in English (North, East, West, and South) and is pronounced “News.” According to its creator, this name evokes the idea of “becoming your own compass in a constantly changing world.”
Shining a light on the artisans behind the scenes
At the heart of François Bennahmias’s project is a desire to highlight the behind-the-scenes roles involved in watch design: artisans, engineers, designers, and suppliers. This philosophy is inspired by a quote from Antoine de Saint-Exupéry: “What is essential is invisible to the eye.”
N3W5 will position itself in the independent haute horlogerie segment with an entry-level price of 20,000 Swiss francs, eventually settling around 60,000 Swiss francs. Manufactured in Switzerland, two collections have already been announced: one with a round case and the other with a cushion-shaped case. Both use movements developed specifically for the brand, including a patented caliber featuring what is described as a “spatial pivot.” The first will be unveiled at Dubai Watch Week in 2027, with the second launch scheduled for 2028.
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