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October 11.2025

2 Minutes Read

Revolutionizing Luxury: François-Henry Bennahmias Advocates for Quality Over Quantity

Confident man in leather jacket on futuristic stage, luxury business theme.

Breaking Away from the Normal: A New Luxury Model

In an era marked by environmental challenges and social inequality, François-Henry Bennahmias, the former CEO of Audemars Piguet, emerges as a revolutionary figure aiming to redefine luxury business. With his new venture, The Honourable Merchants Group (THMG), he champions a philosophy centered on 'better' rather than 'more'. This shift responds to the pressing need for sustainable business practices that prioritize humanity over profit. As buyers become more conscious of their impact on the planet, Bennahmias insists that this approach is not only necessary but also beneficial for long-term financial success.

The Shift from Growth to Quality

Bennahmias critiques the perpetual growth mindset that dominated the luxury sector for decades. “Since World War II, everything was about more,” he notes. However, he questions the sustainability of this approach, stating that unbridled capitalism is leading to detrimental consequences for our society and environment. Instead, his vision for THMG incorporates a new model emphasizing quality, employee wellbeing, and community connection. “Profit is not the enemy,” he asserts, as he envisions a business landscape that thrives on ethical practices.

Creating a Human-Centered Luxury Market

THMG encapsulates various verticals, ranging from watchmaking and fashion to electric bikes, all underpinned by the belief that luxury should serve the greater good. Taking inspiration from Brunello Cucinelli, Bennahmias aims to create a brand that invests in its employees, ensuring they share in the success of the company. By focusing on creating meaningful connections rather than merely transactional interactions, he believes luxury businesses can foster stronger relationships with clients.

Building a Sustainable Future

The launch of The Honourable Merchants Group represents not just a new business venture; it encompasses a broader social vision. Bennahmias aims to invest hundreds of millions into his new company to yield a model that prioritizes long-term stability over fleeting profits. His approach is a call for a paradigm shift, where businesses are evaluated not solely on financial metrics but on their commitment to improving the quality of life for all stakeholders—employees, customers, and society. As he states, “If we can change the mindset, we can succeed together.”

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Revolutionizing Luxury: François-Henry Bennahmias Advocates for Quality Over Quantity

Breaking Away from the Normal: A New Luxury Model

The Shift from Growth to Quality

Creating a Human-Centered Luxury Market

Building a Sustainable Future

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