François-Henry Bennahmias

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.

“What we saw in 2021 and 2022 was out of the norm,” said Francois-Henry Bennahmias, chief executive officer of Audemars Piguet.

In partnership with Scott, Audemars Piguet is set to release a limited-edition version of its Royal Oak watch and a capsule collection of co-branded merchandise from the watchmaking house and Cactus Jack Records.

High-profile collectors from sports, music and cinema have helped luxury watches shake off their dusty image and reach younger, more diverse clients. How are brands navigating the shift?