François-Henri Bennahmias is starting fresh. The former CEO that turned Audemars Piguet into a billion-dollar company just unveiled his new luxury Swiss watch brand on Tuesday. The venture is called N3W5 (pronounced “News”), in a nod to North, East, West, South, with a brand tagline stating that “We are our own compass”, per its Instagram.The new company, which will offer up mechanical watches to the tune of around $25,000 (20,000 Swiss francs) will make its formal debut at next year’s Dubai Watch Week, Business of Fashion reported. The first collection will include a round case, followed by a cushion-shaped case in the second collection that are both powered by new calibers. The timepieces will be put up for sale in 2028, and Bennahmias hopes to have made 10,000 watches in 10 years—with prices going up to 60,000 Swiss francs, or around $74,000.N3W5, though Swiss made, will be the product of a collective of talents from across the globe,..
