N3W5: The New Watch Brand by François-Henri Bennahmias
More than two years after stepping away from the watchmaking spotlight, François-Henri Bennahmias, who founded The Honourable Merchants Group, is back with a project both unexpected and ambitious. Its name: N3W5, standing for North, East, West, South, and pronounced "News". Beneath this enigma lies this new watch brand that aims to completely break the watchmaking codes.
A fresh chapter for François-Henri Bennahmias
The statement is crystal clear. Taking its cue from Saint-Exupéry’s famous maxim, according which, “what is essential is invisible to the eye,” N3W5 brings up a vision of watchmaking where a timepiece’s worth isn’t just about its aesthetics or the logo on the dial, but it is the collective reflection that brought it to life.
“While branding and hype increasingly define this universe, we want to put what matters most — and what often goes unnoticed — centre stage: the understated craftsmanship, the creative decisions, and the men and women whose contributions allow the creation of outstanding objects. Without them, the watchmaking industry wouldn’t be what it is today, and it is the high time to put them in the spotlight and to give them recognition,” François-Henri Bennahmias explains.
This vision will take shape gradually. We are already expecting two lineups — one round, the other cushion-shaped — both powered by brand-new movements crafted from scratch exclusively for this brand. This includes a multi-patented calibre showcasing a so-called ‘spatial pivot’, as mentioned in Frank Sans C’s video. The opening chapter should, in fact, unfold at the end of 2027 during Dubai Watch Week, showcasing a Swiss-made production of several thousand timepieces, with pricing set from 20,000 Swiss francs.
When the invisible eventually steps into the light
But the real game-changer might lie elsewhere. While N3W5 promises top-tier timepieces, the brand’s primary goal is to shift the spotlight. The “heroes” are no longer just the executives or the designers, but the craftsmen themselves. Engravers, enamellers, guilloché work experts, dial makers, engineers, movement experts, strap and case makers: everyone has a name, is acknowledged, and plays a full part in the project. It is quite a fresh approach in an industry where these exceptional craftsmen so often remain behind the scenes.
THE TALENTS
Straps & cases: Biwi, Multicuirs, Werthanor
Design: Xavier Casals, Dalibor Klas, Sebastien Perret
Dials: LM Cadrans, Metalem
Engineering: Astro
Craftsmanship: Engraving – Pierre-Alain Lozeron & Kevin Vatteau
Enamelling: Anita Porchet
Guilloché work: Yann von Kaenel
Movements: Alpine Précision, Régence Production, TimeForge
Setting: Niru Swiss Sa
Packaging: Technew
…and many more!
A constellation of talent is surrounding N3W5, highlighting Anita Porchet for enamelling, Pierre-Alain Lozeron and Kevin Vatteau for engraving, and Yann von Kaenel for guilloché work — alongside numerous industrial partners involved at every stage of creation. The timepiece thus becomes the result of a huge teamwork rather than bearing a single signature.
This project reaches far beyond Swiss borders. Even with every single timepiece Swiss made, François-Henri Bennahmias champions a truly global approach to creativity, firmly convinced that talent knows neither nationality nor boundaries. “Our idea is not a hype around a product, but the recognition of people and the value of their expertise, so we can shape the future of watchmaking together, well beyond conventional standards,” he concludes.
While the watchmaking world obsesses over authenticity, N3W5 has something else to put forward: eventually making visible the people who, behind the scenes, have always built the invisible.
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