WE ARE
THE HONOURABLE
MERCHANTS GROUP.
Our next event.
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ABOUT THE HONOURABLE MERCHANTS GROUP.
The Honourable Merchants Group (THMG) is a holding entity built around a constellation of companies, each representing a distinct sector of the luxury industry. From services to watchmaking, from jewellery to lifestyle, fashion and beyond, every company within the constellation operates under a shared code of conduct that emphasises integrity, responsibility and long-term value creation.
Unlike traditional groups in the sector, THMG is founded on the principle that profit must align with purpose. Each brand in the portfolio is committed to innovation, excellence and ethical business practices, ensuring that growth is measured not only in financial performance but also in cultural and human impact.
MANIFESTO
From a 14th century merchants guild,
to a constellation of independent brands,
we are The Honourable Merchants Group.
We aim to prove that profit and purpose,
technology and responsibility, dreams
and endurance, nature and innovation,
not only coexist – but resonate together.
We share a fierce commitment to humanity.
We reject the myth of perfection. We trade
with passion, we don’t trade with greed.
We honour our word with integrity.
We lead with questions, not certainty.
We all have a seat at the table.
We design with time in mind.
In a world lost to numbers and noise,
we measure success by the lives we impact,
not by profit margins. We share our compass,
one that points to meaning, to purpose.
This is our vision. This is our vow.
To build a future, worthy of those
who come after us.
We are The Honourable Merchants Group.
Crafting commerce with conscience.
Follow your compass
FRANÇOIS-HENRI BENNAHMIAS
Founder and CEO of The Honourable Merchants Group
Founder and CEO of The Honourable Merchants Group, François-Henri Bennahmias was born in Paris in 1964 and began a career as a professional athlete at a young age. Ranked 25th in the French Golf Championship, he developed a strong sense of challenge, adventure, and an insatiable pursuit of excellence. He quickly realized that he needed new challenges to channel his creativity and chose the luxury industry. Before embarking on a career in Haute Horlogerie, he worked in fashion with brands such as Giorgio Armani and Gianfranco Ferré. He entered the world of fine watchmaking when he joined Audemars Piguet in 1994, first based in France.
In less than three years, he was promoted to Head of Business in Singapore, while also taking on additional responsibilities in France, Germany, Italy, Spain, Switzerland, Brunei, Australia, and Malaysia. Shortly thereafter, he was offered the opportunity to take over the brand’s operations in the United States. In 1999, he accepted the position of President and Chief Executive Officer of Audemars Piguet, Inc. (North America), while also serving as an advisor to the Audemars Piguet Group to develop the South American market, particularly in Mexico and the Caribbean. He also played a pivotal role in the creation of the brand’s flagship boutiques in New York on 57th Street (2003) and in Miami at the Bal Harbour Shops (2006). In May 2012, he took on a new challenge when he was appointed interim CEO of Audemars Piguet, before officially becoming Chief Executive Officer in January 2013.
After over 10 years at the helm of the watch manufacture during which he quadrupled the company’s turnover (from CHF 500 million to more than CHF 2 billion) and led the company’s transformation from wholesale to retail, as well as the creation and rollout of new retail formats such as the AP Houses, a first in the industry, François is now taking on a new challenge. In September 2025, he is launching The Honourable Merchants Group.
WE CRAFT
COMMERCE
WITH
CONSCIENCE.
At The Honourable Merchants Group, we believe that the value of a service lies in the quality of the relationship it creates.
Avalon embodies this balance between trust and performance by turning complexity into a clear, structured and dependable experience, allowing clients to concentrate on what truly matters.
Through its Lifestyle vertical, The Honourable Merchants Group aims to prove that luxury can be found in the most unexpected places.
Viiala pushes the art of movement further — connecting innovation and craftsmanship with emotion. Let each journey awaken the memory of our very first ride.
Watchmaking stands as the natural pillar of our Swiss roots and the favoured playground of The Honourable Merchants Group’s founder, François-Henry Bennahmias.
We aim to bring together several independent brands around a dual commitment: technical excellence, and the freedom to innovate beyond structural constraints.
In a world saturated with trends, we bring meaning back to fashion – supporting creators who value precision over excess, coherence over noise.
The Honourable Merchants Group sees fashion as a writing of time, a testimony to architecture, art and movement.
Art cannot be managed — it must be supported. The Honourable Merchants Group helps artists curate their business, by protecting their independence while letting their creations shine without losing integrity.
For us, supporting artists means giving them the freedom to bring their art to life and evolve, on their own terms.
The Honourable Merchants Group fosters organisations where performance goes hand in hand with responsibility, where talent thrives within a fair framework.
We believe in a new generation of companies — human, lucid, and sustainable.
Jewellery tells time differently – by capturing it in light.
The Honourable Merchants Group explores this space where craftsmanship becomes emotion, supporting creators who see the stone not as a symbol of power, but as a promise of transmission.
FOLLOW
YOUR
COMPASS.
THE INCUBATOR #1
Since its creation, THMG has placed transmission, integrity, and long-term impact at the heart of its mission. The Incubator Programme was designed to support visionary entrepreneurs and help them build companies where profit and purpose move forward together. Selected participants will receive tailored guidance from François-Henri Bennahmias and his team to help elevate their initiative to the next level.
The first edition, launched on September 17, 2025, was a true success, attracting more than 150 applications from ambitious founders. The names of the laureates will be announced at the end of the year. The second edition will open in 2026. Follow us on our social channels and through our newsletter to stay informed about each step of the programme.