Talking Watches With François-Henry Bennahmias, CEO Of Audemars Piguet

Today marks the final day of François-Henry Bennahmias’s 29-year tenure at Audemars Piguet. He began as a junior salesman in the French market, carrying a briefcase full of watches “hoping to sell one or two per week” to a willing retailer, only to seldom be paid. He departs as the global CEO of a multi-billion dollar brand, beloved the world over. And today, on his last day at Audemars Piguet, we are proud to publish Talking Watches with François-Henry Bennahmias.
Check out the full story here: www.hodinkee.c...
Follow HODINKEE: / ​
See more videos on our site: www.hodinkee.c...
Download our podcasts: www.hodinkee.c...
Shop for new watches and accessories: shop.hodinkee.com​
Shop for vintage watches: shop.hodinkee....
And don't forget to SUBSCRIBE to our channel. Thank you!
#hodinkee #audemarspiguet #watches #talkingwatches

[@PixelPerfect3]

Best thing about Ben as an interviewer is that he just lets the guests talk, no interruptions and side stories

[@watchesandburgers]

Hodinkee's been hit or miss lately, but this episode is an excellent one. Francois-Henry seems honest, interesting, articulate, and a good story teller, which is important for a person in his position. He took AP from also-ran brand to monster hype watch numero uno. Congratulations and best wishes.

[@nakedtenyearold]

Good thing watches and burgers always hit 🔥

[@TrustMeIKnowEverything]

Numero uno🤔🤔🤔🤔have you heard of the King? ROLEX

[@golfinguru11]

@@TrustMeIKnowEverythingdifferent level. RM is the only real competitor at this level. Patek isn’t really a hype brand (although the nautilus/aquanaut are hype watches)

[@robbysimmons9901]

A true salesmen

[@songoku-jx3cb]

@@golfinguru11ap has lost its charm . Out of the holy trinity patek is the only one worth its merit .

[@FTWciaran]

Francois is certainly a character. A smart one at that. Really good episode, sad to see him leave AP.

[@SpookyConcepts]

This is an *incredible* interview. To take a struggling brand to the most coveted watch today is an amazing feat, and hearing about how he did it, it all makes sense. The strategy was perfect

[@baroh2413]

They are about to become a struggling brand again

[@SpookyConcepts]

@@baroh2413 I’m not going to be upset if I can get a Royal Oak chronograph with no wait and no purchase history let me just say that 🤣

[@floridaboybrandon954]

@@baroh2413no they’re not 😂

[@baroh2413]

@@floridaboybrandon954 yes they are, if they keep heading the direction they are heading right now

[@sheahart7305]

@@baroh2413Facts.

[@noahadairnat]

Excellent interview. Mad respect for Francois and not just what he’s built, but how he built AP. Hard work, building strong relationships. The real deal.

[@nixtr3sharma]

100% Agree about the last statement. Yes, there were watch forums and watch magazines in the 2000s, but Hodinkee was probably the one that made the watch industry mainstream. There's good and bad thats come of that, but they were definitely ahead of the rest.

[@sumitkar8146]

This is Hodinkee at its best - Francois is a generational CEO

[@Lockeness86]

Two takeaways: (1) this man is a marketing genius and (2) don’t buy hype; today’s trash might be tomorrow’s treasure

[@golfinguru11]

See: Hublot and Franck Muller.

[@golfinguru11]

The sad part is the the royal oak wasn’t ever designed as a hype watch but the image has been ruined to all but the douchiest and richest mfers

[@Brandon-youtube]

This guy is incredibly in tune with the mainstream for his age. Savvy and aware of changing trends and culture. Most AP pieces are not my style but he is a master marketer

[@jacstoneu]

AP is moving the direction of Hublot w/ all these nonsense special editions

[@frankmalcolm1321]

This is a master class on how to run a business well. Better than the best TED talk or commencement speech out there. Well done.

[@currencyworld]

Francois seems like a genuine guy who is passionate about the brand and undoubtedly very good at his job. That being said, the differences between him and Ben are stark. On the one hand, you have the side of the watch industry representing traditional collectors and connoisseurs. On the other, you have the more casual consumers buying into the hype and marketing. The latter is certainly indicative of the direction AP has taken in recent years.

[@alexjon5924]

Agreed he is more of a Richard Mille type figure. Marketing genius.

[@TheNotoriousKID]

Well let’s just applaud Ben on the weight loss.

[@cesarcarrera3931]

I went to AP AD before COVID, put my name on their “list” for a RO. A few weeks ago I found out I have to start the process again. As a watch enthusiast and collector, I am totally over this brand and watching this CEO just solidified those feelings. Celebrity endorsements do not appeal to me and I don’t think they appeal to most true watch geeks (maybe I’m alone on this).

[@hankg6955]

This guy seems like a bit too self involved and a tool' turns me off from the brand if hes the ambassador

[@WestCoastAce27]

Part of that was Clymer’s line of questions focused too much on marketing/celebrities. I’d have rather heard more about how they improved their watchmaking (he admitted they used to ‘always be late’).

[@mura0]

The partnership with Arnold and then Jay Z pushed the brand to another level but he forgot to say the most important thing that happened in that period which was the creating of Instagram. Instagram has made lots of people and companies rich.

[@Junaid_Patel]

Thanks Hodinkee to have great personality on show Francois rocks👍🏻

[@Thinkaboutit803]

The last 30 seconds were emotional! Without Ben, there could have never been a watch world like we have today!

[@Gengar8886]

IDC what he says! the marvel colab with AP has to be the worst thing I have ever witnessed. Absolutely garbage when It comes to the heritage, class AP always had offered.

[@MrShinobi797]

I appreciate that he went into details of AP's HUMBLE beginnings and ultimate rise to success. Nowadays, new and upcoming Brands, particularly the Micro Brands, get alot of flak from the Watch Connoisseurs and even the Community. They forget...the APs, Rolex, Vacherons etc of the day, were once NOTHING!!

[@eldad-w2n]

This man is so full of himself. This is not talking watches. Sorry

[@liangliangsansan6231]

The ending of this video is truly touching!

[@bbgt6299]

Epic CEO - so symphatic - amazing achievements but I don´t get the latest collaborations

[@theoneandonlybosable]

Explain?

[@MARKO2465]

Looks like something Invicta is doing..... rubbish.

[@PaddleTales24]

@@theoneandonlybosablehe probably referring to the marvel/travis Scott collabs

[@toothbras]

Is that a typo? Either way, if there’s a KZbin channel where a commenter will use an obscure word you’ve never heard of it would be hodinkee

[@KnifeWatch]

Just like you wouldn’t have understood the changes he made when first became CEO

[@planecrashcorner7283]

Yes, he is a game changer, but im still happy to see him go lol

[@valebliz]

Douche-o-meter’s off the scale.

[@GrahamKerr.RealEstate]

weird comment

[@mahmoudghoneim8004]

Francois is a business legend, best of luck in your next adventures which we hope it will be still watch related. Between Mr. Biver and Francois the watch world made the popularity it has today.

[@pingwong117]

AP is where it is today because of this thick french accent Incredible

[@Rosavieiraferreira]

That’s true Francois! This guy spreads watches all over the world! 🌎 I bought my first one bc of him. I’m now a watch collector (unfortunately can’t afford an AP yet 😂).

[@markbolton7561]

Even if you could afford it, good luck getting it at retail.

[@Dani_Sinaci]

Francois is like a Terminator, like Arnold's twin brother... 🤭👌

[@fockyerdod3r]

What's the point of this interview when you cant just walk in the boutique and buy one.

[@vdbdg]

It’s a really interesting reflection on what marketing can be and how making people relate is all that matters

[@markbolton7561]

I wish they would've discussed more his thoughts on the current difficult buying environment with boutiques.

[@Sabrermk42]

Videos like this take me back to a place when I first got into watches and binged on the previous Talking Watches instalments like an addict. Nostalgia rush.

[@choyayahyah]

Phenomenal interview. Much respect to François and AP from a Patek guy 😎

[@MarkSamuel1982]

The problem with AP is that they are a one trick pony. The Royal Oak is the only watch that sells. Patek are consciously trying to make sure that they don't go down the same road with the Nautilus and Aquanaut ranges

[@Dazulolwarrior]

Uh huh, tell him his brand is absolute dogwater at treating everyone that is not a celebrity

[@JoeyJiggles]

Not an AP fan at all but what an interview. Good to see Ben come back and save his brand as well.

[@Halfmoon67]

What a fantastic episode !!! Thanks!!

[@CYPHERCOMPLETE]

Tupperware party anyone😂

[@lucioledizerot196]

Loved the video, although it's a shame that the watches shown were used to describe the evolution of AP, rather than François' actual collection

[@victorhugowrx]

Funny they got famous because of rappers, but you know they hate being associated with them

[@Theultimateclimber]

That was a good one. Relevant and didn’t feel “salesy”

[@kevinwood7502]

more like "talking marketing"

[@GrahamKerr.RealEstate]

that's how you build a brand

[@TheHistoricalMan]

Hodinkee is a marketing platform lol

[@Traveljournalist]

Why does he leave AP ?

[@1989DJJD]

Bring collectors back to talking watches

[@superfast30]

Fantastic interview. I respect Francois as he truly seems like a no BS tell it like it is type of guy. What a success story!

[@allenu342]

Amazing interview with Francois. His vision for how AP would become is awesome.

[@quikijiki1]

Really dope episode! I just wish we had the proper official subitles too, Francios said some statements that I would love to understand more clearly :) Thanks!

[@DrZbo]

I know this sounds silly… but they should make a SpongeBob watch. How many of us grew up with a SpongeBob watch??!!

[@IamRolling]

Fantastic interview, great job!

[@BudFox575]

Marvel collab destroyed the brand and Royal Oak in my eyes. The hip hop hoodlums wearing the watches was bad enough. The only APs I'd wear are the 33mm dress watches, or the 36mm Quantieme Perpetuals that are the real class and watch making of AP.

[@cg3560]

I was really enjoying this interview, until he said "delivering watches on time and start putting watches on peoples wrists, on the good wrists", and continued to say "if you have an AP, and you have a nice house, invite your friends...", to show them your AP watches, is what he meant to say. That is snob, and a total disregard for everyone without fame or power! (He spoke like someone that will be nice to you, as long as you stay in your place...)

[@kaiserphoenix01]

Even the CEO doesnt wear Code 11...

[@sdm107]

The black panther was a success……but it was limited to 250 pieces. Not easy to find 250 idiots in this vast world. Ugliest watch!

[@dyonstadd9873]

Who else just automatically reads his surname as ''Bennihanas''?

[@ruslan1994]

Such a great interview! Wow this is like a music to my ears. Great CEO of AP. Ben and Hodinkee team thanks for the great work ❤

[@classicinvestmentwatches676]

Sadly. Is it not trash? If not, why the people are leaving hodinkee?

[@fa5234]

A CEO who loves his job and of course he's being a success story

[@leesmusic1]

They sold out with the Black Panther and Spiderman watches, they are terrible and make AP look like a joke brand or owned by the Swatch Group.

[@Zabee009]

One of the best of the best things i watched on KZbin! Hodinkees' web articles, with their eclectic verbosity, always immensely implored readers to elevate their aesthetics, and now their videos are making me totally melt 😍 learnt so much from the greatest CEO! 🙏

[@bradloncar6633]

There are so many good business lessons in here.

[@aberdeendeltaforce]

The woke black panther watch has sealed the deal…..I will never desire nor own an AP 🤷🏼‍♂️

[@dk8797]

There will never be a ceo in the watch industry like Francois. The guy is a genius!

[@lotsofrobots1]

bro literally forgot to bring the watch he tells us shouldn't be forgotten

[@marcgras9064]

That Sherwood green stratocaster hanging! You got me there. Nice interview!

[@Kanye_Asada925]

Can’t stand the marvel watches. And not to mention, pointless Travis Scott collab. Francois has done well but missed the mark on those.

[@hemanshubahl3785]

Excellent interview. Love Francois. Seems like a down to earth guy in the video. What an amazing career he has had at AP and what he’s built with the brand!

[@GabrielX84]

My favorite CEO of all time what a legend! He will be truly missed at AP

[@TwSClan]

Very good episode loved it!

[@kingo904]

Francois turtleneck is mad sus

[@hugopetricioli9789]

Great interview! The service improved a lot with Francois.

[@jasonalston9049]

A person of color🤔

[@augustinekibirige3032]

Best interview I have watched John Mayor's

[@AliasHSW]

Shoulda, coulda bought a Montoya from AD for cheap

[@dielalex89]

Unbelievable - no idea how I missed this until now… this was a great one

[@jf9670]

Benny has been taking ozempic and he looks good! Nice man

[@winstonrajendramm.d.700]

This was a great one Hodinkee.

[@ivanfiorilla6851]

Great interview and..... a great dap to finish it off!

[@anthonyjackson31]

Red dial is amazing. And really cool that you will pass on the scratches :)

[@BudFox575]

I like Ben's outfit design and color scheme

[@nothere603]

Ap’s treatment of their customers in Singapore is disgusting. Nothing is available and only reserved for their flippers

[@BobbyDazzler888]

Same in Thailand. Asian market is ruined since they got rid of the Ceo for south east asia, Mr King.

[@jasonturner3234]

1,500 swatch watches... Sold to Swatch is really cool

[@janrudolf7760]

Wow, what an interview. Love those episodes.

[@jonboy8181]

This didn’t do anything for me.

[@brockadcock2735]

21:27 aaayyy y'all gotta edit this and take that Diddy pic out.

[@TamarCransveld]

Now I get it. AP is run by a Swatch fan and that's why the watches look like $50 toys. Bring back the Jules Audemars and other dress watches! Now Patek and A Lange are MUCH more classy as they make real watches, not toys for crypto bros.

[@Bangastarch]

Hustle and a good endorsement

[@decundiwatkins4395]

Excellent interview! Bravo!

[@garethwilliams6905]

Interesting that he only talks about marketing. Never about the watches. Just about creating profile and scarcity. Just about sales.

[@ChroniclehistoryClassroom]

He is such a great ceo but the 1159 still sucks.

[@Bangastarch]

Relationships matter

[@DecemberNames]

Yo, what's up everyone? It's your favorite commenter here with another video feedback. Today, I'm going to be reviewing out this video by the talented creator. Let me tell you, this video is absolutely amazing. I'm not even kidding. It's so good that I'm actually starting to feel a little empowered. I mean, how can someone be so talented? Seriously, though, this video is a must-watch. It's informative, entertaining, and just plain good. So what are you waiting for? Go check it out right now!

[@TedNemeth]

This was incredibly fun. THank you.

[@thegosudriver]

these turtlenecks are getting out of hand

[@vincet6730]

Great interview and very inspiring! If Mr Bennahmias has to get rid of that greenish Fender Strat, he may speak to me first. 🎶🎶🎶🙋🏻‍♂️🙋🏻‍♂️🙋🏻‍♂️

[@usedconn41]

I didn’t catch it and I’m sorry for the ignorance, but where is he going… Retirement?

[@joezunenet]

Code 11.59... I don't know man.

[@stonefist]

wow, françois-henry has a lot of passion for AP as the CEO, good to see a CEO that's actually passionate about their watches, and much deserved. he will be missed at AP i'm sure.

[@PabloGuerraGarcia]

Hahaha FHB is always a joy to hear! It is so funny that I was in Hodinkee 10th party and he spoke way better English, is like if being in Le Brassus increases the french accent 😄

[@clp1595]

Some will say he was in the right place at the right time, but after hearing the beginnings at AP, this dude deserves every dollar of pay and more. What a story. Enjoy retirement Francois.