François-Henry Bennahmias Joins Hublot as Consultant

François-Henry Bennahmias, the former CEO of Audemars Piguet, has taken on a consulting role at Hublot while Julien Tornare remains chief executive.

The appointment brings one of modern watchmaking's best-known executives into the LVMH-owned brand at an interesting time for Hublot. Bennahmias led Audemars Piguet for more than a decade and was closely associated with a period in which the Royal Oak, Royal Oak Offshore and the wider AP brand became increasingly prominent in the global luxury-watch market.

For collectors, however, the important question is not simply who has joined Hublot. It is whether the appointment leads to real changes in the watches Hublot produces, how the brand positions itself and what happens to existing references and collaborations.

Bennahmias joins Hublot as a consultant, not CEO

Bennahmias has joined in an advisory capacity rather than replacing Hublot's existing leadership.

Julien Tornare remains Hublot's CEO, which means the appointment should not be interpreted as a change of command.

A consulting role can still carry significant strategic influence, particularly when the person involved has spent more than a decade leading one of Switzerland's most important independent watchmakers.

The significance of the move will therefore depend on what changes, if any, follow it.

Why François-Henry Bennahmias matters in watchmaking

Bennahmias served as CEO of Audemars Piguet from 2012 until 2023.

During that period, AP continued developing the Royal Oak and Royal Oak Offshore families while expanding collaborations and strengthening the cultural presence of the brand.

That history is one reason his arrival at Hublot has attracted attention. Hublot is itself a brand strongly associated with bold materials, limited editions, collaborations and unconventional design.

Bennahmias has also remained active in the luxury and watch industries since leaving Audemars Piguet, making this more than a return from retirement.

Could Hublot's strategy change?

Industry reports indicate that broader changes across LVMH's watch portfolio are being considered, including Hublot's approach to certain collaborations and the positioning of Zenith.

These should not yet be treated as confirmed product decisions.

For Hublot collectors, the distinction matters. A discussion about reducing collaborations is very different from an official announcement that a particular programme or reference has ended.

Until Hublot confirms specific changes, the appointment itself is the main development.

What could this mean for existing Hublot watches?

A new consultant does not automatically make existing Hublot watches more or less valuable.

Secondary-market prices are ultimately determined reference by reference.

If Hublot eventually reduces certain artist collaborations or changes the type of limited editions it produces, existing watches from discontinued projects would form a fixed group. That could make some references more interesting to collectors.

But rarity alone does not guarantee higher resale value.

The market will still look at factors such as:

• exact reference

• production quantity

• case material

• condition

• box and papers

• provenance

• significance of the collaboration

• collector demand

• recent comparable sales

A watch being discontinued or limited only matters financially if buyers actually want that particular reference.

Will Bennahmias’s Hublot role change Audemars Piguet prices?

Not directly.

Bennahmias will always be strongly associated with Audemars Piguet because of his long tenure there, but his Hublot role does not change the fundamentals of what a Royal Oak, Royal Oak Offshore or other AP reference is worth.

Audemars Piguet watches continue to be valued according to the exact reference, configuration, case material, dial, condition, year, completeness and current market demand.

That distinction is especially important with the Royal Oak. Two watches from the same family can have very different secondary-market values depending on their reference and configuration.

At Omar's Timepieces, we buy, sell, trade and source pre-owned Audemars Piguet watches in Dubai, including Royal Oak, Royal Oak Offshore and other AP references. When valuing an AP, we look at the watch itself and the current market rather than allowing unrelated corporate news to determine the figure.

Owners considering a sale can request an offer through our sell your luxury watch in Dubai page, while buyers can explore our pre-owned Audemars Piguet watches in Dubai.

Why this appointment is still important for AP collectors

Even though it does not directly affect Royal Oak prices, the appointment is still relevant to anyone who follows Audemars Piguet.

Bennahmias helped shape AP during an important period in its modern history. Seeing him move into an advisory role at another major Swiss watchmaker naturally raises questions about which parts of that experience Hublot may want to draw on.

Collectors should therefore separate two ideas:

The move is important industry news.

It is not by itself a new valuation signal for Audemars Piguet watches.

That is the difference between following the watch industry and overreacting to corporate headlines.

What collectors should watch next

The real story will be what Hublot does after the appointment.

Collectors should watch for confirmed developments involving:

• new Hublot collections

• changes to artist collaborations

• limited-edition strategy

• production volumes

• pricing

• distribution

• use of new materials

• the brand's positioning within LVMH

Those decisions could have much more relevance to collectors than the appointment alone.

For now, François-Henry Bennahmias joining Hublot is significant because one of the executives most closely associated with modern Audemars Piguet is now advising another major Swiss watch brand.

What that ultimately means for Hublot will depend on what comes next.