Mr. Francois-Henry Bennahmias was born in Paris and his first career was “pro golfer”. He went up to 25th ranked in France, and then he started the new career in the luxury goods. He first was in the high-end apparel industry before joining the high-end watch industry. He joined Audemars Piguet in 1994 and in 3 years he was transferred to Singapore, and then France, Germany, Spain, Switzerland, Brunei, Australia, and Malaysia. Then he was appointed to be the CEO of Audemars Piguet North America in 1999. He became the CEO of Audemars Piguet in January, 2013.
KIH: Thank you so much for your time in this busiest week.
Mr. Bennahmias (“FHB”): I know PuristSPro very well and you are very welcome.
KIH: I have talked to some of your people and they share the view that the brand has reached a certain “mile stone” in terms of sharing the brand image, direction, and message globally, i.e. visiting the boutique anywhere in the world would give you the same message, same feeling. And you appear to be content where you are now. But, you can’t stand still and what would your next move be?
FHB: Just keep the momentum going. We really work on the strategy – even before I came on board, by the way. I didn’t change or choose everything. A lot of things were already in place, before I came on board. My only job was to coordinate the whole things to make sure it would be respected, at every step it would be respected. That’s it. So the strategy is in place for at least 10 years, and my next job is to make sure that every step is respected, nothing more. So, look at it like an orchestra and a conductor. I just need to make sure that everybody plays the same music, in harmony. I am very happy.
KIH: Okay, then what would be your “next” strategy going forward?
FHB: Very simple. Fewer gets better – meaning, not big increase in quantity, and shift from wholesale sales to retail sales, less distribution, more efficiency with the product channel and manufacture, more integration of all the craft of manufacturing process, and much bigger access to the end consumers.
KIH: Do you have any plan to change or shift the product lines? Increasing some, re-defining some?
FHB: We will make change to Jules Audemars line in a few years. Right now, it is “normal” watch. We want to make it recognizable. We are working on it. Royal Oak and Offshore will remain our core product lines.
KIH: How did you take the news of CHF jump?
FHB: Like everybody else. It’s not a big deal. Nobody died. No tower went down. It’s okay. It’s only money. It’s not life and death issue. It’s just a part of life. Don't treat it like a global tragedy.
So, that’s it for my first interview with Mr. FHB as I was told that I would have only 15 minutes. Mr. Bennahmias is very “to the point” CEO and answers are all quick and short. I felt Audemars Piguet would steer clear the economic environment as well as other hurdles with this skipper.
He said he would come to Japan twice a year and I am very much looking forward to the next encounter.
Ken