WE ARE
THE HONOURABLE
MERCHANTS GROUP.
ABOUT
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.
THE CONSTELLATION
SERVICES
Avalon is a Swiss-based company redefining how most valuable physical assets are managed and experienced. Founded by François-Henri Bennahmias and headed by Quentin Roy, an entrepreneur from Valais with a background in the Swiss Army, St. Gallen, Paris, and international business, Avalon blends precision, innovation, and strategy.
From luxury watches to fine jewellery, Avalon transforms static collections into dynamic, strategically managed portfolios. Built on four pillars — extreme security, global logistics, a private digital platform, and premium services — it offers museum-grade storage, real-time access, financial analytics, and services such as authentication, optimized insurance coverage, maintenance, and asset-backed financing.
By treating tangible assets with the same rigour as financial investments, Avalon sets a new standard of trust and sophistication. More than peace of mind, it offers clarity, flexibility, and true strategic control over collections.
worldofavalon.com
LIFESTYLE
Viiala is a Swiss-based mobility company redefining cycling: not just one option among many, but the choice people actively make. Co-founded by Tomi Viiala, dual citizen of Switzerland and Finland and former Co-CEO of Stromer and Desiknio, Viiala builds on unmatched expertise in premium e-bikes.
With R&D hubs in Switzerland and Dubai, the company is developing the next generation of e-bikes, engineered with 95% of components sourced from Europe and the USA, with the ambition to assemble them in Europe. As cities grow more congested and riders demand greater safety, efficiency, and digital integration, Viiala challenges the status quo with a bold vision: no shortcuts, no compromises — only performance and trust.
Unveiled in 2025 as part of the Honourable Merchants Group, Viiala will launch its first model in 2028, opening a new premium segment. More than an e-bike, it represents a statement of possibility where engineering, aesthetics, and purpose converge.
viiala.com
THE INCUBATOR
Do you have an exceptional idea that could become part of THMG?
Share it
with
us.
JOIN
THE MOVEMENT
Whether you are at the stage of a simple concept or leading a long-established company seeking new horizons, if you believe your project belongs within the Honourable Merchants ecosystem, we invite you to submit it*.
Selected projects will be invited to present to François-Henri Bennahmias and his jury on December 8, 2025, in Nyon.
The winners will benefit from the guidance and support of François-Henri Bennahmias and his team to bring their initiative to the next level.
* Registration open until September 30, 2025
WE DESIGN
WITH TIME
IN MIND.
CONTACT
The Honourable Merchants Group SA
Route de Crassier 7, 1262 Eysins
CHE - 386.348.303