François-Henri Bennahmias, the high-profile executive who served as the CEO of Audemars Piguet for more than a decade and grew annual sales beyond $2 billion, is being tapped as a consultant to Hublot in a surprise move by the LVMH-owned watch brand. Bennahmias was recently brought on to advise and consult for the brand, according to people familiar with the matter. Julien Tornare, the long-time LVMH executive who has served as Hublot’s CEO since 2024, remains in the role, according to people who asked not to be named because Bennahmias’ appointment hasn’t been publicly disclosed.
The Hublot Classic Fusion Balloon Dog by Jeff Koons
Bennahmias’s move to consult for Hublot, founded in 1980 by Italian entrepreneur Carlo Crocco and known for its innovative, irreverent approach to watchmaking, including rubber straps on precious-metal timepieces, is an unexpected shift. The former professional golfer, who led Audemars Piguet until 2024, launched The Honourable Merchants Group in 2025 and promised to bring watch brands to the new luxury conglomerate that also included an electric bicycle company. While Bennahmias held discussions to acquire stakes in existing watch brands, none have been completed. THMG, as the luxury constellation is known, said in July that it would create a brand called ‘N3W5’ that will launch at Dubai Watch Week in 2027.
François-Henri Bennahmias at an event in Switzerland launching The Honourable Merchants Group.
LVMH, meanwhile, has been making changes across its watchmaking brands, including Hublot, Zenith, and TAG Heuer. Italian jewelry brand Bulgari is well known for its watchmaking, with iconic pieces such as the Octo Finissimo and the Serpenti. LVMH also produces watches at its eponymous marque as well as the revived Gérald Genta and Daniel Roth brands.
Jean Arnault, the youngest of five children of LVMH founder and chairman Bernard Arnault, oversees LVMH Watches and the Genta and Roth brands. He recently began overseeing Hublot and Zenith as well, following the departure of Bulgari Chief Executive Jean-Christophe Babin, who previously led the LVMH watch unit, which includes Hublot, Zenith, and TAG Heuer.
Under Tornare, Hublot has tried to return to its former glory as a top ten Swiss watch brand. While it remains a sponsor of the Champions League, it chose not to serve as the watch sponsor for this summer’s World Cup, held in the U.S., Canada, and Mexico. French soccer superstar Kylian Mbappé is a brand ambassador, along with gold-medalist sprinter Usain Bolt and tennis champion Novak Djokovic.
Hublot CEO Julien Tornare
Hublot was the 16th-largest Swiss brand by sales in 2025, with revenue of about CHF 460 million, down about 7% from the year before, according to estimates by Morgan Stanley. Almost half a century after its founding, Hublot has looked to its past for inspiration and reconnected with founder Carlo Crocco with its latest release, the Classic Fusion Tributo, a tribute to its original MDM model. It also struck a deal with Jeff Koons to collaborate.
A spokesperson for Hublot declined to comment. The move to hire FHB as a consultant at Hublot was first reported by Glitz, a Paris-based publication.