François-Henry Bennahmias, of Audemars Piguet: “The demand exceeds understanding”

His outspokenness sends cold sweats to his head of communications and you can read the fear in his eyes when he launches one of these shock formulas of which he has the secret. François-Henry Bennahmias, CEO of the Audemars Piguet factory since 2012, has built his image on this maverick side. A reputation he maintains. And if he says he is allergic to the language of wood, he masters his role perfectly. Looks like nothing, always in control.