Ex PDG d’Audemars Piguet : le retour de François-Henry Bennahmias !

Ex PDG d’Audemars Piguet : le retour de François-Henry Bennahmias !
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Nos meilleures vidéos avec François-Henry Bennahmias :
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• “Les secrets du luxe”, 20 minutes avec le PDG d’Audemars Piguet : https://youtu.be/HHx8fdShDWE

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Chapitrage :
00:00 – Coulisses et accueil de François-Henri Bennahmias
04:41 – La vie après Audemars Piguet : Traversée du désert et renaissance
07:37 – Nouveaux horizons : Moncler et la radio
10:35 – Une nouvelle philosophie du business : L’humain avant le profit
15:50 – Anecdotes de stars : Schwarzenegger, Clinton, Jay-Z…
24:55 – La véritable définition du luxe
37:48 – Le revers de la médaille du succès
40:32 – La nouvelle aventure : “Changer le monde du business”
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© 2025 Romain Lanéry | Tous droits réservés.

Wait, we have to explain to them, we have to explain to them, because if you see that, It’s only you who will see him there live. That, we will cut it from the final video. The former CEO of Audemars Piguet, François-Henri Benamias, Gave us the pleasure of contacting us again by telling us “Well, we haven’t been able to talk for a long time, I’ll be back. ” We don’t know more. That’s it, so follow me, we welcome him. I leave you a little backstage, because you deserve it, you are there live with us. It’s 6:15 in the morning. So I couldn’t really be live at this time, you understand, especially for you. I was in a little trouble. We are in great shape. We are at Influx. And we go down to look for François-Henri Benhamis. That was the chef’s surprise. Flux believes behind, it’s okay too, are you delighted with what you have? Yes, it’s fine. Good morning. I smack the hand before if I have all the right shoulder. How are you? How are you? Péka? It’s so nice. Has it been a long time? You didn’t start in the morning? How are you? How are you? Welcome! Are you happy? I hope you also turn to the top. I prefer that in the evening. Me in the evening it’s personal, family and all that. So these plans completely backstage Will only be accessible to those who watch us in live rebroadcast. As soon as the live is over, we cut. People only have access to the final video. There, I wanted to do a little backstage. But this morning, it’s not live. No, there is nothing live. Everything that will be broadcast there, Will be broadcast later. Except that some people Will be able to access it In the form of a live to this video. And when the live is over, The fake live, There will be a rebroadcast. But the rebroadcast, She will start directly When we are installed in the setup and all that. There, the little backstage shots… I didn’t understand anything. That’s it, it’s simple. For me, it’s clear. But nothing. The guy talks to me, I don’t understand anything. So the real, you don’t do it in the live that goes to him live, But it’s a fake live that went in real, It’s over, and then possibly at a given time, The guy comes back, he passes behind the church, he sits down, He does I don’t… No, we start again, so the live. This is usually my office, I think it comes back in setup. I’m going to bite your YouTube thing, You’re so cool. Can you open a YouTube channel? No, I’m going to leave with. Come on, let’s settle in. There is no nostalgia, there is only recognition. Because you do, compared to where I come from, who I was, And what I did and the people I met, you can say thank you. Quite incredible meeting, I meet LeBron James, it’s Jay-Z who introduces me to LeBron. This sentence, wait, wait two seconds! But it’s Jay, it’s Jay who introduces me to LeBron when he’s 18. He says to me, “I have to love you very much.” Because normally at this time, I’m already in bed. I’m the only guy in the NBA whose wife complains that I’m going to bed too early. This is magical encounters. And when we do the event in the shop in New York, You still have a former president of the United States. And I put the ball on the green which is one by four. So normally, you never go on the green, but I put a mine. And Arnaud, he looks, he says: “Yes, is that guy?” The guy, and I had won somewhere, that’s it, it clicked. It’s good, you realize if one day, I had a memorabilia of you. How old are you now? 29. 29 years old, you’re not 30. And I could already take something that was very expensive as a memory of you. What I did with all the people I love. Just the pique. Keep in mind, what memory of the last live we did together? Because I know there were already many people who can still follow us there tonight. So first of all, first thing, it’s a thousand times thank you again. Because, one, I had never done that, really. Two, it went very well. Three, I’m still talked about it regularly today. Really? Oh no, seriously. You know I’m telling you what I think. That I have no problem. No, no, people stop me saying “Yeah, Mr. Amias, thing, in the sick, You are inspiring, thing, all the stuff, we want to work, All the stuff. “I say “Yeah, that’s cool. “And then, you know what I like? It’s the fact that we are not Not seen for so long. It makes me happy too, somewhere. Because that I’m glad to see you again and tell me “Here, like there, we’re going anyway Prepare a little for the future, it’s cool to see each other again. It’s important now. Maybe a year or a year and a half ago, We would have warmed up. There, no. We launch Thank you very much for calling us. It was you who called us four days ago. He offered us two schedules, 6:30 a.m. or 7 a.m. It was a Tuesday or a Wednesday. And we said kindly, the Swiss are nice. Maybe they didn’t understand that here we said 7pm or 6:30pm. We will ask them to check. It is indeed 6:30 in the morning, yes. You spent 29 years in the Audemars Piguet house, Which was said last year as general manager. And at the end of 2023, you leave your duties. And since then, radio silence, or almost, because we heard you, On RTS radio, what happened In your life since you left Audemars Piguet? Many things. The first, I had to rest When I stopped. I was on the street, Exhausted. But really, I didn’t realize. And we don’t realize it either, since when we look Videos and others, we can say You live a dream life, you have crazy watches, You see crazy personalities, People see that. I lived a little more Other events from within with you. Indeed, it looks exhausting. No, it was heavy. I had to stop, really. It was stop. There were many indicators in the red. So first, it was, we stop. What happens the next day? Nothing that. Oh yeah? No, nothing. You feel like you’re on vacation, that’s all? No, it’s not even that. It’s not a vacation. You’ve been 200 km per hour for a long time, Stop, but you’re still driving. It’s super funny as a feeling. It still pulsates. You can’t stop and that’s, oh well that’s it, I’m stopping. Well no, it doesn’t work like that. It pulsates a lot. And little by little, you take the time and then you will try to see what the priorities will be, Thing, what’s going on. Many employees continue to call me during the first few months. And then at one point, I say, you know what, I really have to stop. Then I projected myself too quickly on the future. I knew what I wanted to do. I knew exactly what I wanted to do, but I went too fast. And I took a lot of rakes. But full! I was going to see companies, explain my philosophy, what I wanted to set up. And it is, yeah, we will write to you. No, no, no, no. After 30 years, Sean Marfink, there was this kind of answer? Yes, of course, but so much the better. And then, June arrives, So I stop at the end of December, June is coming, And I do, it won’t do it, I have to change. And my coach told me, what is it? We’re going to leave your house, so from Nyon, Between Geneva and Lausanne, and we went on foot to Sainte-Maxime. On foot and by bike. 11 days, walking and cycling. We slept in hotels where the price of the room, It was the price of coke in the mini-bar in the hotels In which I went down before. When you pay for a hotel room 29 euros or 18 euros, Or things like that, we have improbable things. It’s true that it’s the price of coke at the Paris hotel. We have been to extraordinary places, And it was very good. 11 days, but nothing. In the middle of the pump, we took thunderstorms on the trunk. And actually, it was great. And there, I came back, and as if by chance, It started to get chained. All of a sudden, we will write to you, we are interested in your story. We’ll talk again. And then we talk again. We’ll talk again. Here, it’s progressing. Boom. Yes. Then it kicks in. And then we are ready today. I had a non-compit. So I’m not allowed to do anything at the watchmaking level for 18 months. But it was stopped last Monday. So I am now 100% free to do what I want. As I wish. With whoever I want. That’s going to be good. You have also joined the board of directors of the Montclair brand. As an independent director, what exactly does it commit you to? I was surprised. I read it and I said to myself, ah well So the first thing is Raymond Ruffini who is the owner of Monclerc. He is a friend, I have known him for 35 years. Because when I was in the clothes, He had a clothing brand called New England And we represented New England for the French market. So I knew Raymond Ruffini before Monclerc. So it’s incredible to meet so many years later. Both of us, of course, have aged. He’s a little older than me. And then he told me François, I absolutely want you to come with us. I say OK, but Monclerc is a super beautiful brand in addition. But I tell him to be careful, I’m not the typical board member Where I can sit for hours in an office and like that. I have to be able to act, we have to move. So, I warn you, if you make me come, we’ll have to do things. I can’t be too static, it’s not possible for me. He told me, but that’s exactly why I want you to come. I say, OK, but be careful. What does it mean to do things? When we have François on the board, what does it look like? That means I’m going to get involved a lot, That I decide that I want to go for a walk in the shops, That I’m going to talk to people who work, that I want to understand what’s behind it, That I want to understand what could be done better, That if I can help in any way, I want to be alive in the organization. However, at the level of a board of directors, we must be careful. That’s not the real role. So you have to find the middle ground. It’s the beginning, we’ll see. And the experience on the radio? It was good, I listened to one or two columns, I said to myself: “Here, it’s unusual, but why not?” So when I was offered that at the beginning, I said to myself: “Well, does it make sense?” Then I said to myself: “You know what, it’s cool? I’ve never done it, I’ll try.” So it’s not every weekend, it’s about every two or three weeks. We are a dozen beautiful speakers. And then I like it, I like the concept, I like that we make a little the world around the news. There are files that I absolutely do not control. Sometimes, we are made to read books before, and then books are not necessarily always top or what or that, but hey, we manage. It’s interesting as an experience. There you go. And then, the last show, before the summer, because it will resume now at the end of August, Instead of making a chronicle about the world of any kind, It was the week of my wedding, And I made a declaration of love to be extended live on the radio. I tell them, I’m not going to talk, this week, what matters, Is that I got married, I’m so happy to do that. So I still have a little message to pass on to my dear to extend. I made a declaration of love on the radio. I’m going to pass for a null, but uff. But I do training. So if you want, every Monday night, I beg you. You can promise me something, you can not launch Of training with TikTok ads, François It’s the only thing You can announce everything you want There I know you’re coming back, I know you’re going to announce things But please, just no training To upload on TikTok with a group Telegram to join, you see, if you can just Do everything, otherwise you tell me about it before You call me and you tell me, Romain I have a whore Of idea, and in general I’m going to be the guy Detestable who will tell you, in my opinion It’s shit, just two seconds OK okay, just you had made a column On the radio that also talked about companies, Because of always going more and more Quickly, to always want more. I didn’t expect to have This speech on your part. You think That today, we still want to look for Higher before looking better? But of course. But since the exit Of the Second World War. So at the beginning, You’re coming out of the war, it’s normal. People are coming To suffer for years and years. Then there were huge crises. There, all of a sudden, people Want to live, want to live, To enjoy yourself. So we’re going to this Consumer society. But this is the beginning. OK, but today, when we look at the state of the planet, The state of the population living on this planet, The state of living organisms that are also on the planet, And everything that happens, you do, We have to calm down the game, it’s big nonsense. And we lived with this always more, more, more, more, more, more. And then also another thing, is that when you look today The success of companies, It is essentially measured on economic criteria. The box has made so many turnovers, it has made so many profits. So many turnovers, so many profits. No, you do, but the real success of an organization is not only that. That’s also what’s happening there. Because if you have great profits, great turnover, great profits, And people who go to the office backwards, who suffer in every way, Well, you didn’t pass the exercise. And that’s where you have to brake a little there, resume. The world we live in today is not the one we lived in 20, 40 or 50 years ago. We resume and change the game a little. And that’s going to be a big substantive work. Do you think it’s really possible? Because when we see even the luxury industry in which you have bathed for 30 years, Between worldliness, private jets, excessive travel and all that, Sometimes I say to myself, I would also like that too much, But I have the feeling that the market no longer knows how to live without all the rhinestones and sequins, Which are ultimately the biggest subject for most people who talk about the environment and others. Yes, but before we even talk about the environment, we talk about humans. You have never had so much staff turnover in the boxes, in the organizations. If you take a world like hotels or restaurants, it’s a disaster. You have a turnover per year of more than 30%. This means that almost one in three employees changes regularly in organizations. When you have that, it’s impossible, but impossible to create quality. Whether you’re in a hotel, two stars, three stars, five stars, we don’t care, that’s not it. It’s impossible. If a third of your people change, how do you want to create a culture Company? It’s super hard. And if we got to that, it’s because there are reasons. It’s a bit like: am I the most beautiful in this mirror? One moment, if the mirror reflects an image that is not great, you have to stop for two seconds and Do well what are we doing wrong what are we doing just and now is what we are not changing A little priorities and me one of my priorities with my experience I wouldn’t have spoken like that Ten years ago or 15 years ago for sure but now I say no it’s no longer that we can more Having and not having the focus only on a financial success it doesn’t interest me that I Want the human to be truly put back at the center of organizations and then you know we say Always your generation you we designate you in every sense we the oldest generation they They want to do everything, they want responsibilities, they don’t want to work, stuff and everything. You have to stop with that, you have to stop with that. Because there, in this case, I made a point of honor To work with a bunch of young people, and even much younger than you. I have killers, But in the good sense of the word. – Ah well that, we completely agree. – But I love, in addition, what I like. We must not forget one thing, it is… People who think that today can continue to afford to judge this generation And those who arrive behind. By saying, yeah, yeah, they’re stuff, We were better, it was better, it’s better, that’s it. They’re going to do everything wrong. It’s not a question of whether, What’s going on, Are we going to do things with them? It’s them, it’s you who arrive tomorrow. If we don’t learn the language, If we don’t understand the priorities, If we don’t adapt, we, And that we become much more people who help and support Rather than people who come against it, But we’re going to go into the wall. You never beat youth. You never beat youth. So at some point, learn. And there is a huge work today of our generation To learn how you work. You said the following thing, to understand how you, You would see yourself working, suddenly, in a new economy. I don’t want to imagine running a company in which Each employee is not also a shareholder of the company. How? So, that’s still the other subject. So, shareholder, we looked, because it’s something That I will try to set up, indeed. But there are many places where it will be extremely complicated, fiscally speaking, Legally speaking, there are many constraints. And it’s unfortunate because in a perfect world, It should be like this. But there are constraints. But we’re going to do a lot of things Simpler than that. We can perfectly decide tomorrow that the second there is profit and that The profit must be shared. Well yes, let it be generally shared a little on the elite In organizations, but it must be shared throughout the organization. I never want again Leave someone on the sidewalk of value growth. Period. But it won’t be on, we’ll look. No, no, it will be formalized. No more discussion. So, whatever the levels in society, If it ever works, everyone participates. In your career, you have met people Among the most influential in the world and I would like to show you photos and I would like you to Share good times, memories, anecdotes or even lessons you have lived With each person. Is that okay? Shall we play the game? There may be pictures that will Go back in time a little. So that doesn’t go that far. This is the 40th anniversary of the Royal Oak, New York, March 2012. Arnold Schwarzenegger, Tom Brady, two people of whom I am very very Close, even today. Arnold, it’s my debut in the United States, it’s 99. He is the one who helps us To put Audemars Piguet on the screens on the right and left. What is the first memory you have, the first date? How does it go when you meet Arnold Schwarzenegger? So, he comes to Switzerland because he is a friend With one of our board members, But for a very long time, and he brings him to Switzerland. So he’s going to visit the factory, stuff, stuff. And then we sympathize right away. There is a side, he room, he likes to enter the frame and everything. And then in the evening, we have to go play golf. And he doesn’t know how to play golf, but at all. His partner is not playing golf either. But it was my job anyway. Then we arrive at the start of the 1st, And then it’s a long hole for me, And I put a sick praline, And I put the ball on the green, Which is one by 4, So normally you never go on the green, But I put a mine, And Arnaud he looks, he does, Who is that guy? And I had won somewhere, It clicked, And I chambered him right away, Because I tell him, You think that because you are good at movies, Are you going to be good everywhere? No, I’m the boss here. And right away, We started rooming and it lasted until today. If you put us on stage today, you will see how much we are in front of everyone. We room on accents, we room on attitudes, we room on culture, we room on everything. What did you learn the most from him? Resilience. The guy doesn’t let go. When you know his career, when you see where he comes from and what he went through, the guy never lets go. Today, he has… I’m going to tell you something stupid, I think it’s 76, 76 or maybe 77 years, I would have to double check. The guy knows gym every day, every day, But he doesn’t raise cute little things, He sees them every day. He had two open-heart operations anyway on the thing. The guy, he goes to the end of the end of the end. I love it. What’s crazy is that most of the time, we say to ourselves That many people see success through money And once you have the money, it’s okay, you do nothing more, You don’t need to make any more efforts and everything. And all the people I meet and who have succeeded financially Are almost the people who do the most or who move the most ass during the day When they would no longer factually need to do so. Yes, but then this is something that is super important. If the primary motivation when you work is to earn money, You’re badly barred. Make money or make profits in a company Is never only the result of a strategy that has worked well. If the strategy is to make money, it can work. It can work. But you will quickly explode like a bowl because it is never an end in itself. And you know what? I always say, ok, the money is coming. Is it equal to super happiness? Well no. But you have to reach and wait for years, sometimes, To redo a little part of things. And the beauty of experience, therefore of age, You see, I will have 61 brooms in a short time, It’s the fact of saying, but it’s not just that, far from it. But really not. And that’s where you review the copy a little, you do: “Wait, there are the others coming behind, I have children, I have daughters, I have a 29-year-old and a 13-year-old. There are the children who arrive behind, you have to put things back in place. So, everything I know now, so I tell you when I was 30, we didn’t give a fuck about what you’re saying, now I know, I took my walls, so I’m going to educate mine. And then the others, but money as an end in itself, that’s not, especially not, you do big damage with it. LeBron James Quite incredible meeting. I meet LeBron James. It’s Jay-Z who introduces me to LeBron. This sentence, wait, wait, two seconds. But it’s Jay. It is Jay who introduces me to LeBron when he is 18 years old. He tells me, but of course. He tells me, François, you have to sign this guy. But at the time, it was too much the beginning. It’s not possible. You met, LeBron James, what does he have? 41 years now. So it’s at 23 years old. No, we finally signed it in 2013. So yes, we signed LeBron James in 2013. We could have signed it before. We should have even signed it before. But hey, that’s how it is. The last memory with him, we have dinner at his place, In Los Angeles, Akron, Ohio, where he comes from. And then, it is now 9 p.m. I said, but what makes you still push like a brute and thing, that you come back? He does, but it’s okay, I wanted to talk to you about it, François. He makes me, I have to love you very much. Because normally, at this time, I’m already in bed. I’m the only guy in the NBA whose wife complains that I’m going to bed too early. The guy is in bed at 9am. Why? Because he gets up at 3:30 a.m., 4 a.m. Because he attacks the gym, the thing, training and everything, Because that’s what will allow him to last. So as for this level of commitment to a sport in which you have already done everything, All done, and that the guy with 41 brooms is adhere to this discipline, And I tell him, well listen, you tell me that you love me, it’s cool, So we’re not going to stay longer than that either. We stayed another half hour and left. When I get home, in the evening, I say the guy, But you have to be crazy to get there. The guy doesn’t let go. And that’s… There, you have the real champions, there. The real, real, real, real champions. We don’t care if it’s the best game in history or not the best… That’s not even what matters. When you have that level, you do… Wow! Well, the few times, you’re a little reticent, You say, here, I’m going to work less or less thing. Well no, because otherwise, you don’t last. What I was going to ask you as a question, when your entourage is this kind of monster, Do you see your work as a sports competition, Since you come from there, you could have been as professional in golf, You chose another career, we talked about it in the… No, it was the career that chose me, because golf completely rejected me. I’ll explain to you, it wasn’t me who chose to stop. It was the golf that told me, listen François, it’s better if you don’t do that. So, you’re going to do something else, but stop here, it’s useless for you. I’ll share something with you. Sometimes I have this feeling when I see artists performing on stage. I imagine they feel something that I only feel through the screens. It’s great, we make thousands of views and all that. Sometimes, I see in 60 minutes, you have 10,000 people watching your video and everything, But I would like to feel what a human warmth of 10,000 people is Who are looking at the fruit of your work that you have done for several months. And so, sometimes, I have a little this burst of telling myself, I would have liked to be a singer or I would have liked to do an artistic job That allows me to connect. Because you, when you have it with these athletes, sometimes you say to yourself, “Oh fuck, maybe my real…” Deep down, I would have seen myself as a high-level athlete. So, I always say, make me make the deal of the century, When I am the boss of Odemar Piguet. But the deal of the century, an extraordinary thing that will generate so many numbers, So many things, so many things, the whole story. Ok, we’re going to party, it’s great, we’re going to have emotions. Okay, that’s cool. You make me Zinedine Zidane or Kylian Mbappé who score the goals in the World Cup final, And you live and feel the stadium and the emotion that happens in the stadium at that moment, It beats a billion times. The emotions experienced in sport can never, ever, But in business can never reach the emotions that you will live in sport. It’s impossible. But you said a sentence that bothers me. You say once that I would like to. And what’s stopping you? What will one day prevent you from being able to do something in front of an audience, live? You thought about it. You see, the 20 minute series with, I say to myself, I would love to be able to receive some CEOs or CEOs on stage, With sometimes a moment with questions from the public and everything. That would be extraordinary. So you have to think about it. Arnold, again. So here, we are on my farewell tour. Here, I am in Los Angeles. They surprised me at the Happy House in Los Angeles. There was a lot of people who came, of known people. Who are there to say goodbye. It’s really cool. There, you see, in physics, There, in weight, I am at 117 kilos. That’s a disaster. When I see the picture, I say to myself, It’s better now anyway. But Arnold, still there, Still there, after so long. So, 24 years later, still present. And I’m sure that if tomorrow, I’m going to Los Angeles, I’ll call him, See you in two seconds. That’s the truth. That’s authenticity. Like with Tom Brady earlier. If I text Tom Brady, In the next hour, we talk to each other. You still have the Quarterback in NFL history. These are relationships that are built over the years And who have always remained perfect. That’s extraordinary. That’s the reward Of all these years, Indeed, where you… It’s dance. You will never push them To do what they don’t want to do. You will never ask them The autograph or the more jersey for your boyfriend, Your thing, your thing. No, you have to Respect what they are. And if they see That you play the game, you have them with you Luxury is not necessarily an object. Luxury is potentially to find yourself in our Happy House in London About six months ago, where Stormzy, who is a friend, But at the same time a guy a little in place, made us on the spot acapella One of the songs from his new album, so not released. And the guy swings that, accompanied at the piano by a young, but brilliant. And they start on the thing that is absolutely not planned. He gives us one of his songs from his new album. In preview, like that, something he never does is luxury. Since you gave us the definition of luxury, in episode 20 minutes with, I found how to materialize it. This is the life of Arnold Schwarzenegger when from time to time, There are videos on his Instagram account. And for me, luxury is that. He wakes up in the morning, he goes to his kitchen, He takes his coffee or orange juice, And there, there is his donkey coming into the kitchen. Well, this vision is the ultimate luxury. I don’t want anything more. At some point in my life, when I want to live luxury, For me, that’s it. It’s just animals, because I’m an animal lover. When I see him with his donkey in his kitchen, I tell myself, in fact, all his career, he did it for himself, But he didn’t do it to buy… Because that, many people can do it. Buy a country house with a donkey in its kitchen, It’s within the reach of many, you see. When I see that, I understand luxury today. But when you analyze the real, true luxury, And I’m talking about it a lot right now, Because if we take… So now, we are talking about the real world of luxury business today. You should know that the amounts of money spent, If only to shop, Decorate them, rent them, fill them with people who work, The cost is monumental. But monumental. It’s not because you spent all these sums With stores that can be sublime. If the first person you meet in the store treats you, In a mediocre way, all your money Went to the trash. And I think one of the great revolutions Will be today To spend Time, money and energy On that. You have to reconnect there. And even the people Who have a lot of money Do not always need, Or even less and less, on the very Ostentatious that there is around, and want Find something a little more normal. And it’s not impossible to sell a watch. When I was still hot in Marpiguay, To sell a very expensive watch, Around a table eating a burger. At 20 balls, it’s not necessarily 3 stars, It’s not necessarily a great hotel. You can find yourself and live a great human experience Who will make the guy give his trust And will say what is it? I also want to buy what you sell Because I connected with you. Luxury is almost systematically emotional buying. The emotion is not only the decoration. The emotion, it is from the edge there. Bill Clinton The crazy challenge, that. No, but that was crazy. When I saw the photo, I did, wait, seriously? There was no AI at the time, So I’m sure the photo is authentic. What you need to know is that, One, it’s one of my last years. No, it’s not one of my last years, But that’s really the very beginning in the United States. I’m in 2003, there. And we are all in costume. The luxury was in a tie suit. It’s mandatory. I stopped wearing a suit in 2013, But these tie suits. And to have President Clinton, Accepts but who agrees to do a collab with Audemars Piguet. Audemars Piguet is not Audemars Piguet Now, or yesterday, it’s in 2003, we’re at the very beginning and the guy was extraordinary, Extraordinary. I always remembered we go to his offices which are on the 125th in Manhattan, So it’s Harlem, it’s there where there are his offices and then he has to shoot a video for the Launch of the watch. And then there is a text that he had worked on by his teams, then he He attacks, then there is the prompter, you see, then he reads. Then after 20 seconds, he stops. He does, no, no, it’s good. He changed the whole text, he left. He is an extraordinary speaker. Extraordinary. He changed, and while there were only 4 of us in the room, While he was talking to the camera, but there was no one else around, He embarked everyone. You do, there, it’s very, very, very high level. In the speech, in the choice of words, in the whole thing, it was perfect. And then, we were going to play golf together, in Florida. Ropes were falling that day, I say we really don’t have a bowl, but it’s the same, he stayed under the fleet, with us, thing, that’s magical encounters, and when we do the event in the shop in New York, you still have a former president of the United States, so with all that means, you still have the secret services all around, and the guy going out he does, I want to walk, you don’t walk when you’re a former president of the United States in the street, you can’t, he just wanted to take and go squeeze the ladles right and left in the street, can you can’t, Because you have protocols. It’s a sick thing. And the guy, he left the shop on foot. And he walked on Parc Avenue, But during I don’t know how long. And everywhere, people… They stopped him. Extraordinary. Jay, I met in 2000. So that, the meeting, it’s funny because It’s a friend of mine who tells me “Here, I have to introduce you to Jay-Z. ” “Jay, what? ” “Oh shit! ” “But forget it, me. ” “Well yes! ” “I’m landing. ” “Wait, I’m coming from… ” “I don’t know who it is. ” “But wait, guy, We’re still going to buy the albums. I’m crazy about music, So we already had speakers in the office. The day he arrives, at 3 p.m. in the afternoon, I put his music on full When he returns to the offices. He does… Oh, you know my music? It’s hot! But it’s funny. Do you look like Iron Man? No. It looks like Tony Stark, the little Veubar. You’re too classy with the little costume. I swear to you. Frankly, it doesn’t seem like it. It looks like Tony Stark. And then on the first day, we realize it, He already has 14 Marpiguerre watches. So the guy, he’s serious. And then, the second time, he told me, We’re going to make a watch together. And I, in my head, I say to myself, But then, before we make a watch together, I’ll explain, it’s impossible. Because look, the photo, it’s a legend, It is legendary. We are both in suits. So it’s the beginning of the 2000s. And when we start the watch, He shows up in a costume. However, when you think about it, we launch the watch in 2005, Together, and this is the first time, The first time, That the street and luxury Will cross the bridge. I challenge you, To the challenge at the time, to find me sneakers, Hoodies, stuff in luxury boxes. Everyone, The establishment, we are all in costume. Since even he, when we throw the watch, It’s the first time, all categories combined, I challenge anyone to tell me, There was something before, there is no one. We open, we cross The bridge. And that’s where everything Change. Where the music comes from And… Where all of a sudden, it’s A costume. Then little by little, it’s okay Go down. And me, my last Years as CEO, I’m in Audi. And it’s over. You see, it’s really… We have to come back. That’s the real beginnings. I love seeing this picture, actually. We are both on codes Of the time. You are writing history. Well, here it is, it’s the beginning. Once again, we tell your story in The previous video, but you have a big Of swatch you arrive in this environment a little by chance to completely it was impressive for you to Find yourself there in a costume at first in the US with rock stars without necessarily even knowing it Because you didn’t even know Jay-z three hours before no no no because you have to know One thing first this photo it is in 2007 photo it is in 2006 where it is not the All at first agree with j because we launched the watch in 2005 but that’s for an event Charity to celebrate something around Broadway. So that’s after. In 2001, in 2000 sorry, we still did a charity event where we Alan Schwarzenegger, Mohamed Ali, Sharon Stone, Billy Crystal. That’s heavy, In the room, they are physically there. You have two legends Schwarzenegger and Mohamed Ali, Who are here to celebrate the 125th anniversary of the brand. Well, once you’ve done that, The rest is easier. You hit the top. And the fact that we worked with Mohamed Ali, Has given us credibility. I love it because we say “street cred” in English. “Street cred”. You have credibility, the guys say: “they worked with Mohamed Ali”. Okay. End of story. It’s good. Indeed, it changes the game. So after, it’s no longer to be Impressed. I am impressed by people who behave in an extraordinary way. And when very high-level people behave in an extraordinary way. That’s what Impresses me. It’s not the fact that it’s extraordinary. It is that by being extraordinary and being Requested as they are, it remains Simple, kind to everyone. Good morning, Thank you, thing. Take the time, take the photo, shake hands. That speaks to me. Another one? This is the launch. This is the launch, so 2005. I thought it was cool too. 9am, I told him the day before, you show up late, I’ll tear your head off. Do you really live that? But of course, because we know each other. Wait, at that time, we’ve known each other for 6 years. I spent entire evenings, on the recording, in his club, I spent time. Because I didn’t know. Don’t forget one thing, I didn’t know. So, I had to understand. At the time, when we realize, he is not alone. He is with Damon Dash and Biggs. There are three of them. There is Alia too. You won’t know who Alia is. Alia, it was almost Beyoncé before Beyoncé. Who died unfortunately while returning from a video in the Bahamas. So she had crashed. But she had a funeral where there were, I don’t know how many people. I talk about it with friss Damon Dash And so I spent time with these people behind the curtain without ever talking Of anything. And Biggs who was the third, I found him a year and a half or two years ago Completely by chance. I learn, he went to jail. He was in prison for five years. He did Five years in prison, him Biggs, for not denouncing friends on a deal story with Grass, something like that. It’s not weapons, it’s stuff. There was a weed deal, he didn’t want Denouncing people, he was in prison for 5 years. The guy goes out And I learn, I had lost sight of him for a very long time, That he went out, that he is in Los Angeles. And a friend of mine tells me, I have his number, I do, give me the number. We haven’t spoken to each other since time. And I call, he does, Francis? It touched me so much On the thing to say, but it’s incredible, We haven’t seen each other for so long. And the guy calls me back, I say, where are you? He makes me, I arrive in Los Angeles. I say, come, see you. He came with one of his singers, because he became an agent. He came with St John, who is a nice guy like everything, great. When we met, we stayed in each other’s arms for, I don’t know, a quarter of an hour. It was so good. And then, he came to the launch of the Travis Scott. He was there. And for me, I could close the loop. Do you know what I mean? 2000, the studios, Damon Dash, Biggs, he was there. The guy, we lose sight of each other. He returns to the launch of the Travis Scott. And before leaving, we hug each other again and he does… That’s life. That’s luxury. Do you see? There, life is magical. We find ourselves like this. I’m talking about it, it’s Serena Williams. A fantastic story with Serena. I told you, didn’t I? I told it, that’s why I found this… Well, we’ll put the story in the previous video, That way, it will give you a real reason to go see her. Serena Williams, there is a story that is phenomenal with her. You know, when in the final, in tennis tournaments, You have a trophy, if you lost, she’s crazy in the trash. She put her defeat trophies in the trash. Stallone, that, we meet him. The evening of the inauguration From the store in Los Angeles And he is not caught at all Stallone is not Audemars Piguet at all Stallone is Rolex, Stallone is Panerai It’s Richard, after Later, but at the very beginning it’s a lot of Panerai I remember the iconic watch Yeah yeah, but it’s a lot of Panerai Rolex, thing, and we’ll see each other in the shop And that night there is a Rolex Special, I’ll show you your watch He’s looking at my watch I’m doing It would still be cool if we did something A little like that, we didn’t do it but But it was super interesting Adorable, I met him again in Saint-Barthes Not long ago, because we took a picture together Where we act like we’re going to hit each other Besides, for the little story, and the guy who I remember it was really cool, nice Really nice, nice, good It was the moment of emotion It was nostalgic for these images Finally, beyond rhinestones and sequins What did they look like Your life at that time, you said that you had taken A lot of weight, that when you see the photo again and all that In fact, now that we We dreamed through these stories. What was the reality? If we dive back into your life, In what you are also going through at that time And in what was perhaps the most difficult. There is no nostalgia, there is only gratitude. Because you do, compared to where I come from, Who I was, and what I did, And the people I met, You can say thank you. You say thank you. Thank you is life. Does that mean that everything was perfect? No. Does that mean you took big rakes and stuff? Okay. But it doesn’t matter, that. But thank you first. If I look at images from 2001 or 2005 or 2010, it’s not the same That the image I see of 2023 before I stop, where there I see that I have to stop. When I See the image again, it was still time to rest a little. No but the thing is really Thank you. You look, you do… I also try to rethink the bad times. There have been bad ones Moments, it’s mandatory. Mandatory. 2022. I take a pie but I understand today the Things much easier. In 2022, all scores are green. 50 years of the Royal Oak, We exceed 2 billion business tubes, so the profits are there. We’re having fun at Aonemar Piguet, but we’re having fun. Everyone loves us, you think, people want everything. Watches, prices are… All cases are green. And it’s perhaps the saddest period Of my life, at Aonemar Piguet. Why? Because I’m starting to see a kind of attitude Rising like that of people who do not necessarily behave correctly who are people who have Joined from marpelday not so long ago and who already take themselves a little for stars And I hate it because we built success a watch at a time one person at a time one Collaborator at the same time it took time to build success like that and you have people Who land and who appropriate it in two seconds imagine you land at Real Madrid Madrid tomorrow, and you behave like Who is going Go map me. You do “Wait, Zouzou, you haven’t played yet. ” So you’re nice, then when you’re going to play, you’re going to score goals for us. Because if you don’t score a goal, you won’t be of much use. And you have to accept. And I see this thing Arrive, which will damage at one time or another The organization. Sure. Sure. You told me a sentence That had marked me a lot when we Discussed at a dinner. We will see that he will still answer this number Tomorrow morning. Did it turn out to be true Most of your contacts no longer responded since you no longer represented AP? So I was convinced that I was going to palm 95% of my contacts, and not at all actually. So that was the surprise. 1400 contacts in the phone, I made myself I removed 300, During the Christmas holidays, year 23, I remove 300, I don’t even remember who it was, I take advantage of it, but as I am a little maniac, I will put myself in order, I say now we’ll see, and then today I think we must have 1800 or something like that, But no, I have almost nothing. But almost nothing. So that’s pretty cool. You were a manager for 10 years and an employee for 30 years in total. You have already considered yourself an entrepreneur. And wouldn’t you be becoming one? So first of all, I think I managed Aude Marpiguet When I was a boss in the United States as an entrepreneur. Since I did a lot of stuff that completely went off the beaten track. We were not corporate in that sense. At the direction of the house, it’s different. Largest team. You have a board of directors to whom you report regularly. But I had very entrepreneurial attitudes. That’s for sure. Anyway, I think I’ve always had it in me. Should I have even left before potentially? Maybe, I don’t know. But I’m quite fatalistic. What must happen happens. You see, by stopping in December 23, by telling me On March 24, that’s it, everything will already be ready. I took a pie, it was never ready. I have to leave, thing, and it’s built. And even now, we are in July 25. And there is still a little work, but that’s it, We will announce the new adventure in September. And it’s good that there was that time, in fact. It’s good that you are the rakes. It’s good that a lot of people have told me, yes, we’ll tell you. Once again, things are not there by chance. I will leave you a link. I know that there is a special link on which we will be able to follow this next adventure. Is it an entrepreneurial adventure? Oh yes. Ah but I can say one thing. I have, I think, a divine mission now on this planet. Oh yes, but that’s for sure. That’s it, I want to change the business world. It’s a big statement, you see, it’s a big statement. I want to change the business world. And I will change the business world. And you see, I even said to my wife, we don’t say my wife, we say my wife. The little beetle is still learning. The little beetle learns. Today, I’m still telling myself, I’ll see them later, I’ll be good. Yes, because you are 26 years old, little beetle. It’s normal, you’ll understand that. It’s called the experience. And my two daughters, that if tomorrow I slam a heart attack or something, you see, They must carry the flag. I am so convinced of what we are going to do and of the well-founded That if even me, something happens to me, they have to carry the flag. I think we have a real playground A real playground And I see it, because when I give lectures in universities When I talk to my daughters When I talk to people Who we work today to prepare, because I already have people Who works like nothing How long has it been since I realized that you were preparing this? Since 2017 Oh yes yes, it sprouts in my head Since 2017, so that’s it We’re finally going to put it into action And it’s You know when you know it’s fair You know it’s fair, you know you look Or, I imagine someone, you were talking about singing, He is someone who knows that he will still work on his piece of music, And at some point, it’s just that. It’s okay, you don’t have to change anything anymore. You don’t fix anything anymore, it’s there, it’s in place. September. September 17. September 17. Yes. OK. We’ll follow that. You worked longer than I lived on this planet. If we were never to see each other again, which I hope not, What would you give me the last piece of advice before you leave? So, I’m going to go on a complete delirium First of all I wouldn’t share If I ever had the opportunity to do what I want And you see for example I still have a day to live And I know we’re going to cross paths I would have because I really think And you know me a little anyway And I can say what I want, to whom I want, when I want You are a real beauty And I will say it with a bad word A real beautiful fucking person So you are a person that I like very much I would like to give you the gift of my experience. But I don’t want to give you… I don’t want to give you… How there are keys. I say here’s what I have. Take it, it’s like a hard drive. Take my hard drive. Take now. Do with what you want to do. I will do that. Thank you very much. It touches me a lot. I know that… When you put your hand like that, It’s when I want your lover. You don’t give a damn about cams and stuff. So, I thank you very much. Well yeah. There you go. Thank you François. You’re welcome to me. See you on September 17th Subtitles ST’ 501