Audemars Piguet CEO Francois-Henry Bennahmias explains why intensive training drills under ex-US Navy SEALs was necessary for his employees in the lead-up to the launch of 2019’s Code 11.59 collection
How many CEOs do you know send their staff to train under former US Navy SEALs? Thankfully, Francois-Henry Bennahmias did, before Audemars Piguet’s new Code 11.59 collection was unveiled at the Salon International de la Haute Horlogerie (SIHH) in January 2019.
In preparation for its launch, the straight-talking CEO known for his dynamic and bold management style sent Audemars Piguet personnel to Oman where they were subjected to gruelling physical exercises in 45°C heat.
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“They were doing push-ups and sit-ups and once they were out of breath, the ex-SEALs would yell questions about Code 11.59 close to their face to see how would they would maintain their composure. If they made a mistake, they had to go back to push-ups,” said Bennahmias, himself not an ex-military man, but who professes to be “very organised”. It appears the former pro golfer may have had a foreboding of the tempest in store the moment the world laid eyes on the then-new collection.
“When we opened the first day of SIHH, we got bombarded with negative things on social media,” he recalled. “I wasn’t surprised that we got bad comments; I was surprised at how aggressive people were—but we were ready for it.”