ast month, at the iconic Millennium in Crissier, Switzerland, more than 400 guests gathered to celebrate the official launch of The Honourable Merchants Group (THMG) — a bold new force in the world of luxury. Among the notable attendees were industry luminaries Jean-Claude Biver and Mathieu Jaton, who joined entrepreneurs, creators, and visionaries in welcoming this transformative venture.

Founded by François-Henri Bennahmias, THMG is a holding entity built around a constellation of seven verticals, each representing a distinct sector of the luxury industry: services, lifestyle, watchmaking, jewellery, fashion, management and art. What unites these diverse businesses is a shared philosophy — a commitment to integrity, responsibility, and long-term value creation.

The evening opened with an electrifying djembe performance by Doug Manuel, setting the tone with rhythm, energy, and a spirit of connection. Guests were then introduced to the Group’s first two companies: Viiala, a pioneer in next-generation e-bikes blending cutting-edge technology with luxury design and Avalon, a provider of military-grade security solutions for the world’s most precious collectibles. Together, they embody THMG’s ethos of merging excellence with conscience. The launch concluded with a presentation of the Group’s incubator program, giving emerging entrepreneurs the opportunity to present bold ideas that could one day join the THMG constellation. This initiative reflects the Group’s commitment not only to building its own portfolio but also to fostering the next generation of luxury innovators.

Unlike traditional groups in the sector, THMG is founded on the principle that profit must align with purpose. Every brand within its portfolio is dedicated to innovation, excellence, and ethical business practices, ensuring growth is measured not only in financial performance but also in cultural and human impact.

“The Honourable Merchants Group is more than a business venture. It is a movement, a statement of values and a promise to future generations — that luxury can be a force for good,” said François-Henri Bennahmias, Founder of THMG.