There are momentsno story can truly capture.

You can be told about thembut it’s not the sameas living them.
Like suddenly being in the air.Flying, falling, weightless for a second.
Or standing on a mountaintop, breathing inthe sky feeling humble but infinite.
Like that first ride alone, when the wobble disappears and you realise you’ve got it.
Some moments you only understand by living them.

We call them

Moments, beyond return.

It's not about moving the category forward, it's about creating a new one altogether.

About Viiala

Because even with every option at hand, nothing compares to the joy of riding a bike.

Viiala is a Swiss-based mobility company redefining what cycling stands for: from one option among many to the option people actively choose. Viiala wants to challenge and disrupt the cycling industry with R&D hubs in Switzerland and Dubai, Viiala is building the next generation of premium e-bikes — engineered with 95% of components sourced from Europe and the USA, and planning to assemble in Europe.

As cities grow more congested and riders demand more safety, efficient power management, range, design, and digital integration, Viiala challenges the status quo with a bold vision: no shortcuts, no compromises — only absolute performance and trust.

Unveiled in 2025 as part of the Honourable Merchants Group and launching its inaugural bikes in 2028, Viiala’s first model enters a new, untapped price point above today’s market. More than an e-bike, it is a statement of possibility — where engineering, aesthetics, and purpose converge to create the ultimate riding experience for the cities of today and the roads of tomorrow.

Our Vision

When people can choose any way forward, they choose Viiala.

The right leadership to deliver on this vision.

François-Henry Bennahmias

François-Henry Bennahmias

Founder + CEO of The Honourable Merchants Group

François-Henry Bennahmias was born in Paris in 1964 and began a career as a professional athlete at a young age. Ranked 25th in the French Golf Championship, he developed a strong sense of challenge, adventure, and an insatiable pursuit of excellence.

He quickly realized that he needed new challenges to channel his creativity and chose the luxury industry. Before embarking on a career in Haute Horlogerie, he worked in fashion with brands such as Giorgio Armani or Gianfranco Ferré.

He entered the world of fine watchmaking when he joined Audemars Piguet in 1994, first based in France. In less than three years, he was promoted to Head of Business in Singapore, while also taking on additional responsibilities in France, Germany, Italy, Spain, Switzerland, Brunei, Australia, and Malaysia.

Shortly thereafter, he was offered the opportunity to take over the brand’s operations in the United States. In 1999, he accepted the position of President and Chief Executive Officer of Audemars Piguet, Inc. (North America), while also serving as an advisor to the Audemars Piguet Group to develop the South American market, particularly in Mexico and the Caribbean. He also played a pivotal role in the creation of the brand’s flagship boutiques in New York on 57th Street (2003) and in Miami at the Bal Harbour Shops (2006).

In May 2012, he took on a new challenge when he was appointed interim CEO of Audemars Piguet, before officially becoming Chief Executive Officer in January 2013.

After over 10 years at the helm of the watch manufacture during which he quadrupled the company’s turnover (from CHF 500 million to CHF 2 billion) and lead the company’s transformation from wholesale to retail, as well as the creation and roll out of new retail formats such as the AP Houses, a first in the industry, François is now taking on a new challenge. In September 2025, he is launching The Honourable Merchants Group, a constellation of companies dedicated to conducting business with two key principles in mind: doing good, rather than always pushing to do more, and making sure everyone within this constellation will benefit from the value that has been created.

Tomi Viiala

Tomi Viiala

Co-Founder + CEO of VIIALA

Born in 1975 in Sumiswald, Switzerland, Tomi Viiala holds dual Swiss and Finnish citizenship. From the age of six, his life was defined by sport — the pursuit of performance, resilience, and pushing personal limits. For nearly 25 years, he dedicated himself to elite competition, first as a member of the Swiss National Team in cross-country skiing and later as part of the Finnish National Team in speed inline skating.

His career in elite sports shaped his leadership style built on teamwork, passion, and perseverance — staying positive through setbacks, never giving up, and keeping dreams in focus until they became reality.

Following his athletic career, Tomi joined 2005 ODLO, where he reshaped the cross-country skiing collection into a high-performance line, introduced new innovations, and built the global sports marketing department. After one year Tomi got already promoted to the middle management and reported directly to the CSO and special projects to the CEO. After seven successful years at ODLO, Tomi completed in parallel his MBA in Finance and Strategy at the University of Rochester, NY he stepped into his first C-level role at the Albiro Group, a 150-year-old family-owned work- and sportswear company. As CSO, he repositioned the group’s brands — Bailo, Albiro, Marsum, and Frencys — and brought fresh innovations into product development and continues growth in sales in the group and expanded into new markets.

In 2014, Tomi joined Stromer, initially to build up global sales and marketing. Over the next 11 years, he rose to Co-CEO of Stromer and Desiknio, transforming Stromer from a startup into the world’s leading premium e-bike brand. Under his leadership, Stromer expanded into 25 countries, won consecutive Red Dot “Best of the Best” and German Design Awards. Tomi not only built an outstanding international team but also became a recognized voice in the industry, pushing the boundaries of new mobility with the vision: “The new car is a bike.” He continuedly pushed the brand and his teams to stay innovative, close to the retail network, unique brand message and ahead of any competition which was the key of success. In September 2010 Tomi took a time out after the 11 years to settle down spend more time with kids and family.

Since May 2025, Tomi has served on the advisory boards of Kosmocar (distributor of VW, Audi, Škoda, Bentley, Ducati, Moustache, and KTM in Greece) and Ahooga (Belgian folding bike brand), where he supports leadership in strategy, sales, and marketing.

Tomi has furthered his education with executive training at Stanford University and London Business School. Passionate about sustainable mobility, he believes the future of cities depends on giving two-wheel solutions more space, not more roads, and finding smarter ways to share urban environments.
Away from business, Tomi remains an endurance athlete at heart — competing in Ironman triathlons, freeride skiing, ski mountaineering, and cycling. These pursuits bring him balance and energy, alongside time spent with his two children and family.

Got questions? We’ve got answers.

  • There is a before, and an after Viiala. Once you’ve crossed, you don’t return the same.
    Viiala is not a brand in the usual sense — it is a threshold. We create e-bikes that turn the ordinary act of riding into something transformative. Not simply riding, but moments beyond return.

  • Others compete on speed, range, or wattage. We are not in that race.
    Viiala is about creating a new category altogether — building something that doesn’t just perform, but transforms. Riding a Viiala feels like the first ride, every single time.

  • Every tree begins as a seed. To rush it would mean no shade later.
    We are growing something entirely new, and growth takes time. Expect our first models to arrive around the middle of 2028.

  • Not in faceless halls, but in places of trust — where people know you, your ride, and your needs.
    Viiala will arrive through selected distribution across Europe, North America, and the Middle East, always with the highest level of support for those who choose to ride.

  • Not variations of what you know, but sparks of what you don’t expect.
    We are shaping a line of e-bikes built for the open road and smooth tarmac — carrying you with ease from the first kilometer up to 150, enough to turn every ride into a journey worth remembering. Each will carry the same promise — crossing over into something you didn't know you were missing.

  • Endurance is not a number; it is the feeling of being carried further than you thought possible.
    We are developing advanced batteries and motor systems that obey local laws while delivering a sensation like a permanent tailwind.

  • Every new chapter is written by those who dared to cross the line into something new. Viiala is co-founded by Tomi Viiala, once co-CEO of Stromer, and François Bennahmias, former CEO of Audemars Piguet. Together, they bring mastery from worlds of speed and time — to reinvent what the joy of biking stands for.

  • A name is both memory and destiny. Viiala carries the lineage of Tomi Viiala, rooted in Nordic heritage and its spirit of endurance. It marks continuity with his past and a bold step into a new vision for biking.

  • Every rider is a story. And no story is the same.
    Customization will be part of the Viiala experience. As we approach launch, you will see how your bike can reflect not just your body, but your identity.

  • The worth of crossing over cannot be written in digits alone.
    Our focus is not on cost, but on what we deliver: technology, service, and joy at a level unseen before. When Viiala arrives, it will redefine what premium truly means.

Brand Manifest

There are moments no story can truly capture.
You can be told about them —
but it’s not the same as living them.

Like being in the air,
flying, feeling the pull,
weightless for a second.

Or standing on a mountaintop,
breathing in the sky,
feeling humbled — but infinite.

Like that first ride alone
when the wobble disappears
and you realize: you’ve got it.

And once they touch you,
you carry a trace of them forever.

A quiet thread between you and
everyone who’s crossed that same line.

Our vision is about these
“Moments beyond return”.

Moments you only understand by living them.
Feelings you don’t return from –
and wouldn’t want to.

At Viiala, we don’t just build bikes.
We transform what the joy of biking stands for…

Beyond performance – into presence.
Beyond fear – into flow.
Beyond effort – into ease.

This isn’t about cycling.

It’s about crossing a line —
into something you didn’t know you were missing.

Cross over,
beyond return.

Brand Mission
  • Performance
  • Effort
  • Fear
  • Boundaries
  • Distraction
  • Force
  • Struggle
  • Doubt
  • Anxiety
  • Chaos
  • Stress
  • Resistance
  • Limits
  • Pressure
  • Regret
  • Hurry
  • Defeat
  • Emptiness
  • Pain
  • Restlessness
  • Strain
  • Tension
  • Presence
  • Ease
  • Flow
  • Breakthrough
  • Direction
  • Freedom
  • Strength
  • Discovery
  • Assurance
  • Coherence
  • Stillness
  • Resilience
  • Liberation
  • Peace
  • Renewal
  • Harmony
  • Drive
  • Energy
  • Peace
  • Rhythm
  • Strength
  • Trust

Cross Over. Beyond Return.

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