How Viiala Combines Luxury Expertise, Global Engineering Talent, and Performance Heritage to Reimagine the E-Bike
Luxury has reshaped some of the world’s most established industries. Automobiles, watches, yachts, and private aviation have evolved far beyond their original functional purposes, becoming categories defined by craftsmanship and personal identity. Yet one segment of mobility has largely remained outside that conversation. According to the founders of Viiala, the bicycle industry is approaching a point where luxury may emerge as a category in its own right, creating opportunities for a different kind of product and ownership experience.
According to Tomi Viiala, co-founder and CEO of Viiala, the bicycle industry has never fully experienced that same transformation. Viiala is a luxury electric bicycle company founded by Viiala and François-Henri Bennahmias, the former CEO of Audemars Piguet. Together, they are developing a new category of premium mobility products that draws on expertise from luxury watchmaking, engineering, technology, and performance sports.
“The bicycle industry has traditionally focused on transportation, recreation, and performance,” Viiala says. “We saw an opportunity to approach it through the lens of luxury and create something that delivers a completely different ownership experience.”
That perspective emerged from decades of experience across multiple industries. Before launching Viiala, Viiala spent more than a decade helping build Stromer into one of the world’s most recognized premium e-bike brands. Bennahmias led Audemars Piguet through a period of international growth that helped establish the company among the most respected names in luxury watchmaking.
Their backgrounds shaped a shared observation. While luxury categories exist across automobiles, motorcycles, yachts, aviation, jewelry, and watches, bicycles largely remained positioned as sporting equipment, transportation tools, or recreational products.
According to Viiala, the absence of a true luxury bicycle category was not necessarily the result of a lack of consumer interest. Rather, it reflected an industry structure traditionally focused on broader volume markets and conventional retail channels.
“There are clients who collect exceptional watches, cars, art, and many other products that represent craftsmanship and individuality,” Bennahmias explains. “We believe there is also an audience looking for that same level of attention to detail in personal mobility.”
Tomi Viiala & François-Henri Bennahmias
The company’s approach reflects that belief. Rather than beginning with a target price and designing within those constraints, Viiala says the team started by defining the system architecture and then built the engineering, technology, materials, and design around that vision.
The result is a development program that extends well beyond conventional bicycle manufacturing. Viiala’s global team includes professionals from aerospace, automotive engineering, software development, luxury goods, and mobility, alongside experienced bicycle industry specialists.
According to Viiala, assembling talent from multiple sectors was intentional. “We wanted people who could challenge assumptions and bring different perspectives to the development process,” he says. “Luxury is created when every element works together, from design and technology to materials, service, and craftsmanship.”
That international approach is reflected in the company’s footprint. Development activities span Switzerland, the United Arab Emirates, Germany, Austria, and additional locations, bringing together expertise from multiple disciplines and markets.
The company’s plans currently include three distinct models designed for different riding experiences, ranging from urban transportation and daily commuting to a high-performance flagship platform. According to Viiala, each model is being developed around a specific use case while maintaining the same commitment to design, technology, and exclusivity.
His perspective on leadership and product development has also been shaped by experiences outside business. Before entering the corporate world, Viiala competed at an elite level in cross-country skiing as part of the Swiss national team.
That athletic background continues to influence how he approaches execution. “In sport, deadlines are real,” he says. “You cannot postpone a championship or an Olympic event because you need more time. That mindset teaches discipline, preparation, and accountability, and those principles remain important when building a company.”
As Viiala moves through the next stages of development, the founders continue to focus on a long-term vision rather than rapid expansion. From their perspective, success will ultimately depend on creating products that resonate with a highly discerning audience seeking craftsmanship, innovation, and individuality.
“The goal has never been volume,” Viiala says. “The goal is to create something meaningful, something that people genuinely connect with, and to establish a category that has not existed before.”
