May 3, 2026 - Last September former Stromer Co-CEO, Tomi Viiala, and François-Henri Bennahmias, former CEO of watch brand Audemars Piguet, launched Viiala Bikes, a Swiss-based mobility company aiming to reinvent the e-bike with radical new technology and high performance.

The two visionaries from entirely different worlds challenged and disrupted the cycling industry with their bold vision to redefine what cycling stands for. “Our competition isn’t other bike brands — it’s every other option you could take and still choose to bike,” claimed Viiala Bikes.

The collaboration was born from a serendipitous connection. Bennahmias, a long-time speed pedelec rider, had been captivated by the possibilities of e-bikes and approached Viiala about the idea to create something entirely new together. “It took some time to think about it, but when I met the R&D team from the Dubai Future Foundation which would do it together with me, it was clear that it was the chance of a lifetime,” said Viiala.

The new company is based in Nyon, Switzerland. “I didn’t want the brand to be about me,” said Tomi Viiala, who exited Stromer back in October 2024. “But François insisted that tying a name to a person makes it more powerful. We both liked the sound of it — simple, universal, and free of any negative connections.”

With R&D hubs in Switzerland and Dubai, and engineered with 95% of components sourced from Europe and the USA, the company plans to assemble in Europe with the first models ready in 2028. Both Europe and the USA will also be target markets for Viiala Bikes.

A key company pillar is being part of The Honourable Merchants Group (THMG) launched in September 2025 by Bennahmias, who drove significant growth at Audemars Piguet, increasing annual sales from roughly 600 million to 2.35 billion Swiss francs. THMG is built around “…a constellation of companies, each representing a distinct sector of the luxury industry, operating under a shared code of conduct that emphasizes integrity, responsibility and long-term value creation, ensuring growth is measured not only in financial performance but also in cultural and human impact.”

Viiala Bikes aims to conduct business according to a specific philosophy that puts transparency and controlled growth at the forefront.

To achieve their lofty goals the company brought on board Pit Pillatsch, known for his leadership roles in e-bike systems at Specialized Bicycle Components, as Head of Engineering.

Soon after, Humna Khan, CEO of Astro Test Labs, with NASA and SpaceX credentials, joined as their Chief Innovation Advisor. Then Viiala Bikes announced its formal collaboration with Craig Dent and his company RiDE-studios.

Working with more than 80 people across three continents, Viiala Bikes would soon be heading to the world premiere of its first three models — the Hyperbike, the Super Commuter, and the Urban Rocket
— at the Museum of the Future in Dubai in late November 2025. And Viiala Bikes hit the mark.

“Viiala isn’t building another e-bike. Viiala delivered one of the most future-defining moments I’ve seen in mobility,” noted Dr. Elie Daher, Strategic Advisor and Thought Leader on LinkedIn.

“I think you changed Design & Dubai today,” commented legendary Ross Lovegrove, one of the world’s most acclaimed and influential designers, to Tomi Viiala after the event. The world premiere marked the next phase for the company to create a new movement in high-performance urban mobility.

“The feedback and reactions exceeded our wildest expectations. And it confirmed something essential: we are on the right track,” remarked Tomi Viiala. “We will open up Viiala to early partners, investors, suppliers and riders who share our belief that the future of transportation and sport should be both emotional and intelligent.”

The Hyperbike is planned to be revealed to the public in Q4 2027 with the first rideable bikes around Q1 in 2028, when the first orders can be placed, with the first deliveries in Q4 2028. The other two models will follow in 2030.

The pricing is estimated to be CHF 15,000 ($18,750 US) for the Urban Rocket, CHF 20,000 ($25,000 US) for the Super Commuter, and CHF 25,000 ($31,300 US) for the Hyperbike, which will be custom only.

High-ticket e-bikes are part of Tomi Viiala’s DNA as an ex-Stromer Co- CEO, where models broke the €10,000 Euros ($11,500 US) threshold.

In January, as the new year began, Viiala Bikes announced a partnership with Spoke Safety who’s VRU2XTM technology links cyclists, drivers, and infrastructure in real time, enabling direct communication on the road to bring a new level of safety and awareness for riders and drivers.

“In the U.S. alone, roughly 49,000 cyclists are injured each year in collisions with motor vehicles. In Europe, cyclists make up a significant share of serious road injuries — so together, Europe and the U.S. likely see well over 100,000 car-involved cycling crashes every year. And worse than injury, every death is one too many,” commented Tomi Viiala.

Safety and comfort will be two key words for Viiala Bikes. The company plans to work with select partners in target markets to create retail outlets for the brand, along with an excellent service network where customers can experience the world of Viiala and also get advice and custom parts. “We’re not building an e-bike with some tech around it, but rather we’re starting with the tech and building the bike around it,” concluded Viiala.