Frédérique Constant’s innovative domination
You can't help but trust a company who places the utmost value on perfection, so much so that every single product is checked and controlled over an expansive period of time to ensure premium quality. Frédérique Constant is meticulous about the high-standards that govern each timepiece produced in the manufacturing plant in Geneva
Since 2004, the family-owned watch manufacturer has developed, manufactured and assembled 18 different calibreversions in-house, where every timepiece merges tradition and timeless eternity. Aletta Stas, Co-Founder of Frédérique Constant had an interesting discussion with Day and Night magazine to discuss the brand’s new timepieces, and its venture into the Smartwatch sector, and a range of other related topics. Aimed at the younger working generation in the age range of 30 – 45, the timepieces are an affordable luxury that is fast gaining popularity around the globe.
Considering you are a fairly young brand, what are your major strengths?
While we are a relatively young brand, we draw strength and conviction from our primary mission, which is to increase the reach of luxury. We do this by making high-quality luxury products for the larger public, by offering quartz movements all the way through to mechanical ones. Innovation is at the core of what we do and we pride ourselves on being a brand that can create beautiful wrist-wear that caters for an array of functions, all within an affordable price bracket.
We started 10 years ago with our own Manufacture movement and today hold a prominent position in the horology field. For example, this year we launched our Horological Smartwatch, which would act as the bridge between Silicon Valley and Swiss watch industry. The Smartwatch is essential for measuring daily fitness levels and can help monitor sleep patterns. Being pioneers in the Smartwatch industry, our products are compatible with the whole technology platform, working on applications that are on standard Smartphones. This new venture is unique to the watchmaking industry and gives us an added advantage over our competitors.
How did the acquisition of Alpina come around?
Frédérique Constant was created in 1988 with a clear vision to make beautiful, classical, Swiss timepieces. However, this did not stop our customers inundating us with demands to make sport watches, a challenge we decided not to pursue previously as we did not want to dilute the DNA of the brand. However, in 2002, we received an offer to purchase Alpina, and it was too good to let the opportunity pass by, as we would finally be able to cater to the sports enthusiasts whilst still maintaining the Frédérique Constant DNA. The acquisition of Alpina was a strategic decision that helped us branch into the sport watch sector, while also staying true to our roots and heritage.
Could you elaborate on the concept of Horological Smartwatch? How do you think it would be received by the market?
We first heard about the Smartwatch sector around three years ago, when it was primarily tech companies like Motorola and Apple who were falling for the concept of Smartwatch technology. Slowly, the concept pervaded the watch industry and we decided to take the leap and be one of the first to introduce a watch that assists in daily life cycles of fitness and sleep. As innovators, we explored different options such as touch screen, LCD screen etc, and in the end, decided to go for Horological Smartwatch, which is a perfect combination of a beautiful Swiss masterpiece in a stainless steel case and connected functionalities across different platforms.
Could you describe your typical customer?
In the Middle East and also globally, our typical customer is a young business executive aged between 30 – 45 years who are independent, strong minded and able to cope with the demanding lifestyle that is today’s modern world.
Which collection is popular in the Middle East?
Frédérique Constant creations have been well received by the Middle East's discerning customers. Our Moonphase Mechanical range, with the signature Heart Beat aperture at 12 o’clock, allows the wearer to admire the beauty of the mechanical movement inside and is definitely the best seller in the region.
Which of the new novelties are expected to do well in the region?
The Ladies' Moonphase collection is expected to do remarkably well within the region, as the watch features sparkling diamonds, which are extremely popular in the Middle East. The timepiece also features a beautiful elegant alligator strap, in a rich and vibrant colour and will definitely attract the eye with its ultra-feminine appearance. The case is gold-plated and at 38mm, it is just the perfect size to grace a lady's hand.
Could you tell us about your expansion plans?
In line with our vision and mission, we are planning on building a new infrastructure. Permits for the new building are in place and we are currently considering quotations from different suppliers for building materials, as the structural designs have already been finalised. Meanwhile, we have renovated our current building to ensure that the production capacities are not compromised. Construction of the new building is expected to start later this year.
Frederique Constant made 130,000 watches last year. What is your expected production rate this year, especially with the new building coming up?
Last year, we had aimed at doubling our production within a time span of three to five years. We are currently looking at producing 135,000 – 138,000 pieces, and it might be even more, with the advent of the Smartwatch.
Could you provide us insight into your global market share?
Our target is to have a well-defined and evenly spread market share. Currently, we have a 34 per cent market share in Europe, under 30 per cent in Asia and 15 per cent in America. Country wise, our strongest market is Switzerland, while France, Japan, Korea and the US are also strong.
Where do you see your brand in five years?
If our current growth is anything to go by, we see ourselves doubling our production quantities in the next five years.
