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Ladies

A Word from Aletta Stas-Bax of Frédérique Constant

Frédérique Constant, the Geneva-based luxury watch brand, was founded in 1988 by Peter Constant Stas and his wife, Aletta Stas-Bax. Here, Aletta shares her insights about the brand and its mission.

In your role as Frédérique Constant co-founder and COO, what has been your abiding vision?

My abiding vision has been has been to address the big demand for beautiful Swiss watches that are not only for a selective group of connoisseurs, but for a larger group of people who love watches but do not have the means or do not want to spend a certain amount of money.

How would you describe the mission of the brand and its evolution in recent years?

When we started Frederique Constant in 1988 we had a clear mission: To let more people enjoy luxury. This is how we started and this is what we still do today. The strategy has not changed. With each new development we always ask ourselves if it is according to the mission.

In the last years we have expanded our Manufacture line. Since 2004 we have offered Manufacture watches next to mechanical and quartz watches. A Manufacture watch has a manufacture movement, which means for us: in-house development, in-house produced and in-house assembled. We are amongst the exclusive group of Swiss watchmakers offering Manufacture watches, and although they are more exclusive we have stayed loyal to our mission by offering them with an entry price of below $2,795. Therefore we make Manufacture watches more accessible.

Our latest development is in the smartwatch area. We have launched a horological smartwatch that will be available in the markets as of June this year. Here the entry price will be $995.

Which watch model/collection best exemplifies the spirit of the brand?

Each collection fits into the spirit of the brand. I have talked about the manufacture models before. Another good example is the Classics Index Collection. This collection offers a beautiful classical design with an automatic movement. The watch is very elegant and the entry price is below $795.

How do you stay in touch with the Frédérique Constant end users?

We are very active on social media. Personally I often start a conversation with someone who is wearing one of our watches. I love to hear what made them choose a Frédérique Constant watch.

What in your view is the biggest challenge facing the watch business today?

One of the biggest challenges is the consolidation of the distribution. By consolidating there will be less and less independent brands and this can result in less innovations. The latest challenge, however, is coming from another industry: the smartwatches from Apple and other telephone companies. We have launched the Frédérique Constant Horological Smartwatch, a beautiful Swiss timepiece with connected and smart functionality. A quality product created from fine materials and made by hand, the watch combines the DNA of a classic Swiss watch with the best of Silicon Valley technology. There is no digital screen on Frederique Constant Horological Smartwatches. Instead, the beautiful laser-cut hands on the watch dial display information in analog form. These Horological Smartwatches retain their natural classic beauty and can deliver the benefits of the quantified self, all without ever having to recharge a battery.

What other luxury brand do you admire and why?

Patek Philippe makes beautiful classical timepieces with extraordinary movements. It is an independent brand with a long history.

If you were not doing what you’re doing, what other profession/avocation might intrigue you?

That is difficult to know as I cannot imagine doing something else. Most probably it would be in the creation of beautiful products.

What personal characteristics do you possess that have served you well professionally over the years?

Perseverance, action driven and an eye for detail and beauty.

Which watch are you wearing?

Today I’m wearing the Ladies Manufacture Moonphase.

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