Frederique Constant Raises The Bar: A Candid Talk With Williams Besse, Business Development Director

1. How significant are the Asian and Middle Eastern markets for Frederique Constant?

The Asian and Middle Eastern markets represent a significant part of the business, even though it is two different markets. Asia is dedicated to volume, which helps gain market share, while the Middle East strategy to open Frederique Constant mono-boutiques turned out to be a real success, helping us introduce more high-end products. In two years only, we multiplied by three the average retail price. Our plan is to open three new mono-boutiques in the Middle East in 2023. 

2. What is Frederique Constant’s marketing strategy for the coming years?

All reports show that the price segment above 5’000 Euros is where the growth will take place. Therefore, our plan for the upcoming years is to stick to the core of our price segment as it is now, while increasing our range of Manufacture products with higher-end developments (and thus prices) to meet our competitors. 

3. Is Frederique Constant looking to expand into any new markets in the future?

It is difficult to expand into new markets as Frederique Constant is already present all around the world with about 3000 points of sale. However, the aim is to expand in existing markets where we see a big potential such as Asia, and most precisely India. Indeed, we identified India as a high-potential market about ten years ago already. We invested a lot there back then, and today, our efforts are rewarded by having opened about 60 points of sales in India, especially via our two main partners Ethos and Helios.  

4. What sets Frederique Constant apart from the competition in terms of your sales and marketing strategies?

It is its positioning which as always set Frederique Constant apart from the competition. Frederique Constant is the only watch brand which is able to offer quartz and automatic watches, while also being able to develop in-house (Manufacture) calibers at an accessible price point. This was made possible thanks to very efficient production tools and experienced watchmakers. Last but not least, all watches are being tested to ensure optimum quality, to offer our customer the best value for money. 

5. Which locations are the most crucial for sales for Frederique Constant?

The Frederique Constant strategy is to work with multi-brands stores and develop strong partnerships with retailers. However, for about two years, the brand has been opening mono-boutiques in collaboration with local retailers, and we noticed that our customers are looking for more exclusive timepieces, high-end timepieces, especially within the Manufacture segment. In India, big cities such as Delhi, Mumbai and Bangalore count the highest number of points of sales. 

6. Are there any emerging trends in the affordable luxury market?

We noticed that customers have become even more aware of the value for money, and want better quality for the same accessible price. So, we do have to pay even more attention to details than we have already done for the past 35 years, and take this into account for the upcoming years. 

7. Has Frederique Constant’s marketing and sales strategy shifted over the past few years? If so, how?

Frederique Constant was the first brand to introduce a Swiss made smartwatch with an analogue dial in 2015. We have been communicating a lot on this collection until 2020, when we introduced the Highlife collection to add a more modern and contemporary range of products (equipped with an integrated and interchangeable bracelet) to our core collection. In 2023, we will be going back to basics and focus on our Manufacture collection,  to honour the 35th anniversary of the brand. We’ll unveil these new creations at Watches & Wonders 2023, from March 27th to April 2nd. 

8. What is Frederique Constant’s plan for India in 2023?

Frederique Constant’s plan for India in 2023 is to increase the number of points of sales with our two main partners, and to reinforce our presence in big cities. Not only by being featured in new malls developments, but also by opening points of sales in smaller cities and airports.   

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