Frédérique Constant’s incredible success story started back in 1988, when married couple Aletta and Peter Stas founded the brand in hopes of creating and developing luxury watches at reasonable prices. Today, Frédérique Constant is a brand with 23 years of history and a powerful message: “Live your Passion”. The brand aims to reach those who transform their passions into successes, the same way Aletta and Peter Staas did.
Success didn’t come so easily: initially, the Swiss watch industry did not offer a warm welcome to two Dutch nationals offering classic Swiss watches at affordable price points. “We were not taken seriously at all. It was ‘very nice, bye bye’. Eventually they saw us as a good entry-level brand to attract a younger consumer to mechanical watches so we created excitement for the category”, Peter says.
Together, husband and wife, created a name from their respective family histories: Frédérique, after Aletta’s great-grandmother, and Constant in honor of Peter’s great-grandfather, who had been involved in making clock dials.
The brand’s first automatic mechanical wristwatches arrived in 1992—and that year the company garnered orders for over 3,000 watches. Thanks to a creative strategy, an identifiable look and a defined price point, Frédérique Constant began a steady road to success.
In 1995, Frédérique Constant exhibited it timepieces at the Basel Watch, Clock and Jewelry Show for the first time. Orders poured in from countries around the world for the creative styles and unusual technical developments from Frédérique Constant. Within two years, the Stas’ expanded the enterprise and, in 1997, established an office outside Geneva. That year, the brand produced over 24,000 watches.
The brand has since been the official sponsor of several important sporting events and charities over the past few years including the Hamptons Golf Classic and the American Heart Association.
Frédérique Constant became the perfect classic timepiece to wear on a red carpet for celebrities like Eva Longoria, who chose to team up with the brand at the Par Coeur Association gala in Paris for her charity, Eva’s Heroes.