“Move More, Sleep Bet­ter, Im­prove!”

Fred­erique Con­stant has a pas­sion for de­sign of beau­ti­ful watches. Their per­ceived value through qual­ity of de­sign, ma­te­ri­als and man­u­fac­tur­ing is the key com­po­nent of its suc­cess. Se­bastien Cretegny, Man­ag­ing Di­rec­tor, Fred­erique Con­stant shares his view

Shoes & Accessories - - Contents -

Fred­erique Con­stant is a watch man­u­fac­turer based in Plan-les-ouates, Geneva. The com­pany is in­volved in all stages of watch pro­duc­tion, from ini­tial de­sign to fi­nal as­sem­bly and qual­ity con­trol. Fred­erique Con­stant watches are de­fined by their high qual­ity, dif­fer­en­ti­a­tion and pre­ci­sion in de­sign and man­u­fac­ture. Each watch is as­sem­bled by hand and ex­ten­sively con­trolled with lat­est equip­ment to en­sure max­i­mum qual­ity and dura­bil­ity. The com­pany in­no­vates to of­fer creativ­ity and ex­cep­tional value. Its 3200 square me­ters fa­cil­ity in Plan-lesouates, Geneva is ul­tra modern and of­fers the best en­vi­ron­ment for its pas­sion­ate watch­mak­ers. Pro­duc­tion has ex­ceeded 138’000 time pieces in 2014 and watches are sold in over 2’800 POS around the world.

Tell us about the Smart­watch.

First Fred­erique Con­stant was the first Swiss Watch­maker to De­velop and in­tro­duce a con­nected time­piece made-in-switzer­land, the Horo­log­i­cal Smart watch, which was ini­tially only avail­able for Gents. We typ­i­cally see that women are much more sen­si­tive to health and well­be­ing re­lated con­cepts, it was only log­i­cal for FC to re­lease a prod­uct, which was fi­nally fem­i­nine, el­e­gant em­body­ing the lat­est tech­nolo­gies Ladies are look­ing for. This line was spe­cially de­vel­oped for women, its smaller and more so­phis­ti­cated than other prod­ucts avail­able on the mar­ket, dis­play­ing func­tions by hands and vi­bra­tion. Main fea­tures are AC­TIV­ITY, SLEEP, CALL and MESAGE NO­TI­FI­CA­TIONS .

Fred­erique Con­stant en­cour­ages women to Move More, Sleep Bet­ter, Im­prove!

Your un­der­stand­ing on Smart watches mar­ket in In­dia and Glob­ally.

Since the launch of our Horo­log­i­cal Smart watch, we have sold more than 25K pcs, so it is un­de­ni­able that a new mar­ket has opened up and we are happy to have been a pi­o­neer in de­vel­op­ing and con­tribut­ing this new cat­e­gory. In­dia has a close re­la­tion­ship with IT, it is there­fore only log­i­cal that con­sumers are more at­tracted by the lat­est tech­nolo­gies and in­clined in adopt­ing them faster than else­where. In fact In­dia has been one of our most suc­cess­ful mar­ket so far.

How chal­leng­ing is to ex­pand in In­dia? Af­ter all, your prod­ucts are a high-end brand and not a mass-mar­ket brand.

The main chal­lenge in In­dia re­mains ge­o­graph­i­cal expanse. Ex­pan­sion is limited by the ter­ri­tory con­straints. How­ever, the growth Fred­erique Con­stant is ex­pe­ri­enc­ing in In­dia for the al­most 10 years now, has been very steady and sta­ble. There is in In­dia a long his­tory of watch mak­ing and watch afi­ciona­dos, who rec­og­nize the crafts­man­ship of our time pieces.

Who is your tar­get cus­tomer?

Typ­i­cally the young ex­ec­u­tive, ac­tive in the modern world with an In­ter­na­tional in­volve­ment. The one who are so­phis­ti­cated enough to be will­ing to dif­fer­en­ti­ate them­selves from oth­ers and have a pas­sion for de­tails and clas­si­cal time pieces. Price sen­si­tiv­ity is a cru­cial as­pect; we of­fer beau­ti­ful watches at af­ford­able prices.

How im­por­tant is an emerg­ing mar­ket like In­dia for the brand?

Ex­tremely im­por­tant, in fact,fred­erique Con­stant has been present in In­dia for more than 10 years now and thanks to our part­ners, the Brand has en­joyed solid growths along the past years. Fu­ture per­spec­tive are very en­cour­ag­ing too, rea­son why we have de­cided to in­vest in In­dia with lo­cal Am­bas­sadors, etc.

Mov­ing ahead, what will be the mar­ket­ing strat­egy for the brand?

We will mostly con­tinue ap­ply­ing what has been suc­cess­ful so far and the ac­tiv­i­ties that have con­trib­uted to the Brand suc­cess in In­dia. Un­der­stand­ing the lo­cal rel­e­vancy is key, there­fore we tent to lo­cal­ize our Brand Com­mu­ni­ca­tion and get in­volved in var­i­ous do­mes­tic Events, such as Polo, etc.

How in­te­gral is dig­i­tal me­dia for the brand?

Dig­i­tal Me­dia is more than in­te­grated for Fred­erique Con­stant; it rep­re­sents more than 30% of our ac­tiv­i­ties to­day. Es­pe­cially in a mar­ket like In­dia, em­brac­ing Dig­i­tal era is part of ev­ery dis­cus­sion my Team and I would have in terms of Brand Com­mu­ni­ca­tion.

What would be the im­pact of GST on the brand?

GST is a very well con­ceived and ex­tremely pro­duc­tive tax­a­tion process. The brand has taken suit­able steps to en­sure com­plete com­pli­ance with gov­ern­ment guide­lines. Im­ple­ment­ing GST does not nec­es­sar­ily mean any change in earn­ings. It just means that the process is dif­fer­ent. There­fore there will be no change in MRP ei­ther.

How is the In­dian con­sumer evolv­ing? What’s your strat­egy to keep the con­sumer hooked to your brand?

We want to be rel­e­vant in their Com­mu­nity. We want the con­sumers to be proud of wear­ing their Fred­erique Con­stant; they are our first Am­bas­sadors so it is our re­spon­si­bil­ity to de­liver the prom­ise. Con­sumers knowl­edge has sig­nif­i­cantly in­creased in the past years, of course in­ter­net,blog­gers, etc. have largely con­trib­uted to this so­phis­ti­ca­tion. To­day, 60% ofthe po­ten­tial con­sumers, re­search first about Fred­erique Con­stant on­line.

Is there any other strat­egy to grow your cus­tomer base?

We feel the Smart­watch has con­trib­uted to grow the po­ten­tial­cus­tomer base. With this par­tic­u­lar prod­uct, we have ex­plored new ter­ri­to­ries out­side of our typ­i­cal Lux­ury bound­aries; this has had a ben­e­fi­cial im­pact in in­creas­ing the Brand aware­ness amongst new au­di­ences.

You can’t al­ways get it right. Has there been an in­stance where a strat­egy went com­pletely wrong?

Strate­gies are never right and wrong. There is al­ways a sig­nif­i­cant or mar­ginal suc­cess in ev­ery strat­egy. For Fred­erique Con­stant we are happy to say that suc­cess has been sig­nif­i­cant.

How do you work and re­work strate­gies at your com­pany? Hasn’t your­tar­get cus­tomer changed any­way?

This is a con­stant process of brand evo­lu­tion in a de­vel­op­ing mar­ket. With ev­ery change in prod­uct con­fig­u­ra­tion there is also a sub­tle change in ei­ther cus­tomer pro­file or per­ceived cus­tomer value. We con­tin­u­ously mon­i­tor these changes and ac­cord­ingly de­cide on the strate­gies.

In­dia, by virtue of be­ing so di­verse, is a tricky mar­ket for com­pa­nies to mar­ket their prod­ucts… how crit­i­cal is In­dia to the global rev­enues plans for you?

In­dia is cer­tainly di­verse but its po­ten­tial size al­lows even very fo­cused seg­men­ta­tion to be hugely sig­nif­i­cant.it will there­fore be a high fo­cus area in the years to come.

Could you share with the read­ers the most ex­cit­ing thing hap­pen­ing at the brand, in In­dia?

This year the ex­cite­ment comes from the in­tro­duc­tion of the all-new Fly Back Chrono­graph for men and the Smart­watch for women.

To your mind, what is the key to get­ting the best out of your com­mu­ni­ca­tions agen­cies?

Rel­e­vance, con­sis­tency and sim­plic­ity are the key to a good com­mu­ni­ca­tion strat­egy.

“First Fred­erique Con­stant was the first Swiss Watch­maker to De­velop and in­tro­duce a con­nected time­piece madein-switzer­land, the Horo­log­i­cal Smart­watch…”

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