FRÉDÉRIQUE CONSTANT'S INDIA TAKEOVER

13-year brand veteran William Besse talks business strategy, India-based insights and more

- Sharan Sanil

Frédérique Constant is larger than it appears and younger than most might think. Since its founding in 1988 by Dutch couple Aletta Bax and Peter Stas, the Swiss watchmaker has aced the value-for-money game, standing out as a Geneva-based brand that delivers refined finishing and a surprising range of complications-think perpetual calendars and tourbillons-all at accessible prices. With over 100,000 watches sold annually, the company ranked 44th on Morgan Stanley's prestigious 2023 list of top Swiss watchmakers, underscoring its position as a rising name in the world of luxury timepieces.

This success extends to India, which has become one of Frédérique Constant's fastest-growing markets over the past 20 years, and the brand has ambitious plans to make it into the top five. Leading these efforts is William Besse, Frédérique Constant's International Director of Business Development, who brings more than a decade of experience with the brand. His role has evolved alongside the brand's own growth under the Citizen Group, which acquired Frédérique Constant in 2016, allowing it to scale its international reach while maintaining its independent spirit.

In a quick chat with us, Besse delves into the brand's journey in India, the challenges of creating 'affordable luxury', and the strategic realities of punching above one's weight in one of the most heated emerging watch markets in the world.

Excerpts:

How often do you come to India?

Not enough, that's for sure! I used to visit more frequently when I oversaw the Middle East and India. Now my role covers additional regions in Asia, including China, Hong Kong, Korea, and Japan, along with parts of Europe and the Americas. But India is a priority, especially as the market continues to grow. It's currently our seventhlargest market, and our aim is to position it in the top five within the next two years.