Two years ago, at your Baselworld press conference, you said you had set yourself the goal of producing 100,000 Frédérique Constant watches in 2008; did you achieve that ?

The current crisis began in 2008 and we only achieved 95% of that goal. Last year, our production dropped to around 90,000 units, but we no indeed intend to reach the 100,000 mark in 2010. While I am not expecting a better consumer climate than in the second half of 2009, we find ourselves in a more comfortable situation than our competitors, from whom we can expect to gain market shares. In parallel, we will continue launching new models and opening points of sale, particularly in the United States where we have created a subsidiary company which has just opened the door of Bloomingdales for us; and in China, were our distributor intends to add 30 retailers to the existing 50, with the support of our Hong Kong subsidiary company.

Where do you see Frédérique Constant 10 years from now ?

I think we should continue to grow to the point of producing 150,000 watches a year, and increase our points of sale by 50 to 100%. Compared with the 4,000 to 6,500 points of sale of our largest direct competitors, our network of 2,000 retailers definitely leaves scope for expansion. However, since we wish to maintain a certain degree of exclusivity, we will not go beyond that figure. This being said, we undoubtedly won’t take 10 years to reach this ceiling: three to five years should be enough, although everything of course depends on the global economy and on our competitors’ capacity to react.

What are the major new launches in 2010 ?

We are presenting 4 new references at Baselworld. While most of these new releases are enriching existing collections, we are launching an allnew range comprising 18 versions and named Frédérique Constant Junior. The markets have long since requested a collection for teenagers, and the core target of this new line is composed of 12 to 16 year-old boys. The Junior collection is based on three main models, starting at €350 for the quartz model with day/date, moving on to a quartz chronograph at €450 and topped by a self-winding model at €550. We expect to be able to sell around 10,000 watches a year in this segment.

Are you influenced in this respect by your 13 year-old son who laid the first stone of your factory in 2005 ?

If he wants to work with us one day – and I want to make sure that’s entirely his decision – he will have an opportunity to express his opinions. For the time being, he’s only done a short internship here last summer. Coming back to new launches, we are also going to offer a limited Chopin series to mark the 200th anniversary of the birth of the famous pianist. Its classical elegance and its excellent quality/price ratio should appeal to a number of enthusiasts.

How important is your Research and Development department ?

It is composed of five people and nurtures four main ambitions: creating models with a strong image, such as the tourbillon; supporting the development of simple mechanical models; improving overall production; and reducing production costs. For example, we launched our second proprietary (Maxime) calibre last year; and we are going to add a power reserve in 2010 as a limited edition. Next year, we hope to present a new proprietary complication.

The Extreme Avalanche model by your other brand, Alpina, has an extremely strong image; is that matched by sales ?

While Frédérique Constant has held its own fairly well during the crisis, particularly due to the fact that demand for classical products has been less severely hit, Alpina has had a much tougher time. Our sales were definitely insufficient and we are reacting as of 2010 by adding two new segments: one related to the automobile world, particularly by sponsoring the Sebring (for the opening of the American Le Mans Series championship) and BMW Alpina; as well as the field of ladies’ watches, with ceramic self-winding models. Quartz and self-winding chronographs will be among the new models that should help us reach our goal of selling 10,000 watches this year for this brand.

What role do you play in the Ateliers de Monaco brand launched last year ?

This is a project that was launched by two people within our development workshop and which I support as a shareholder. Since the positioning of Frédérique Constant is not really compatible with high-end complicated watches, we had the idea of creating a third brand. Since there are already so many such companies in Geneva, we wondered what the best place to locate it might be and Monaco was an obvious choice. I don’t play an operational role in this brand.

How would you define this new brand ?

Ateliers de Monaco offers extremely complicated watches issued in limited series, such as the minute repeater tourbillon we are launching at Baselworld. They are endowed with a strong personality and are intended for wealthy people who have certain affinities with Monaco. Production is based there, and we have already been paid a visit by Prince Albert himself. The principality is home to a genuine artistic tradition there, essentially based on painting and sculpture, and the light there is simply incredible. Until now, Monaco has never really attracted watchmakers, but since we have taken this initiative, other players are showing an increasing interest in this location.

After watchmaking, do you think you are liable to venture into the world of jewellery ?

It’s not on the agenda; we want to concentrate on watchmaking while continuing to develop new movements and increase our production capacity, but I firmly intend to remain in this sphere.