Aletta: Peter, Hans van Willige, a friend from McKinsey, Wim van Heijst, a retired businessman and myself. It was a small group and, incidentally, all Dutch. Peter: We were working at that time to define the values of our watch brand more clearly. What does Frederique Constant stand for? Where do we want to go? What are our goals? And what makes Frederique Constant different from other brands? We realized right from the start that marketsensitive prices rank amongst our most important competitive advantages.. Aletta: Attractive prices were decisive as a means of reaching younger target groups composed of 30 to 45yearolds with smaller budgets. Most of these potential customers are business people at the beginning of their careers. Many haven't yet moved up the ladder and are still working in lowertier executive positions. Their incomes are limited and they may also be starting families, which likewise requires funds. Peter: But these young people are nonetheless enthusiastic about Swiss mechanical watches. They're precisely the individuals for whom Frederique Constant offers attractive timepieces. So we decided that our company should produce accessible luxury in the form of beautiful, affordably priced Swiss watches from geneva. Our purpose is to enable more people to enjoy luxury. Aletta: But beautiful watches at accessible prices weren't enough. We also needed to emphasize the luxury aspect more strongly. So our discussion turned to what we could do to give Frederique Constant the desired image. That's how we arrived at the idea of sponsoring. No Fields Found.