The Swiss manufacturer, part of the Citizen Group, attended the Watches and Wonders 2026 fair for the third consecutive year, thereby reaffirming its place in the exclusive club of haute horlogerie. All the while maintaining its positioning in the accessible luxury segment. This ultra-competitive pricing strategy is championed by its CEO, Niels Eggerding, who has been in post since 2018. Speaking to Paperjam, he discussed the challenges associated with this strategy and the prospects for growth in the current turbulent geopolitical climate.
How would you describe Frédérique Constant’s identity today in comparison with the major historic watchmakers?
Niels Eggerding. —“Frédérique Constant is a young and innovative watchmaker based in Geneva. The brand’s identity is rooted in a classic and elegant style, whilst placing a strong emphasis on value for money. Manufacturing its own movements and a commitment to innovation are central pillars of its DNA.
Is your positioning in the “affordable luxury” sector still profitable in the current climate?
“Absolutely. The brand is very strong in the price range of €750 to €3,000, which accounts for 93% of its sales volume. Although this segment requires constant attention, it is highly profitable and generates the margins needed to invest in the Manufacture range. This range accounts for more than a quarter of our turnover. These timepieces reinforce our credibility as watchmakers.
[We accept] margins that are significantly lower than those of [our] competitors, who tend to charge excessive prices.
How do you manage to keep your prices affordable whilst manufacturing in Switzerland, in Geneva?
“Manufacturing in Geneva, one of the most expensive places in Europe in terms of property and wages, requires an extremely lean organisation and operations. To offset these costs, the brand outsources certain components, such as cases and straps, to the Far East, whilst assembly and movement production take place in Switzerland. Furthermore, Frédérique Constant accepts margins significantly lower than those of its competitors, who tend to charge excessively high prices. Whilst they apply margins two to three times higher in order to invest heavily in marketing, we believe that our best marketing remains the product itself.
Are you feeling the impact of the current geopolitical crises on your sales?
“Despite a complex global context (conflicts in Ukraine and the Middle East, boycotts), the brand has shown great resilience. Difficulties in certain regions are offset by a surge in sales in other key markets, such as the United States, Mexico and India. This strong growth in these three countries enables the brand to offset the slowdown or cessation of activities in other crisis-hit regions, such as Russia or the Middle East. This can be described as geographical resilience.
The US market is experiencing unprecedented growth.
The United States appears to be a major driver of growth. How are things going there?
“The US market is experiencing unprecedented growth. 2024 was a record year, and 2025 has already surpassed that record with 52% growth. This success is underpinned by the infrastructure of the Citizen Group, owner of the brand, which has a strong commercial and logistical presence in the United States, enabling it to effectively capitalise on Frédérique Constant’s expansion. The group employs around 600 to 700 people across the Atlantic. Whatever personal feelings one may have regarding Donald Trump, the economic indicators and current commercial success in this market demonstrate a very positive business dynamic.
What is your strategy for appealing to younger generations, particularly Gen Z?
“Within ten years, Gen Zers will account for 60% of the luxury market. For the past five years, the team has been working on two fronts. On the design side, we are creating models specifically designed to appeal to a younger audience. Currently, the dominant trend identified is vintage. Drawing on its own archives from 25 years ago, the manufacturer has launched a watch with a vintage look that is enjoying unprecedented success, setting a sales record over the last 14 years. The Classics Manchette is particularly popular with women, who account for 80% to 90% of buyers for this product.
Our communications are now entirely focused on a young audience.
One of the advantages of this approach is that it isn’t limited to young people: by targeting the younger generation, the brand continues to appeal to an older audience, because ‘everyone wants to be young’. This dual approach therefore allows the brand to prepare for the future whilst maintaining its current appeal. Furthermore, our communication is now entirely focused on the young audience. It adopts a very fashion-oriented tone, which resonates strongly with Gen Z.
What is your view on the growth of the second-hand market?
“The brand does not have a specific strategy for the pre-owned market, but it is performing exceptionally well there, according to reports by Morgan Stanley. This suggests that Frédérique Constant is a healthy brand and that its models retain their value well, which is a key indicator of desirability. A certification programme (Certified Pre-Owned) is not yet on the agenda.
Where do you see the brand in five years’ time?
“The aim is to break into the top 25 Swiss watch brands by export volume. Frédérique Constant currently ranks within the top 35.
Which watch from the collection best reflects your personal philosophy?
“The Worldtimer. It is an iconic model featuring a highly innovative in-house calibre, which can be adjusted solely via the crown, whilst remaining affordable and boasting a high-quality finish. It is one of our iconic models, which we have just updated this year by fitting it with a new FC-719 in-house movement offering a power reserve extended to 72 hours and a new 40mm case.”
