The year 2021 was dedicated to marketing your ‘ Highlife’ Novelty” collection; what was the primary goal to promote amid a worldwide pandemic?
I believe that it is now even more important than ever to keep innovating and be competitive. For instance, Frederique Constant introduced a new collection featuring an integrated and interchangeable bracelet into the core collection last year. This year, we unveiled the revolutionary Monolithic oscillator and the brand’s first open-worked dial timepiece. The watchmaking industry is going through a considerable crisis; however, it is essential to stay focused, listen to the consumers’ needs, and prove that we are still capable of doing great things. We want to give hope and bring joy to people while evolving our products with the times.
What technical and aesthetic functional challenges did your team face when designing such a limited edition Skeleton timepiece?
A skeleton dial is something special, and this model is even more so with the engraved globe that is the inspiration and signature of all the Highlife timepieces. So the dial had to be created in tandem with the globe’s architecture while also revealing the FC-310 mechanical automatic winding movement. Another challenge was to offer a full Titanium PVD coated timepiece at such an accessible price.
What prompted you to integrate interchangeable straps across the Highlife Collection?
With the Highlife collection, we have revived an iconic brand design that was first introduced in 1999. At that time, these models featured an integrated bracelet. Therefore, the rebirth of this collection was a logical continuation as Frederique Constant wanted to introduce a timepiece featuring an integrated bracelet in its core collection while presenting a contemporary sporty-chic yet modern watch.
How might these visual enhancements pique your target audience’s interest?
Firstly, the Highlife Automatic Skeleton models present a modern aesthetic thanks to their case and integrated bracelet. It offers a sporty-chic look that is suitable for any occasion. Secondly, the open-work design on the dial represents a globe that adds an even more contemporary touch to the watch. It enhances it with an architectural aspect while also revealing the inner mechanics of the watch. Finally, the Titanium PVD coating gives the watch a solid character and reinforces its architectural lines. The Highlife collection is dedicated to the next generation of collectors eager to embrace modern yet luxury Swiss Made timepieces.
Some of the exquisite collections of Frederique Constant are limited editions too, what is the idea behind introducing an exclusive timepiece with a limited edition?
When it comes to our customers, we know that they are looking for different things that not everyone else can have. By developing limited edition timepieces, we provide our customers with the opportunity to buy exclusive watches that bear the edition’s limited edition number engraved on the caseback. Plus, talking of the Highlife Automatic Skeleton timepieces, an open-worked dial is unique and attractive to a certain number of people.