Pursuing the "Classic Style" of Swiss Watches

Within the Swiss watch industry, there are actually many who view smartwatches with apprehension, seeing them as a "black ship" that threatens the current prosperity of luxury mechanical watches. About 40 years ago, in the 1970s, the Swiss watch industry was devastated by Japanese quartz movements. The superior accuracy and advanced image of quartz watches swept the market. Watch factories closed one after another, and many watchmakers lost their jobs. To avoid repeating that nightmare, each brand is taking various actions.



Among them, the most proactive move has been made by Frederique Constant, a manufacture brand popular for its "Heartbeat" mechanism, which allows a view of the balance wheel and escapement—the parts that pulsate like a heart when the mainspring is wound—from the dial side.

In March,Apple Watchwas released. Prior to its announcement, a press conference was held worldwide, including in Japan, at the end of February. What's remarkable is the originality of its design and the movement within.

Externally, it is completely different from the smartwatches of electronics brands like Apple Watch. It completely eliminates the LCD display, presenting the appearance of a classic Swiss watch. The internally developed movement is also original, co-developed with a Silicon Valley company and manufactured by MMT, a joint venture. Furthermore, the battery life is comparable to that of a conventional quartz watch, lasting over two years. It connects with both Android smartphones and iPhones (iOS), which together hold over 80% of the global market share. The functions are deliberately streamlined, focusing on time correction, activity tracking, and sleep recording.

Why did Frederique Constant limit the main functions to just two?

Page02.Will Quartz Watches Evolve into "Watch-like" Smartwatches!?

Will Quartz Watches Evolve into "Watch-like" Smartwatches!?

Why the insistence on a classic analog face, and why limit the main functions to activity and sleep tracking? Peter Stas, founder and CEO of Frederique Constant, provided a clear answer to this question at the Baselworld exhibition.

Indeed, the most widely used watches in the world today are quartz watches, which are more accurate and affordable than mechanical ones. And in terms of price, quartz watches fall into the same segment as the wearable products of the brands Stas mentioned.

In other words, Stas seems to believe that the competitors for smartwatches are not mechanical models, but rather these wearable products, and it is natural for quartz watches to incorporate their functions.

"I began researching the future of watches three years ago. The keywords I arrived at were 'horological' (watch-like), 'beauty,' and 'superior wearable technology.' I also felt the need for a strong partner in the wearable technology field, so I personally visited Silicon Valley to find one," says Stas.

Stas, who previously worked for an electronics manufacturer before founding his brand and is a personal fan of Apple, states with respect, "I have nothing but respect for Apple and its products." He is confident in the success of the "Horological Smartwatch" and already has a five-year business plan in mind.

One part of that plan is to supply the developed movement to other brands. Mondaine, famous for its Swiss railway watches, has already unveiled a model featuring it. Stas aims to invigorate this market by becoming a platform for Swiss-made Horological Smartwatches. No other Swiss watch brand has such a meticulous plan for smartwatches. Like the prestigious brands, Frederique Constant is a name to watch closely.