In Aletta Stas-Bax is a Dutch entrepreneur and Author who along with Peter Stas co-founded Frédérique Constant.
1. Describe briefly your childhood.
The first years of my life, I grew up in Holland with my parents and 2-year older brother. My father was very strict. I always wanted to do the same things as my brother, like playing soccer or other boyish games.
When I was 5 years, we moved to Switzerland and Monaco for 3 years. This move had a big impact on me as I started primary school without knowing one word of French and being the only foreign kid. After this period, we moved back to Holland where I had a very happy childhood with lots of friends and doing lots of sports in free time.
2. As a child, did you have any driving ambition?
As a child, I wanted to become a vet. Later I was not sure anymore and decided to go to University to study law, which gave me good all-round education.
3. What is your first significant memory as a child?
The hikes in the Swiss mountains. As a young child I lived for 2 years with my parents and brother in Fribourg. In the weekend my father insisted to walk for long hours and my brother and myself were not always in the mood. My mother always found ways to distract us, like looking for stones or fossils.
4. Have you ever had another profession?
I worked as asset manager in commercial real estate for the ING Group in Holland and also in Hong Kong.
5. What made you decide to go in the direction you are currently in?
I started at a large multinational in the Netherlands. After University most of my friends started as well to work for big firms. This was how you learned structure and doing business according to my father. My husband Peter was working for another Dutch multinational and during our discussion together we agreed that we preferred to work in an environment where we could decide which way to go. We both had a passion for watches and during a trip to Switzerland we bought a beautiful mechanical watch for Peter. We noticed that mechanical watches were expensive and wondered who could afford such a watch when you just start your career? The store also had its own brand and therefor was able to offer for a much lower price. Why is there no classical Swiss watch brand for an affordable price? That was the moment we decided to start our own watch company, and this was the start of Frederique Constant.
6. What’s the worst job you’ve had to do?
During my student time I did some monotone and uninspiring jobs because I needed some money to be able to party and travel. One of the jobs was counting how many people get in and out of a bus.
7. What’s been the hardest moment in your life so far, and how did you overcome it?
I only want to say that I managed to get over the hardest moment in my life. I rather prefer to keep that private.
8. Who has had the strongest influence on you?
My father and my husband. As a child my father taught me discipline and not to give up when times are tough. My husband has taught me to have trust in myself.
9. What are you most proud of?
Our 2 children who are passionate about their studies. Our son will start in the fall with his PhD in physics and our daughter is studying Life Sciences.
10. What advice would you give to a 20 something someone thinking of taking a similar path as you?
Choose something you are passionate about and do not be afraid to make mistakes. Enjoy the road to your summit, although it will be tough and not always easy. Work hard and also take the time to celebrate when milestones are reached.
11. Name three things on your bucket list.
Travel the silk road
Travelling by boat the coastline of the mediterranean countries
Play golf in Scotland
12. Where do you think the watch industry is going to be in 10 years’ time.
Depending of the length of the pandemic situation we are facing now, there will most likely be some changes, some brands will disappear, especially in the lower segment. The Swiss watch industry has had a very long period of growth which started as of the beginning nineties until 2018. We had a huge dip at of end 2008 & at beginning of 2009. Fortunately, the Swiss watch industry picked up rather quickly. Now we are in a different situation as in 2019 and the start of 2020; the overall watch industry was under pressure and slowed down a bit. Younger people were less interested to spend money on a fine watch because they rather spend it on experiences like travel. Another negative influence on mid to lower segment has been the smartwatches, especially the Apple watch. And a third influence has been the discount channels on internet.
How the future will be for the Swiss watch industry is difficult to predict. Hopefully the economy will start to pick up in Q3/4 2020 and maybe Covid-19 will result in that more people start to value beautiful Swiss watches again (at least for the mid-term) as travel, visiting theatres and dining out will be restricted for a while.
To find out more about Aletta Stas-Bax