Frederique Constant The Avener: New Ambassador
The musician and producer The Avener becomes the ambassador of the Highlife collection
The Frederique Constant Maison was founded in 1988. A totally independent Swiss watchmaker, born from the passion of two Dutch entrepreneurs, Aletta and Peter Stas. One year its senior, the French artist Tristan Casara, alias The Avener, was also destined to live from his passion, music, to become a musician and producer. Their paths crossed in 2022, and they recognised common features in exercising of their passion.
Passion at the heart of this collaboration
Highlife X The Avener is the encounter of two worlds connected by a shared mission: watchmakers and musicians are artisans of emotion. When they create a piece, each one endeavours to find the perfect combination, the appropriate notes, assembled harmoniously to produce moments of exception.
To give life to such a composition, musicians and artisans must be able to harness all their ingenuity and demonstrate unlimited creativity. Indeed, the particularity of each creation is a reflection of the inventiveness that its creator has been able to inject into it. Of his capacity to innovate, surprise and make people dream.
Two worlds which make passion central to any production, and use it as a source of inspiration. What nurtures this passion? The desire to share a vision of the world and pass things on across the generations and cultures. To produce watches and music which knows no boundaries so that they become timeless.
The Avener © AFP/Joël Saget
Precision above all
When Frederique Constant watchmakers develop a timepiece, each component has a well-defined function resulting in and giving life to a sublime interplay of wheels. As is the case for a musician “precision involves seeking out just the right note, and the rhythm that is as accurate as possible. This always creates an incomparable moment of grace, the incredible feeling of touching eternity, absolute harmony and freedom”, The Avener explains.
The action of the watchmaker and that of the musician are thus quite similar. Both are attentive to the world surrounding them, free to define their own rules, requiring a high degree of quality, on a constant quest for innovation, precision and harmony down to the smallest detail. Motivated by the desire to create something greater than themselves, which will remain forever. Something that will leave an indelible mark on the world, something that will be able to change everything.
Highlife X The Avener
In 2022, Frederique Constant and The Avener are joining forces to promote the Highlife collection. Illustrating Frederique Constant’s spirit of innovation and creativity, the Highlife collection also embodies that of the artist.
A collection created in 1999, already known under the Highlife name and which was brought back into the spotlight in 2020. Offering a resolutely contemporary design, it also reflects the way in which the artist shapes the music and his ability to innovate. Indeed, The Avener, from a very young age enjoyed reprising classics and adding a touch of modernity to them in an original electropop style, punctuated with notes of blues, jazz, folk or soul. Determined to get the crowd dancing, The Avener aims at pushing the music in different directions while preserving its essence.
Free in what they create, watchmakers like artisans cultivate a spirit of innovation, free and without compromises, to constantly push back the limits and touch new sensitivities. The key ingredient for arousing curiosity, creating emotion, and speaking to everyone.
Frederique Constant has made a successful business out of offering affordable luxury, experiencing growth rates well above the industry average. The owners have a clear mission to make fine watchmaking available to the largest possible audience of watch enthusiasts at sensible prices.Find out more >
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