François Constantin (1788–1854) was a pivotal Swiss businessman and co-founder of the prestigious watchmaking manufacture Vacheron Constantin. Born in Geneva, Constantin spent his youth traveling and developing a sophisticated understanding of international commerce and marketing. His entry into the horological industry in 1819 transformed a respected family workshop into a global luxury brand.

In April 1819, Constantin partnered with Jacques-Barthélémi Vacheron, the grandson of the firm’s founder. While Vacheron provided the technical watchmaking expertise, Constantin assumed responsibility for commercial strategy and international expansion. Under the new name Vacheron & Constantin, he spent decades traveling across Europe and North America to establish new markets, often using the brand’s own ships to export timepieces to wealthy clientele, including European royalty and the Russian imperial family.

Constantin is perhaps best known for coining the brand’s enduring motto: “Do better if possible, and that is always possible” (Faire mieux si possible, ce qui est toujours possible). This phrase first appeared in a letter he wrote to Jacques-Barthélémi from Turin on July 5, 1819, and it continues to define the manufacture’s philosophy today.

Beyond sales, Constantin was instrumental in professionalizing the brand’s identity and scale. He recognized that watches were viewed as exotic goods and strategically marketed them alongside high-end jewelry to appeal to the elite. His leadership helped the company survive the political and economic upheavals of the 19th century, ensuring its continuity as the oldest watch manufacturer in uninterrupted operation. Following his death in 1854, his descendants continued to lead the company, maintaining the partnership between the Vacheron and Constantin families for generations.