Aletta Stas-Bax

Aletta Stas-Bax (born 1965) is a Dutch entrepreneur and author. In 1988, together with her husband Peter Stas, she founded the watch company Frédérique Constant. The company initial strategy centered on producing classical luxury watches at an affordable price. This strategy was the basis of strong growth during the 2007–2008 financial crisis when consumers were looking for lower prices.

Career
Stas-Bax earned recognition as one of hundred most successful and influential female entrepreneurs in The Netherlands, as well as being named among the 20 most influential women in Switzerland.

Stas-Bax is an advocate of gender diversity in board of directors.

In 2002, as part of their effort to diversify the Frédérique Constant group, Stas and her husband acquired Alpina Watches, a manufacturer of Swiss sports watches founded in 1883. Frédérique Constant was later acquired by Citizen Group.

In 2013, in collaboration with her husband Peter Stas, Gisbert L. Brunner and Alexander Linz, Stas-Bax to write the book Live your passion, Building a watch manufacture.

Stas-Bax is a member of the board of directors of Frédérique Constant.