Zenith has the blues, however not the Blues. A 12 months of chaos, although it could be, the Swiss watch model celebrates its a hundred and sixtieth anniversary with a collection of distinctive blue watches, together with a giant shock that we have now needed to sit on since February. However extra on that later as a result of it requires some mise-en-scene, as they are saying in filmmaking. CEO Benoit de Clerck tells us excitedly in regards to the agency’s deep roots in Le Locle, having had its headquarters and manufacture there since 1865. As he says, that is an uncommon matter in watchmaking, with no agency in the present day nonetheless occupying its unique website and utilizing it for a similar features. A real marvel, this manufacture is as spectacular to de Clerck because it was when he described its virtues to us final 12 months, at Watches and Wonders Geneva.
Our assembly this 12 months shouldn’t be on the honest, for this story, however in Singapore simply after the LVMH Watch Week, with each de Clerck and Product Improvement Director Romain Marietta visiting. That is the explanation we don’t get into the anniversary watches, with one exception. Chronologically, that is the primary interview we did for this situation, which winds its option to you solely now as a result of that is our first print situation after Spring, though Imaginative and prescient is hardly an everyday situation. Zenith, for its half, is a mainstay of our protection, as its standing as a maker of very extremely regarded actions befits. The manufacture’s exceptional story – and survival – additionally earns it a spot within the pages of any watch specialty title. It’s no understatement to say that the historical past of Zenith marks properly the general historical past of Swiss watchmaking.
As Zenith celebrates its momentous birthday, there’s one other manner by which it’s totally different to its friends, which de Clerck accurately factors out is said to the manufacture itself. As a result of there are hardly any watch companies which have remained in the identical place since their foundations, most have misplaced all method of untold treasures over many generations. These embrace every little thing from archive data to gear, most of which Zenith has managed to protect just by advantage of by no means having needed to transfer. After all, de Clerck doesn’t want to say that even Zenith would have misplaced its very coronary heart if watchmaker Charles Vermot had not indulged in a little bit of heroic insubordination.
It’s this coronary heart — the eagerness for mechanical watchmaking, not essentially simply the know-how behind the El Primero — that consumes de Clerck and certainly lots of his well-known predecessors at Zenith. He would solely trace at what was coming when he met us, at one level even giving us the previous ‘wink, wink,’ actually, and that’s all we’ll say about it. However in fact, every little thing is match to print now, with WWG 2025 firmly within the rear-view mirror. In some ways, we flatter ourselves to assume that watch manufacturers take note of what we write, however with the G.F.J watch, we’re lastly seeing totally different sides to Zenith being introduced into the twenty first century. That is the watch de Clerck was so assured would attraction to you, pricey readers, and to us as properly. It comes from the archives, however not directlybecause you’ll certainly realise that Zenith had by no means had a watch within the assortment named after the model’s founder, Georges Favre-Jacot.
Chiming in right here was Product Improvement Director Romain Marietta, who defined that historical past and legacy equipped glorious uncooked supplies for the model. “The hot button is choosing the precise watches that may be profitable now,” stated Marietta. “I hope the brand new watch will communicate to the viewers (of collectors and connoisseurs).” Powered by the legendary calibre 135, the watch may already be well-known amongst the very group Marietta and de Clerck referenced, due to a particular collection offered by Phillips in affiliation with Bacs and Russo in 2022.
We get into this calibre and the brand new G.F.J watch in our transient chat with de Clerck and Marietta, with more-than-usual editorial intrusions. All solutions under are from de Clerck, besides the place famous, for causes of readability.
You talked lots about your first 100 days as CEO, together with with us. Give us an replace on how issues are going?
It’s been a really attention-grabbing 12 months, with a variety of discoveries (for me)…a variety of good and enriching issues (and experiences) for me (personally and professionally). General, it was a great 12 months (for Zenith), though definitely not a stroll within the park. We talked earlier than in regards to the first 100 days after I took over as CEO, and – I repeat – how very troublesome it was for me, going by way of it with out making any judgments, solely listening. It was an excellent lesson as a result of it lets you achieve perspective (on how issues are finished); nonetheless, adjustments have needed to occur and , issues are at all times evolving, which is regular. It’s a part of the job and a part of the journey.
And amongst these adjustments, are there any highlights?
On the product facet, we have now adjusted and recalibrated; there are not any main adjustments. It has not been a 90° flip or a 180. Once more, I’m not right here to vary and drop the ball (by making adjustments for the sake of creating adjustments). I received’t change every little thing that has been finished (by my predecessors) as a result of what has been finished has been finished correctly, in order that’s crucial. Can we enhance it? Sure, in fact. Can we do issues higher? Sure, in fact. There’s at all times room to enhance and that is the problem, , and that is a part of my job and the job of my workforce.
We mentioned the potential of the model outdoors the core chronograph space beforehand, whereas speaking in regards to the a hundred and sixtieth anniversary this 12 months. Inform us what we are able to anticipate.
The great thing about Zenith is that the model may be very wealthy in historical past; there’s a giant archive. This heritage is a really sturdy pillar for Zenith; for us, it’s only a matter of stepping into the archives, digging into the heritage and (in some circumstances) speaking to individuals who have been working on the manufacture (up to now). There’s at all times a narrative to find. Don’t neglect we’re celebrating 160 years of being in the identical constructing in order that’s crucial.
You realize, for instance, you’ve moved few instances in your life; you load up the mover’s truck after which you’ve two or three containers left that received’t match as a result of the truck is full. So, now what to donate to the Salvation Military! The great thing about Zenith is that we have now at all times been in Le Locle; we have now by no means moved. So, we saved all of the archives and subsequently we have now a plethora of choices, of designs. Digging into that is a part of the enjoyable that we have now with the product workforce
You additionally requested in regards to the anniversary… you’ll be flabbergasted by the celebration! As a result of what we have now determined —it’s excellent news—shouldn’t be to enter fireworks. We’ve determined to cement and talk about what our model values are and what we’re all about. We’re positively not about fireworks! Fireworks final half an hour after which you’ve a pleasant finale for 5 minutes and the subsequent day you get up and also you neglect it. We’re about authenticity; we’re about heritage; and we’re about issues which are actual. This is essential, and that’s why for the celebration of 160 years, we’re expressing the model in a unique angle.
And that in fact brings us to the G.F.J, which isn’t a supercomplication, which is as near fireworks in wonderful watchmaking, as some would have anticipated…
We’ve a speaking piece that pertains to what we’re…what we’re famend for; infamous for, even, however in a great way. It’s all about chronometry in fact (and the numerous chronometry prizes earned by Zenith again within the day). The wanting it’s that we would like it (the watch) to stay one thing that can have a singular message for watch collectors, and for many who know in regards to the model and for the individuals who don’t too!
(For individuals who have no idea, the restricted version G.F.J watch is a time-only piece powered by the most recent model of Zenith’s calibre 135, which the manufacture shouldn’t be distinguishing from the 1948 unique with a brand new designation. Again within the post-WWII period, Zenith received a document 235 observatory chronometry prizes with a model of the unique calibre 135. As de Clerck and Marietta notice, this motion encapsulates all of the issues fans find out about Zenith — mainly, everybody who obtained excited by the 2022 version, nevertheless it has been up to date with many enhancements, together with an extended energy reserve and an unbelievable fee of +/-2 seconds per day. Observe the lapis lazuli dial and mother-of-pearl small seconds subdial, and the in-house developed platinum case is price a better take a look at. We will probably be getting extra in-depth on this piece in a subsequent situation – Ed).
When you see the guilloche ornament on the dial, on the hour-marker chapter ring, this can be a reference to the design of the bricks on the manufacture. Additionally, you will see it on the motion plates and bridges (and the matching platinum bracelet, within the model so-equipped). It is a stunning option to pay tribute to our model; to pay tribute to our savoir-faire (previous and current). The watch reveals off what we’re good at, which is craftsmanship. I’d not name it low-key (in reference to my feedback, which have been edited out – Ed) however far more genuine (going past what’s regular for Swiss manufacturers reminiscent of Zenith, at its stage).
The G.F.J is a model new watch that has by no means existed on this kind, however we perceive that you’re within the technique of lowering references. Please inform us extra.
We’re rationalizing the gathering for positive; it’s an ongoing course of. It’s not going to be finished with a sledgehammer or (something drastic like this); it’s going to be a calculated discount as a result of I like purity, to begin with, and I like when issues are easy. In the present day, I’ve to make issues simpler for my companions but in addition for all of the individuals who purchase Zenith watches. This discount of references is a programme that we have now initiated with Romain, and it is going to be an ongoing course of. However we do have a end line as properly.
Would this rationalisation be associated to creating the model extra approachable or maybe simpler to know? Particularly for youthful fans and collectors?
That is one thing that we take very severely as a result of, , the youthful technology is the technology of tomorrow and the technology of in the present day, truly. And we all know for a undeniable fact that in our boutiques and our community (of companions), we’re seeing a youthful crowd. So, that implies that in the present day, people who find themselves shopping for Zenith watches are getting youthful, which is sweet information! It is a dream come true for many manufacturers. It means we’re getting increasingly more newcomers as properly; I’m speaking numbers right here. I can not share the numbers, however we all know that we’re getting a youthful technology and a bigger variety of newcomers.
And that is coming naturally, and never solely naturally but in addition organically, as a result of the attraction of the model is rising. Why? As a result of in the present day, folks, whether or not younger or not, are searching for authenticity and we’re very genuine. Persons are searching for one thing that actually occurred; they’re searching for credible historical past (moderately than tales invented by manufacturers). Everyone seems to be welcome to go to the manufacture (which has expanded its public go to days from as soon as every week to twice) and see what we’re actually about. We’ve 160 years of historical past in our buildings.
This story was first seen as a part of WOW’s #78 Imaginative and prescient 2025 Subject
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