Zenith Goes Back To Basics

Zenith, a visionary watch maker that unites all watchmaking professions under one roof is trying to bring back the past. Its time is reset by Jean-Frédéric Dufour, the new CEO of this revolutionary watchmaking company. He revamped the brand by reviving its lineage. First of all he himself  understood value of the rich past of Zenith, and then set on to package it to the world. The company’s patrimony includes around 2500 different watches. Initially Zenith had around 800  models out of which only 150 are left. Dufour kept the best selling ones and added 30 new models to the Zenith family.

In actual terms, Zenith 2010 has four well-tiered collections: Academy, which includes high complications; El Primero, available in Chronomaster and Class; Defy, the sporty line; and Elite, the entry-level watches. Not only watches but Dufour also revisited the brand’s communication, marketing and after-sales service.

Over the past decades, the brand has invented and produced tourbillons, Open models, power-reserve, large-date, split-second, minute repeater and perpetual calendar watches, as well as others with moon phases and day or night indication, alarm functions and an exceptionally complex creation: the Zero Gravity tourbillon. And now is the time for El Primero Striking 10, a jumping seconds chronograph which for the very first time provides visibility of the smallest fraction of time measured by a series-produced mechanical movement, meaning tenths of a second. Zenith’s topmost watch is priced at 50,000 Swiss francs while the entry level watches are just for 3,400.

Via europastar

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