Zenith gonna be BIG
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  1. #1
    Member Paulo 8135's Avatar
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    Zenith gonna be BIG

    With LVMH targetting the youth with Tag and Hublot also having a different focus, that leaves Zenith to carry the torch as their more 'classic', premium watchmaker. My prediction is that over the next decade we're going to see a shift to get Zenith to capture would-be Rolex and Omega owners.

    SJX: When we spoke in the past you always had a well-defined strategy for the brands you turned around – Hublot then TAG Heuer – so what is your approach to Zenith?
    Jean-Claude Biver (JCB): Very easy. Extremely easy. [laughs]
    The three brands I manage can each be summed up – concept, strategy, philosophy – in just one line. If you cannot define a brand in three seconds, then the brand doesn’t know what it is doing. Hublot is inaccessible, disruptive luxury in watches. You can also call it fusion. TAG Heuer is the avant-garde, accessible luxury. It’s clear for Hublot, clear for TAG Heuer. So what is it for Zenith?
    Zenith is the future of tradition. Not just new technology. Tradition has the right to develop itself into the future. Why should you just repeat tradition? I want to go a step further with Zenith. So if Zenith makes a connected watch – is that the future of tradition? No! It is just the future. But if Zenith makes a 1/100th of a second chronograph – that is the future of tradition.

    Interview: Jean-Claude Biver on Rebooting Zenith and the El Primero | SJX Watches

    Don't bet against a 'Biver'!
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    Moderator Public Forum soaking.fused's Avatar
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    Zenith gonna be BIG

    This is an interesting read about one of my favorite brands.
    Last edited by soaking.fused; November 16th, 2017 at 18:10.
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    Re: Zenith gonna be BIG

    Zeniths designs and innovation the past few years have all been hits (in my book). If they clean out some of the gaudy old stuff and stay with their current trend, I think you're right. I tried on the Elite chronograph and the Heritage 146 chronos last week and liked them both quite a bit. If they can shrink some of the pilot and big watches down a couple millimeters, I'd be into those, as well.
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    Member Minorcollector's Avatar
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    Re: Zenith gonna be BIG

    When I think Zenith, I think old black and white television sets and AM radios.
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    Re: Zenith gonna be BIG

    I love their new high beat movement. Can’t wait until it’s in more watches at different prices, and not limited editions.
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    Re: Zenith gonna be BIG

    The Defy Lab Oscillator blows my mind but the El Primero Original 1969 in 38 mm makes me moist.
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    Re: Zenith gonna be BIG

    It's pretty hard. Feels like a marketing guy like JCB doesn't have all that much to play with - unlike the other two brands, which are, or can be made playful and 'mainstream', you can't really do that with Zenith, especially after the Nataf era, that is still fresh in everyone's minds. He basically says they only have technological excellence, and this is where he'd push it? But how many watches in that segment sell based on their movement? I'd wager not that many. I'd like to see the sales numbers of Speedy vs El Primero models, - something tells me there's probably a ten-fold difference, if not more. They'd need some massive push to get ahead there.

    That said... the Defy Oscillator already has a non-classical, almost hublotesque aesthetic (brr). So maybe he's taking things in that direction?
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    Member mkws's Avatar
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    Re: Zenith gonna be BIG

    Quote Originally Posted by MisterV View Post
    That said... the Defy Oscillator already has a non-classical, almost hublotesque aesthetic (brr). So maybe he's taking things in that direction?
    Of course he is taking things in that direction, just like he did with TAG Heuer. When JCB takes control of a brand, the next Baselworld novelty for that brand has some 90% chance to have a Hublotesque case design, and more or less the same chance of being unnecessarily big and having a skeletonized dial.
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    Re: Zenith gonna be BIG

    Zenith is a real Watch Enthusiast’s brand.

    Zenith needs to work on its marketing in order to make it better known amongst non-WIS’.
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  11. #10
    Moderator Public Forum soaking.fused's Avatar
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    Zenith gonna be BIG

    Quote Originally Posted by Minorcollector View Post
    When I think Zenith, I think old black and white television sets and AM radios.
    When I think of Zenith, I think of my knowledge of timepieces and my first foray into horology; and one of the first things that I learned and "knew" from reading way back when was that THE Daytona to own and buy was the one with the Zenith movement. Even though -- and at the time -- I was A. Not in the market for a Daytona and B. Not looking seriously at a Zenith, I knew and remembered that. And also, that the Rainbow Flyback model seemed to stand out in my research of Chronos.

    All these years later, when I think about Zenith, I think of "Pilot" and "Hi-Beat".

    Your observation is interesting, nonetheless!

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