Ornatus-Mundi shares key insights from an interview with Jean-Claude Biver, LVMH's Watch Division President, regarding his vision for Zenith. This post distills Biver's strategic direction for the brand, focusing on core values and future positioning. It offers a valuable perspective on how a seasoned industry leader planned to revitalize a historic manufacture.
WatchInsider's Alexander Linz has recorded an intensive interview session with Jean-Claude Biver, President of LVMH's Watch Division, in which Mr Biver discusses the future of watchmaking in general as well as LVMH's brand in particular.
This is an extremely interesting and authoritative source of insights, and I would like to share with you the salient points in respect to Zenith.
The interview not only is music in the ears of many here, but also aptly demonstrates why Biver is respected by most and feared by many in the industry.
To listen to the entire set of interview please
click here . I have chosen a few images of watches which - in hindsight - serve as signposts for what Biver has mind.
On his role at Zenith: "I am not the Master of Ceremony, that is Aldo Magada. But I go there from time to time to see what is happening. In the recent months I had very little time, but now I will devote more to give advise, to give help, to give recommendations, and to give ideas."
On his target for Zenith: "I would like to have Zenith recognised for its merits. The brand has a certain lack of awareness. The ultimate goal is that Zenith is as well recognised as its direct competitors. Everybody knows IWC and Jaeger-LeCoultre, but not everybody knows Zenith. After that, I want Zenith to be known as real manufacture. It is done already."
On Zeniths' Mission: "Its clear: To produce invisibility and eternity. I don't have yet the right wording for it, but Zenith needs to be invisible and eternal."
On Invisibility: "Invisibility means art, art invisible because its hidden from view. Only if you open it you a fine pocket watch you are awestruck - only then the complete mastery is visible. This means you have to master details the customer cannot see."
On eternity: "As long as you produce by yourself, as long as our alive, you can repair your product. If you go bankrupt - nobody can repairs your watch (except you bought movements from Swath Group because they will never go bankrupt and they will never stop). Our movements never goes obsolete, in contrast by the connected watch (smart watch)."
Was does the mean? "So the focus will be on movements: More? No, less is better! With all variations, Zenith has already 50 movements. Too much! Hand wound - we have it, we have to increase and improve. In short: Zenith will be a brand for connoisseur, understated, not flashy!"
Partnerships? "Take for example the car industry. We could e.g. partner with Ferrari - no problem, but should we do that? No, because a modern Ferrari will be obsolete in no time. But we can go with classic cars. A classic car never will die, because it is repairable".
Summing up: "Love is invisible and eternal. You cannot see it, so its invisible. Love you give to your kid never will die. Mozart is played constantly anywhere in the world - so Mozart is not dead, he is eternal."
Thanks for reading, and thanks to Alexander for giving his ok to share the above!
Best,
Magnus
