Comments:
Didn’t see that one comming ….
LVMH wants to sell Zenith
This message has been edited by India Whiskey Charlie on 2026-01-11 21:38:25
Strange that this brand struggles all the time
This message has been edited by India Whiskey Charlie on 2026-01-11 21:38:25
If you were in charge what would you change to make it better?
I ask because you are Passionate about the brand like myself.
I want them to launch a modern version of this
I want them to launch a modern version of this
Be more original
Do not make a watch that looks like a Daytona
Do not make a watch that looks like an offshore
Put a bit more work into finishing you wonderful el primero
Good that they reintroduced the cal 135…. But at what price ??
Must be possible to make it in a steel case and at 8k ( at least I hope that is possible)
Don’t focus too much on all the watches you made in the 70’s.
Customer service is not good ( a good friend had a bad experience)
I once contacted them to ask more info about the Bologna series …. Never got an answer
The pilot line is ugly ( personal opinion ) the one at the time that Dufour was CEO looked imo better.
Do not make a watch that looks like an offshore
Put a bit more work into finishing you wonderful el primero
Good that they reintroduced the cal 135…. But at what price ??
Must be possible to make it in a steel case and at 8k ( at least I hope that is possible)
Don’t focus too much on all the watches you made in the 70’s.
Customer service is not good ( a good friend had a bad experience)
I once contacted them to ask more info about the Bologna series …. Never got an answer
The pilot line is ugly ( personal opinion ) the one at the time that Dufour was CEO looked imo better.
What should Zenith do?
This is a fun question. Zenith is a great brand, but it has gone through so many design directions that it doesn’t have a predictable look. Essentially now they have the Chronomaster, which is aping the Daytona, and the Defy which is kind of aping the Royal Oak. Nobody wants to spend the MSRPs Zenith is asking for an hommage to what they really want.
Zenith needs a line that focuses on the heritage of the El Primero while adding some marketable technologies. For example, the Chronomaster Revival Shadow is a lovely piece, but in titanium with that finish and shape it will look beat to smithereens with any wrist time. Remake it in ceramic and market the robustness of the case. Include some hard erasers and inform the market on the ability to erase wear.
Do a similar campaign with the Rainbow Flyback. Use a ceramic in silver to mimic steel, but it’s unscratchable.
Update the El Primero and let everyone know. Let’s have silicon hairsprings, ceramic rotor bearings, increase the power reserve, and offer ltd edition hand decorated and regulated versions.
Zenith in the US was an insiders tip in the 90’s. Go for that vibe by marketing to watch enthusiasts.
Zenith needs a line that focuses on the heritage of the El Primero while adding some marketable technologies. For example, the Chronomaster Revival Shadow is a lovely piece, but in titanium with that finish and shape it will look beat to smithereens with any wrist time. Remake it in ceramic and market the robustness of the case. Include some hard erasers and inform the market on the ability to erase wear.
Do a similar campaign with the Rainbow Flyback. Use a ceramic in silver to mimic steel, but it’s unscratchable.
Update the El Primero and let everyone know. Let’s have silicon hairsprings, ceramic rotor bearings, increase the power reserve, and offer ltd edition hand decorated and regulated versions.
Zenith in the US was an insiders tip in the 90’s. Go for that vibe by marketing to watch enthusiasts.
I felt they were doing a lot right recently
Where as I have zero interest in TAG Heuer or Hublot, Zenith felt like watch peoples watches, where perhaps the aforementioned brands are much more visible in the mainstream, F1, Soccer etc.,
I'm sure they'll figure it out, perhaps lose the super high complications they continually try to squeeze into the Defy line, further slim down the number of SKU's, maybe cut women's watches and limited editions and focus on what people love about them.
I agree, I had the feeling it was (finally) going into the right direction, the range proposed seems appealing to me at least. I guess, the overall market struggle would benefit only a few players (the usual Rolex and the likes) and all the other would
suffer even more
I agree - with exception of the Pilot line which is meanwhile totally unattractive (my opinion) - AND THIS was once a top seller!
LVMH denies rumors of selling Zenith: An uncertain future for luxury watchmaking
Is that for sure? I find it quite surprising. That Zenith is not going well, as several other brands, that is not a surprise, but to sell it???
If I were the CEO
The El Primero must provide fully detailed and accessible reports and tests of chronometric precision and reliability, that’s the main feature to promote.
Stop placing weird date window at 4 or anything else.
The Defy can work, improve the legibility of skeleton and remove the date window from basically every iteration but one.
The classic is about precision and industrial finishing, place it at as affordable price and true and new collectors will be happy to purchase a true in-house movement made by historical maison.
They have history, they have knowledge, they have the models.
Stop looking at quarterly results, that’s likely the unsolvable issue
3 Lines - 1. El Primero 2. Defy 3. GFJ
1. Classic / classic inspired chronographs, 2. Advanced chronographs / timing instruments / R&D space, and 3. GFJ being the same platform but varying case metals and dials year on year