Zenith

Spellbound
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Extremely keen observations

I thank you Magnus for some very keen observations and am enthused by your optimism.
However much of what I am seeing at Zenith is so very typical of a large French conglomerate. I recognise this having worked for French banks in many countries for over 2 decades.
I recognise the stereotypical brand marketing employed at Zenith to the point that I can identify the PR firm they employ as being the same one as the one used at the French banks I worked for. I do not criticise the CEO choice, and indeed I possessed watches from both the. Nataf and Dufour terms of office. My beef is with purely with the LVMH mentality of trying to maximise ROE instead of focusing on producing the absolute best watches they can, and thus will now focus my collection on those brands that aim to produce the absolute best watches possible. And my point on innovation was made regardless of who was at the helm. Nataf and Dufour watches and even pre Nataf watches are essentially exactly the same save the casing. Consistency is good, but complacency is not.

Regardless, I will continue to follow the developments with a keen eye, but pray that one day, Zenith will release a simple three hand, hand wound watch with an in house movement finished to a breathtaking degree.

In the meantime, I also pray that they will ditch the ridiculous "key values" marketing garbage of "Daring, Authenticity, Pleasure". When I read what was said by the new CEO in the recent press release, I know immediately that the press release is not his words but the words of the PR firm. Zenith is heading to become a pure marketing company much like Tag Heuer, Hublot, and IWC.

So I am less optimistic.

Warmest,

Dean

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