Zenith

Bruno.M1
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“ We felt it was more interesting to position it within an exclusive high horology context.”

And to me, that seems like an unbelievable blunder. If Zenith were some insanely sought-after, overhyped brand, then sure you could position it like that in the market, but they simply don’t have that luxury. Not at all. And even if they did, I would still find it wrong, arrogant and pretentious. Most interested buyers and collectors are really fed up with these kinds of games.

If we’re to believe the figures we sometimes see in the media, Zenith is doing outright poorly. What was it again? Not a single profitable year in the last 20 to 30 years?

If the rumor is true that LVMH wants to sell them, I don’t know, but with performances like that I wouldn’t even blame them if it were true.

Coming back to the Caliber 135, what do collectors and Zenith itself actually gain from making it so expensive and producing it in relatively low numbers? I find it a bizarre choice.

Making the tantalum version 50 to 60 percent more expensive than a tantalum FP Journe? What on earth are they smoking over there?

I genuinely know many collectors who would consider a steel Zenith 135 at a reasonable price, but I personally don’t know a single person who would buy these pieces at 50k in gold and 80k in tantalum.

I really don’t understand that strategy. It’s a shame, because it’s a brand that has genuinely appealed to me for a long time.