Zenith

41northpole
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Hi Magnus

A very worthy post on the current position of Zenith.  In the UK it seems Zenith really doesn't seem to capture the imagination of the Omega and Rolex buying public like it should, with the heritage behind it (I could say the same for Longines, just look at their back catalogue compared to where they are in the market today). 

Zenith somehow just never seems to get to that critical mass where the general public, as well as watch nerds, feel it has the 'value' of those other 2 brands in particular.

I know it appeared universally hated but I really liked some watches from the Nataf era.  I have always coveted one of those Zero-G monsters you show that everyone else seemed to hate.   I have a mad 1000M defy extreme chronograph which I love to bits, as much for it's madness and a legacy of the 'more is better' era of watchmaking that affected that time, as having the El Primero in it.

As per your picture above of the range of Zenith, it has a little of the splatter gun effect of trying everything without hitting a visual style that can be said straight off to be 'Zenith'.  Compare with a range within Omega, say Speedmaster or Seamaster (and anything from Rolex) where you can spot the style at 50 paces.  Nearest I think Zenith have got to that recently are the Stratos models with a very clear bezel design showcasing the dial

As to where the company goes next, I agree they have a fantastic 'Chronometry' record but how does that sell to the marketplace in an effective way.  It would prove tricky with todays technology to be more chronometrically pure than many other brands

regards

Tim

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