Mark in Paris
[Purist]
10488
This is a very interesting article Magnus
for an interesting moment of Zenith's life.
First, I think there really is a difference between people going that deep into the watch world, reading about watches on the net, and the other type of clients which have never cared about going any further than the aesthetical side and the image they have from the brand because they saw it on a friend or collegue's wrist or in a commercial. I suspect the latter crowd is a large majority.
Hence, maybe I'm wrong but I would say that the way it is sold to the public, its aesthetics appeal, may be much more important for the turnover than what's inside.
I would thus keep the very technical innovation and development (Zero-G or even 1/10th of a second chronographs which brings modernity and the fusee chaine or Christophe Columbus escapement design etc...) for rarer pieces and the pleasure of people interested in watchmaking. And of course because high-end collections add value to the lower line-ups.
And I would keep the El Primero as well and develop its popularity among the wider crowd and people attracted by watchmaking like us. Even Rolex, that is very well known for its very reliable and accurate Daytonas, are known by the watch name and not by a caliber name or number. That's also an element to notice imho as it is not mandatory and should not be considered as top priority either.
So, I think it should be starting by the aesthetical side: this is how new customers will be gained over competitors. By the way, I love the Icons Stratos and don't understand why it is not in the regular collection but put aside in the Heritage one. I know why it is there but just think it shouldn't for more visibility and the message it brings. And it should also be provided in a smaller case. A 41 or 42mm Stratos Rainbow will have such a great success imho.
The design of the 1/10th and normal chronographs El Primero line should maybe be modified but that's designer's job.
Just some thoughts.
Enjoy your trip to Geneva and thank you for the article. I'm looking forward to reading about what JCB will say about that, even if I don't like that much the full marketting orientation in order to sell a watch. I would like authenticity as well 
Best, Mark
More posts:
Challenges the new Zenith CEO needs to face - quickly and sustainably!
With the departure of Aldo Magada and the arrival of (interim) CEO Jean-Claude Biver, I believe it is high time for us to consider the areas needing significant improvement. Zenith is a brand that almost exclusively relies on one single - albeit significa...
Fantastic article Magnus
I am one of those people mentioned who would like to have and El Primero movement is the collection. But haven't taken a fancy to any Zenith watch is over a decade.
Valid point Magnus
I support most of them. However, it contains a strategy for the next 15 years... ;-) The foremost most important point is: Zenith needs to make money again in order to reinvest it for the improvement of the general value proposition you described so well....
To Magnus:
It seems that JCB does not want to change to much on the products side, and more on the communication side: Here a brandnew interview from NZZ, also regarding Zenith\'s strategy: It seems difficult to post links here...
Well, that interview was more about TAG and the Connected, less about Zenith...
thus we'll see what he has to say exclusively about our beloved brand! One thing is for sure: we live in exciting times as Zenith lovers! Best, Magnus
that's why I wrote - "its also about Zeniths strategy"...;-)
The interview has no specific brand focus.
Great article Magnus. The beauty of Jean-Claude Biver?
He would be quite thrilled to sit down with you and discuss these points. Most CEOs would not, if I had to guess.
Awesome. I look forward to this interview!
JCB tells it straight and does not hold back.
Zenith's most famous watch is also its biggest weakness
I agree If it were up to me, the ultra-top high end would not need to be continued. Marvellous watches without doubt, but not ‘Zeniths’. Zenith is part of LVMH group, so they might share resources and technologies. No reasons to "fight" each other, so ass...
I certainly agree with you on most points...
As Zenith has certainly established its technical prowess, providing a modern "twist" to the El Primero would certainly be a step in the right direction, but one that mostly only established connoisseurs would appreciate. My pragmatic side concedes that m...
This is a very interesting article Magnus
for an interesting moment of Zenith's life. First, I think there really is a difference between people going that deep into the watch world, reading about watches on the net, and the other type of clients which have never cared about going any further tha...
One way could be to have something like...
The heritage The contemporary The avantgarde That way different clienteles could be reached, and each collection could have distinct, well-developed and defined features, but also cover different price points. A recognisable Zenith design code that could ...
Great article, Magnus!
To me there's so much under exploited quality and value in Zenith's current catalogue that marketing strategy and repositioning of the brand will certainly help greatly. I hope we see a new Zenith emerge, and the idea of a totally new evolution of the El ...
Not much to add
This is so true Zenith has probably on off the most interesting histories in watchmaking Maybe the most important. It does not have the prestige we find a for example patek but they don\'t need too Indeed, if you look at all the contests and prizes zenith...
Zenith must energize the USA market.
But it won\'t be easy. To sell well here: it must be a status symbol, it must be more widely available, it must be advertised, it must be written up in men\'s style and executive lifestyle magazines, and it must be reasonably serviceable. Nataf was the on...
Good points
Definite yes to a chronometric certification standard for performance and advertising.
A great review! Thanks!!
The brand "Zenith" to watch collectors represents reliability and accuracy, a fairly high percentage of components of an entire watch are manufactured in-house. Needless to say there is a rich history in horology but you are right about the brand. The fac...
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 a...
