“Other than being a manufacture, Zenith is a brand”

Celebrating 150 years of colourful history and strong heritage is a pride that keeps Zenith a steady brand in the watchmaking industry. Bound to continue crafting great things for the world of horology, Manufacture Zenith is certainly a force to reckon, proven by its thousands of award-winning watches and movements from year 1865 to 2015 (and counting)

With an age longer than the average life span of today’s generation, a century and a half is undoubtedly impressive. What is further remarkable is Zenith’s continuous zest on adding more years and outstanding pieces of horology in its amazing legacy and long list of accomplishments. Here in the Middle East, in conjunction with its 150^th year anniversary, the Swiss Manufacture Zenith, in partnership with Rivoli Group, inaugurated its restored boutique at The Dubai Mall.

The reopened boutique boasts of the same aesthetic elements as other Zenith boutiques worldwide. The concept store is far more than just a boutique. It is a whole universe featuring an interior design that draws visitors into a temple of Swiss watchmaking tradition, the Manufacture Zenith. Visitors enjoy an experience of sorts as they discover the Zenith universe, replete with novelties and traditional pieces from the brand’s collections.

Hosted in an elegant gathering, the opening witnessed the presence of the Zenith’s President& CEO, Mr. Aldo Magada, the Managing Partner of Rivoli Group, Mr. Ramesh Prabhakar, and a number of the city’s VIPs.  During the special event, “Day & Night” magazine had the privilege to chat to the Zenith’s President & CEO, Mr. Aldo Magada who provided essential insights about Zenith’s past, present and future.

In your personal opinion, what are the major highlights in the 150 years of Zenith’s history?
Being a manufacture in 150 years is incredible but Zenith surpassed this even more for being a manufacture that stays in the same location where it began more than a century ago. The manufacture was, still is and will be at its exact spot in Le Locle, Switzerland for many years to come. Aside from this, the strength of Zenith comes beyond being a manufacture, for it is also a brand. The 150^th anniversary is a perfect opportunity to remind the industry that Zenith is a strong brand that is always associated with its iconic El Primero. That is why we also find this year fitting to launch the new El Primero Sport model that inherited the DNA of the famous 1969 El Primero chronograph, of which it is without doubt an eminently worthy descendant. Interpreted through three classically sophisticated variations, this timepiece is a worthy heir to the grand tradition of sports chronographs.

What were the challenges you faced in using sapphire case for your skeletonized watch?
One of the biggest challenges is brought by the material itself: The sapphire. It is quite a delicate material that is hugely sensitive to pressure and temperature. We had to study it carefully and find solutions to take away the tensions that would cause it to break. The other big challenge is in using sapphire for a timepiece with smaller dimension. Our aim was to create something that is fully made of sapphire. We did that before with the legendary 511 movement but for a pocket watch with 60 mm case. To recreate it in this dimension, that was quite a challenge.

While we see new versions since its launch, what else can we expect from Zenith’s Christophe Colomb range?
In terms of Christophe Colomb, we can do a lot of cases. The band and the engine can always be improved. We can even do classic or contemporary versions of the timepiece. What we plan for this range is to communicate and introduce to clients who prefer the bespoke version of the watch. Also, we are looking at creating a smaller version as well as skeletonized edition.

Why does Zenith seem to have a concentration on pilot watches?
We are indeed concentrating on pilot watches because it is essentially a part of our DNA. A very important part of our history is deeply rooted in the pilot watches. The Pilot Type 20 is a widely popular model that is greatly accepted in its 45mm size, especially in bronze. This watch collection is an outstanding example of what we are, and it sells hot because clients understand its essence and its worth. It may not be the face of the brand but it is one of the iconic timepieces that define Zenith and the brand’s image, and sells pretty well.

What were the feedbacks to Zenith as the brand has also been seen to concentrate in ladies’ watches for the past two years?
In a lot of local markets, Zenith is still and mainly strong in men’s watches. However, when the travel retail is to be considered, it will be a close 40% for the ladies’ watches. Although it is difficult to quantify what women actually buy. In the past, women would tend to focus on buying what looks beautiful to them – the pieces with diamonds would be the first choice for women. Today, we see more women opting for the more manly watches. They even wear 42mm pieces without a problem. They are also starting to be keen in buying watches because of the movements. So, we can’t really share a substantial share in the two segments. Generally, it would be perhaps 80% to 20% in favour of men’s watches, except in China where it is probably 60% to 40%.