Interestingly, this is not far away from the strategy of Vienna. (Check out the two serious novelties of this year in our Baselworld article.) Defy has become the most expressive collection of the intent where self-deforming silicon oscillators, 50Hz chronograph oscillators and high-tech materials such as carbon or ceramic are not unusual to appear. Part of this has been building a more self-conscious image and being right there where the future of chronographs gets written.
In 2017 the strategy was revisited (with a new CEO Julien Tornare) to find Zenith’s connection points beyond the purists. The fantastic calibre did not require too many adjustments for five decades and this left its mark on the organisation’s ability to react to changes in customer attitudes and desires. It brought fame but enclosed the company within boundaries at the same time. The company has been famous for its El Primero movement, which defined much of its existence. Jean-Claude Biver once said that finding Zenith’s place in the LVMH group and its unique message was one of his toughest challenges. Last week I took out Zenith’s b’day boy and its techno cousin for a stroll in the summer Vienna and the experience is well worth a dedicated chapter. In this series we showcase mechanical and artistic wonders that were especially designed for women and others originally for men that come alive on spirited ladies’ wrists.
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