Discipline, ambition, and the incredible foresight of a watchmaker lie at the heart of Zenith.
First established in 1865
First established in 1865 by a then 22-year-old Georges Favre-Jacot in LeLocle, in the canton of Neuchâtel, the brand quickly became known as the first watch manufacturer in the modern sense of the term – using precision machinery to manufacture nearly interchangeable watch parts in big series. In 1969, it was part of the race to produce the first automatic chronograph, the El Primero, which is widely regarded as one of the finest chronograph movements ever produced. It’s also the movement that saved Zenith as a manufacture due to the vision of Charles Vermot, the watchmaker who hid the designs and tooling for the movement in the attic of the factory during the ‘quartz crisis’ in the belief that this would be needed in the future. Given its spirit of adventure, it’s not surprising that its watches have accompanied extraordinary figures as they achieve the seemingly impossible – from Louis Blériot’s history-making flight across the English Channel in 1909 to Felix Baumgartner’s record-setting stratospheric freefall jump in 2012. Zenith has been there at each point, assuring precise and reliable timekeeping. Some of its most iconic timepieces include those from its Defy collection – the flagship sports line; its retro-styled Pilots collection; and also its Chronomaster Sport. Every model is inspired by a passion for accuracy and desire to create sartorially led everyday wearers. Zenith also partners with a selection of ambassadors, including actors, gymnasts, and architects, that it feels embody the spirit of Zenith. Zenith are also the proud sponsors of the Extreme E electric car races.
Exclusive Timepieces
Our partnership with Zenith expands through the introduction of new agencies and partnering on multiple initiatives. One of the biggest moments in our partnership was the collaboration of a Watches of Switzerland Exclusive Zenith Chronomaster Original El Primero Automatic. Limited to just 100 pieces, the timepiece embodied the El Primero collection’s dedication to unparalleled craftsmanship, precision, and innovation - values that both we and Zenith hold in high regard.
We deployed a 360 marketing plan to support which included digital marketing, social media, email, Calibre, PR and print. We supported Zenith’s launch of the new boutique at our Watches of Switzerland Regent Street Showroom with a champagne reception. Additionally, we had the pleasure to host a very exclusive dinner at Park Row Restaurant, London in the company of Zenith’s CEO Julien Tornare, who also joined us on our Calibre podcast following an exclusive interview at Watches and Wonders.
In early 2023, the US was honoured to feature a limited-edition capsule collection with luxury skiwear brand Fusalp, the Defy Classic Fusalp watch in a 400-unit edition. With the Zenith expansion to Betteridge, the teams celebrated the collaboration watch with out-of-store events in the newly opened Fusalp boutiques in Aspen, Colorado, and New York City.
In 2024, our collaboration continued with an exclusive timepiece to commemorate the Centenary year of Watches of Switzerland. We hosted a press event to launch a new Zenith Chronomaster Sport Timepiece. This is a continued focus for us this year, with a full 360 plan including performance marketing, email, social, PR and pop up experience, taking over the middle section of our 155 Regent Street showroom window.
