Baselworld 2010: Zenith
By Melvyn Teillol-Foo
If you asked for a catalogue at the Zenith booth in Baselworld this year, you would not get one; they did not have any! This was a deliberate act because Zenith is just beginning to revamp its product lines after the Nataf-years. The booth windows displayed the patrimony of Zenith products over the years.
New CEO New Direction
A new CEO is in place – Jean-Frederic Dufour – formerly from another fine watchmaking Manufacture in Geneva and Fleurier. The focus is back to watchmaking.
Product lines have been cut or consolidated down to only four families – Academy, El Primero, Elite and Defy. Classic and iconic products have been studied and invigorated into modern iterations.
El Primero Tourbillon Chronograph
Asked to pick one novelty for PuristS, Mr Dufour reached for the El Primero Tourbillon Chronograph as representative of watchmaking heritage and value for money.
Having only one choice, he was not allowed to show the fast running El Primero 1/10th of a second Chronograph; but you can check it out on our regular website forum.
Conclusion:
As Zenith has gone back to its roots and focuses on watchmaking again, PuristS and fans are awaiting to see what develops. Of course, it is nice to have the heritage of the El Primero and subsequent family of movements but maybe Zenith should think about creating a modern movement to compete with many fine chronograph movements today and around the corner?
Zenith Vintage and Older Models