The situation has changed since you took over at the beginning of 2024. What does that mean for Zenith?
The economic climate has indeed changed a great deal and we have adapted by redirecting our production towards markets that have remained dynamic. While our results have been impacted, we are fortunate to be able to count on pockets of growth such as Japan, the Middle East and the USA – even though in some months they do not compensate for the downturns in the most difficult regions. Fortunately, our production autonomy gives us a great deal of agility and responsiveness to market ups and downs.
How would you sum up your first 10 months in office?
On a personal level, the challenge of this role is very rewarding and all the more interesting because it's no walk in the park. The results are positive, because the collection is coherent and clear, we know our customers well and we have accumulated considerable goodwill among them. They own several Zenith watches and we are also seeing a number of younger clients. At the same time, Zenith definitely resonates their quest for authenticity and expertise, as the genuine savoir-faire deeply rooted in the heritage and the Manufacture naturally align with these key requirements.
What were the year’s pleasant surprises?
Watches and Wonders 2024 was my first edition as CEO and I was pleasantly surprised by the excitement around the brand within the whole watchmaking community. We had some great launches and I was able to make a few adjustments that were specific to my vision as I discovered certain aspects of the Maison upon my arrival. I was also amazed by the wealth of Zenith’s archives, which are incredible, particularly the exceptional story of its founder Georges Favre-Jacot. His entrepreneurial spirit is the stuff of dreams, from pioneering the concept of a Manufacture to creating his own foundry. These are all credibility factors that immediately jump out at you when you visit the Manufacture. Strong headwinds are definitely blowing, but we’re managing to steer the boat.
You said you saw great potential for growth in the Pilot. Is this becoming clearer?
Yes, although naturally a little slower than I would have liked. The Chronomaster Sport and the Defy Chronograph are two pillars that are working very well and the Pilot family, which is already in the top five, is growing and still has a lot of potential. We have in fact just launched a travel-themed Pilot duo in Japan, produced in collaboration with Porter, which will then be rolled out worldwide. The concept of the Pilot is intrinsically linked to the brand, because the word Pilot was registered by Georges Favre-Jacot: Zenith is the only brand to be able to inscribe it on the dial. The collection will become a very important part of our portfolio.
Zenith won the Chronograph Prize at the GPHG in 2021 and was nominated in several categories this year; how do you see the GPHG and its new Academy?
For me, the GPHG is an opportunity to pay tribute to watchmaking and above all to expertise. There are a lot of categories and I think that’s justified by the richness of our industry and the breadth of expertise. This is a major initiative and an excellent showcase for fine watchmaking in general. Zenith has always received a great deal of recognition in this way, which is essential for the work of our watchmakers and our teams as a whole. I am very proud that our watches are regularly nominated; we must be able to express our passion and expertise.
You recently hosted the participants of the first GMT Watch Safari. Generally speaking, how do end customers’ perceptions change after visiting Zenith?
First of all, congratulations and thank you for the GMT Watch Safari. It’s an excellent initiative that enables us to share our expertise. I don’t know a single person who has visited the Manufacture and come away indifferent, be they amateurs or professionals of different backgrounds and ages. It’s a real history, a journey, a museum, a treasure, a friendly, family-style environment that generates a lot of emotion because the founder was there. The visit is brimming with authenticity, like the actions of Charles Vermot, who hid the components needed to make the El Primero movement for several years in the attic, behind a wall he built himself, and brought them out again after the quartz crisis. What a brilliant story! It’s up to us to pass on this emotion and authenticity.
What are the anticipated highlights for Zenith in 2025?
We will be celebrating our 160th anniversary. There are few brands for which this is the case, even fewer that celebrate them in the same Manufacture and without any break in activity. We are working on the rebirth and modernization of an iconic movement in Zenith’s history, because calibers are an integral part of our strength. While reliability and timeless elegance are our DNA, we are going to try to bring a little sophistication to our design, while maintaining very high standards of quality. In addition, we are going to capitalize on the clarity of our collections and continue to reduce the number of references in order to retain our customers’ understanding and attention.
Because you are a WorldTempus reader, we are delighted to offer you the digital version of the GMT 90, which you can download here.
