Since their introduction of the ‘Open’ models, at least this seems to be the case, Zenith is adopting a new image of some kind. I loved their Zenith El Primero Rainbow model. Functional watch, cool colors and great movement. A no-nonsense watch. Same thing with their Elite models. I still love the Reserve de Marche model.

However, this new image ruins it all. It is not the great chronograph fast-ticker pioneer it once was (to me). The brand is losing credibility because of their new style of image. They seem to sponsor and walk on these Milionair Fairs and other celeb parties & cocktails. Their watches are getting ridicilous with all those ‘open’ works and diamonds everywhere. Is Dubai the only country of their interest? Or are they using the bling-bling hype?

Even worse is their advertisement campaign. Who can identify himself with this Zenith advert for example? I can’t. It is ridicilous.

Zenith sold its soul. As many other brands ofcourse, but Zenith had a good thing going on.

Robert-Jan Broer
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Robert-Jan Broer

Founder & Editor at Fratello Watches
Robert-Jan Broer, born in 1977, watch collector and author on watches for over a decade. Founder of Fratello Watches in 2004.
Robert-Jan Broer
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  • Martijn

    I recently got their current catalogue, which looked more like fashion brochure. I guess this is selling but I dont like it one bit! Hardly any decent sportswatches or traditional dresswatches left. The movements are still very good, but I prefer a closed dial with no diamonds. The “love-meter” on the Queen of Hearts was what did it for me….on a Corum it would be fun, on a Zenith it’s close to ridiculous.

  • Ivan

    I don’t see anything bad with the Zenith strategy. I think that they are being very brave with the new designs, and is good to see some new designs in a very conservative world, where the most valuated watches have been designed 40 or 50 years ago. Nothing bad with that, but I think that we must valorate business courage with the launchment of very breaking models

  • Sean

    I agree totally. I still prefer the older models with the timeless “Zenith” look. Sadly, the current collections look more like fashion watches then technical ones.