During the computerized rendition of LVMH Watch Week , Bvlgari, Hublot and Zenith introduced a portion of their novelties for 2021. It was likewise a chance for MONOCHROME to interview Julien Tornare, the CEO of Zenith, to discover how the brand has explored 2020 and to investigate the brand’s strategy for 2021.
Xavier Markl, MONOCHROME – Needless to say, 2020 was a difficult year. What strategies did Zenith receive to explore the difficulties?
Julien Tornare, Zenith – It has been an extraordinary year. Following the celebration of the 50th commemoration of the El Primero, we commenced 2020 in Dubai with the LVMH Watch Week 2020, where the introduction of our novelties experienced incredible energy. At that point came the lockdown during which we needed to close the production for about a month and a half. It’s been intense months for the watch business. We thought about what we could do… Traditional versatility arranging was adequately not and I requested that my group be extremely dynamic, to take activities and to accelerate the digitalization of our exercises. We dispatched our internet business in June for Europe and in July for the USA. With respect to promoting and communication, we have been actively pushing advanced activities. Also, obviously, we dispatched energizing watches during the year like the Chronomaster Revival Shadow and the Chronomaster Revival Manufacture version . The Defy Midnight was a significant dispatch as well, very well gotten by our female clientele.
Then we introduced the “Zenith Icons” program (Editor’s note: CPO or affirmed used program) and the “Time to Reach your Star” image crusade. We’ve done a ton. Business has been testing, however as far as brand building and piece of the overall industry, we have made progress. It has been a rich and driven year.
Could you tell us about the extent of the Zenith Icons program, and how you got into the CPO market?
We knew, and this was affirmed during 2019, the time of the El Primero 50th commemoration, that Zenith was increasingly more popular on the auxiliary market, just as on the sale market. Zenith was the principal brand to team up with an Auction House, namely Phillips and Aurel Bacs, to develop a restricted version and we saw a major interest. I manage Aurel Bacs who, as I would like to think, is the unparalleled pioneer around here. He revealed to me more than once that Zenith would be the following brand to perform well at sell off. Along these lines, we needed to investigate the vintage market. Today, you are never quite certain of what you are purchasing on the vintage market. Frequently individuals are baffled by the nature of the watches they purchase. There a ton of questions and uncertainties.
We chose to get watches, a portion of the notorious Zenith watches from the 1960s, 1970s or 1980s, reestablishing them (their development, not the outside look) utilizing unique extra parts that we have at the assembling. We validate, affirm and offer these available to be purchased with a two-year guarantee. This offers customers the chance to purchase a notable watch from those years with security and with the reinforcement from the brand. We began in October and it has been truly fruitful. The trouble we are confronting today is sourcing watches. With the developing interest in Zenith vintage watches, proprietors are getting increasingly more reluctant to sell their watches.
The Zenith Icons program is likewise an awesome apparatus to sell contemporary watches. By setting vintage watches close to the contemporary models, we can clarify their roots. On the off chance that you take a gander at a De Luca Chronograph and our new Chronomaster Sport, you can comprehend where the bracelet, the bezel, and so forth come from. This allows us to additionally solidify our image equity.
We began with our Tokyo Ginza store and extremely soon in different areas. Furthermore, we are considering developing this online as well.
Moving to 2021, would you be able to tell us about the features of the LVMH Watch Week?
We began half a month prior with a pre-dispatch of a revival watch I like a ton, a re-release of the wonderful Chronomaster Revival A385 . It is gotten from the A384 yet with an angle dial, initially the primary slope dial at any point made in the business. It is one of the famous Zenith watches and individuals love it. It is accessible on an earthy colored cowhide tie coordinating the shade of the dial or on the well-known Gay Frères, stepping stool bracelet.
Do you recollect the three-hand restricted release we had in the pilot line, which was a serious shock for our authorities and that sold out rapidly? We chose to create another restricted version of 250 bits of the chronograph model controlled by the El Primero development and with a fuselage impact on the dial.
Finally, we dispatched the Defy 21 Urban Jungle , khaki green version of our Defy Line, introduced in green artistic with a green development. Customers are envisioning these versions and there will likewise be a significant dispatch concerning the Defy later in the year. What’s more, obviously, there is the Chronomaster Sport .
What is the part of the Chronomaster Sport in this collection?
I recollect my first conversation with Jean-Claude Biver when I went ahead board in 2017. We needed to restore the brand and we thought of the Defy assortment that made a ton of buzz. However, the other column was the Chronomaster. I required time with Romain Marietta, our Director of Products & Heritage, and the group to recognize what the Chronomaster ought to be. There have been numerous Chronomaster varieties, and we expected to center to make an intelligible offer. At last, we have the Chronomaster Revival, the Chronomaster Sport and the exemplary Chronomaster that you will find in half a month.
The Chronomaster Sport is the most contemporary watch of the Chronomaster assortment. It will be a lead. Authorities can allude to the past with watches, for example, the A277 that was released before the El Primero or with the De Luca later. The mainstays of the assortments are Defy and Chronomaster. On a strategic front, we have the Pilots and the Elite line.
How have you been developing e-commerce?
During the March lockdown, I got some information about going advanced. The deals and advertising group immediately reacted with internet business. We had the option to develop our proposal in only a month and a half, dispatching in June in Europe and July in the USA. Asia took additional time; we just opened up a WeChat shop in China and different business sectors will follow.
The results came rapidly. We have been arriving at near 5% of our yearly turnover through internet business in only a half year in 2020. One of the large triumphs was the Chronomaster Manufacture version, which was a web based business exclusive.
For more data, if it’s not too much trouble, visit www.zenith-watches.com .