Zenith SA is a high-end luxury Swiss watch manufacture started in 1865 by Georges Favre-Jacot at the age of 22, in Le Locle in the canton of Neuchatel.
Zenith has a long reputation for the quality and precision of their watches, with 1,565 1st-place precision awards to date. It is one of few remaining Swiss watch manufacturers that still produce their own movements in-house.
The El Primero calibre, which was first released in 1969, though still produced today, was one of the first automatic chronograph movements and has a frequency of 36,000 alternations per hour (5 Hz). This high rate allows a resolution of 1/10 of a second and a potential for greater positional accuracy over the more common standard frequency of 28,800 alternations per hour (4 Hz). The El Primero was honoured with a 2012 release of the El Primero Stratos Flyback Striking 10th, limited to 1,969 pieces (in honour of the original 1969 release date), that housed the same 36,000 vph movement and a sub-dial measuring in tenths of a second to make a complete rotation every ten seconds.
Zenith was purchased by LVMH Moët Hennessy • Louis Vuitton S.A. in November 1999, becoming one of several brands in their watch and jewellery division. The CEO of the company is Jean-Frédéric Dufour, formerly of Chopard.
The new Zenith campaign is an invitation to escape from routine. Featuring free, wide-open spaces, each seeming to reveal a mechanical or aesthetic detail, it vividly testifies that, for Zenith, excellence sparks daring. It pays tribute to the reaffirmed brand values: the authenticity of its watchmaking expertise; the bold daring of its enterprising spirit; and the unique pleasure of the timepieces it makes.
The admirable complexity of the movements and the aesthetic appeal of its watches are revealed within scenery imbued with a sense of freedom. The images selected for the new press advertising campaign evoke dreams, emotions, sustainability, creativity, freedom, aestheticism and independence. They convey both the brand’s history and its current news. Inspired by the daring that has always been part of the soul of the Manufacture, they hint that there are still many conquests to make, horizons to be explored and dreams to be fulfilled.
Iconic calibres and new complications further pushing the boundaries of watchmaking expertise stem from a visionary spirit that has remained intact. Zenith presents itself as a companion of all those wishing to make their dreams come true. Its timepieces will be the alter egos of those who have chosen to follow their own star.
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