PARIS — Pushing optimism by means of colours, Zenith is shifting gears from a concentrate on its Chronomaster watches at the beginning of the 12 months and plans to indicate a collection of colourful, excessive jewellery Defy watches this week throughout Watches and Wonders.
This story first appeared within the April 7, 2021 problem of WWD. Subscribe Today.
“We’ve had such a tough year behind us, we need to be positive and optimistic,” mentioned Julien Tornare, chief govt officer of Zenith.
“As an old guy from the industry, I could be very conservative, but I decided to do something a little crazy with those watches,” he mentioned, noting the Defy is a product line that gives a specific amount of freedom.
“It’s very important for me to keep a lot of dynamism and creativity also within the Defy,” he added.
Limited to 10 items per mannequin — there are 5 fashions of the Defy 21 Spectrum timepieces: orange, blue, purple, inexperienced and black — the concept is to generate buzz. Watches function brilliant-cut diamonds in a stainless-steel case, whereas the bezel is ringed with baguette-cut sapphires.
The model just lately coated its manufacture constructing in Le Locle, Switzerland, with colourful paintings from up to date artist Felipe Pantone.
“I want to go against a lot of what happened in the past — you have a very historical brand and then you only repeat the past,” the manager mentioned.
Noting his mentor was Jean-Claude Biver, the previous head of LVMH Moët Hennessy Louis Vuitton’s watch division, he mentioned he couldn’t agree extra with Biver, who famously pushed mechanical watch labels into new territory.
“I’m very comfortable to do something classic one day and to be be very crazy the next day,” Tornare mentioned.