I’m not talking about that people don’t like it, because they do. But looking in sales, I would expect a brand like zenith to at least be in top 20, but they’re far off. Why is that? I see them as an Omega-like brand, not a small brand.
I’m not talking about that people don’t like it, because they do. But looking in sales, I would expect a brand like zenith to at least be in top 20, but they’re far off. Why is that? I see them as an Omega-like brand, not a small brand.
Simply put it’s because they lost their ways when Nataf joined.
Like a lot of other brands, key people didn’t understand the concept of a brand in it’s whole, and it’s most important part : the image of the product. A brand has to stay true to it’s roots, and the only way of expressing this is by design codes wich makes the brand unique. So that a customer can relate to the brand, and stay related to the brand in the future.
Another way to explain this: if you take a watch from a well established brand and hide their logo/brand name, you should always be able to tell which brand it is. The two best examples are Rolex and Richard Mille (please chill guys ! I’m talking design codes here, and only that).
If I remember correctly, Zenith lost their soul when they came with this horrible open dial with view on a poorly finished balance wheel and surroundings.
I will never understand open dials and open casebacks with shit finishing.
I have 5 watches with open casebacks. A seiko presage (pretty ugly), a farer Hailey (better, but it’s still a basic sellita), a Breitling B01 Chronomat (decent, not amazing, not shit), a Grand Seiko Spring Drive Shunbun (amazing for the price), and a Tag Heuer Monza, with the El Primero caliber 36 in it. (a work of art, and a thing of beauty).
This shows, that they CAN make beautifully finished movements https://imgur.com/a/tazMkMj
I don’t know why this el primero movement from the early 2000’s looks better than the modern El Primero, It just makes no sense to me, and I don’t think it’s all on Tag Heuer finishing it, or is it?
Also, the pink chronomaster sport looks amazing. You don’t need 3 different colors of dials, and that watch shows it. also, Zenith, improve your bracelets please. If you want people to spend 10-13k for a watch, it better have a bracelet that doesn’t look like seiko made it.
That Monza you mentioned made me feel all tingly. Honestly I could stare at that movement for hours.
At this price point the Monza seems to be nice. (I first thought it was like 15k to 20k and wasn’t OK with the level of finishing).
Please note the El Primero does have an important flaw (I don’t know if they ever corrected it), and if you see grease full of black particles near the automatic ratched wheel , you need to ask for a service ASAP. Here’s the problem, please take a seat before opening. obviously NSFW.