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.
Three reasons:
They are a niche brand, and is content to be one. Their specialization is chronographs (specifically the el Primero and variations of it) while the mainstream shopper can’t tell the difference between a chronograph and a chronometer. It may also be how the mothership LVMH groups wants to position the brand: Zenith is niche enthusiast brand while TAG is the mainstream mall brand.
It simply does not have the manufacturing volume and scale to be a popular mainstream brand. If the whole world suddenly wants to buy Zenith watches the way it wants Omega, the brand simply cannot make that many watches to satisfy the demand.
The dive watch is probably the most popular type of wrist watch and Zenith doesn’t even have a proper one in the catalog.