Basically the title. Zenith makes some pretty stellar and innovative watches imo. I also love their history and style. However, the brand recognition outside of watch lovers is pretty dismal. And while I generally buy watches for me, I do want the watches I buy (particularly those I’m paying $5k-10k for) to have some brand recognition among the public. What happened with Zenith in this respect? Or am I giving the public too little credit?
A lot of brands have that issue with people, sadly.
Aside from little to no marketing, what else do they have outside of the Chronomaster? Shoot, even watch enthusiasts sort of glaze over everything they have. The Elite? Boring (I love em tho!) Defy? 70s recycled design.
Second, their designs probably dont captivate people. This is a guess and my bias showing because I only really like 5 models in total.
Last, when it comes to Luxury, people like brand recognition! Some of their models compete with Rolex and Omega at MSRP. You can hype with a Cartier or even Brietling as well, which also are recognizable in a way.