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?
I used to work with a guy that had a Panerai, an old school Heuer Autavia chronograph, a Junkers and a Nomos. This dude was cool and was the one who ultimately got me into buying high end watches (at the time I was just wearing stuff like Invicta and convincing myself that I didn’t want a Rolex). Within a few months I’d gone through a number of different brands buying and selling my way through the world of Swiss watches (I’d purchased a Brietljng Colt, a TAG Heuer Carrera and more) eventually I’d purchased a Zenith El Primero and he’d never heard of it before, he even did some of his own watch servicing but hadn’t heard of Zenith.
That’s a perfect example. Why had that guy never heard of it?
I’m not sure but I also hadn’t heard of them till I saw a hodinkee article about the el primero that game up as a Google suggestion. I think they have shit marketing.