Zenith

Ornatus-Mundi
[Zenith]
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Thank you for this important reminder on how to develop and perpetuate a brand properly...

Tim, I very much liked and welcome your thoughts here. I fully agree to all you wrote.

Giving a guiding hand to a valuable and respected brand like Zenith is something that I missed often enough in the past. During the last decade, we whitnessed so many ups and downs from the entire range of the specturm, from a focus on conservative technical engineering over flamboyancy back to gentlemanliness.

Honestly, like you I am currently missing a guiding light which would hint to where Zenith is trying to go in the next 5 to 10 years. This year's novelties gave clues but they are not conclusive enough. Elite 6150, the titanium pieces, but then as you mention Rolling Stones? Like with Hublot, countless liminted editions (right these days they presented another LE for a dealership, restricted to 3 pieces. The model it was derived from had a limitation of 5 . Go figure ;-). 'Ambassador' endorsements...

But we should be fair as well. Aldo Magada is little more than 12 months at the helm of the brand. All of the current novelties thus I guess are still left-overs from the Dufour era. But he will have to reveal his handwriting soon.

This brings me to a general point. Do you see as much influence of a CEO with brands like Patek Philippe or Rolex? The answerr to this question leads to an interesting debate directly linked to my second paragraph above.

Thanks again,
Magnus