For several years, I have written reports about the event at the Grand-Palais to celebrate the start of the Tour Auto. I did the same this year. But thanks to the Zenith France team, I had the privilege to propose you something different in addition: the report on the finish line! Don't get me wrong, I didn't participate to the race and I actually jumped directly from Paris to Biarritz avoiding the five stages. Maybe one year I will hold the racebook to help one of the contestants to gain one second in a sharp turn. But I'm dreaming! Back to reality and back to Biarritz to observe the arrival of the cars and their teams after several days of a tough competition.

It is a truism but I have to remind this obvious statement: there were less cars at the arrival than on the starting line... but the pleasure to see these fantastic machines remained unaffected. Moreover, since I was used to see them in the same place, at the Grand-Palais, the opportunity to touch them, to closely observe them in a totally different scenery brought an added-value!

Even if the stars of the show were these classic cars, I don't have to forget that the main reason of my presence was the involvement of Zenith for the first year in this event. And l have to confess that the Zenith team did a great job to increase the visibility of the brand in France.

You may think that the Tour Auto is a kind of confidential race between some happy few and so you are wondering why Zenith commits itself as a key partner. But in that case, you would be wrong. The Tour Auto is an impressive gathering of queens of the road and in France, like in each and every country I suppose, there is an actual passion for these legends. You have to understand that the cars of the 40s, of the 50s represent for the French people the symbols of freedom after the Second World War and also the first holidays by the Sea. And at that time, French car makers were playing a significant role in the global industry. You just have to see the eyes of the people who visit the places where the cars are parked after each stage to understand the passion they feel: women, men, young, old, the same passion.

In this context, the five stages gave the opportunity to Zenith to work on its recognition. Of course, Zenith is a known brand... but I would say mainly for connoisseurs and watches addicts. It is the reason why Zenith focused its communication on its heritage to make the contestants, the guests, the visitors of the event understand that it is one of the most prestigious manufactures from Switzerland. This strategy was underlined by the presence at the Grand-Palais booth of several historical pieces which symbolize the milestones of the long existence (we are celebrating its 150th anniversary this year) of the brand. Even a watchmaker could set up his workbench to show the main features of the El Primero movement to the Parisian guests.

Actually, I had the feeling that Zenith invested more than the other LVMH Watch & Jewelry company which was the previous partner of the event. But I understood between the lines that Zenith managed to reach this high visibility despite a very controlled budget. So... well done Aldo Magada and the French team!

Aldo Magada is not only the CEO of Zenith. He was during the event a very active actor of the race being the co-driver of his friend, the pilot of the Jaguar Type E Daniel Spadini, both finishing at a very respectable 30th rank.

Zenith had 3 drivers during the race: Daniel Spadini of course, Felix Baumgartner who maybe seemed to be more comfortable in the air than on the road and Dominique Vananty who finished with his very charming daughter at an excellent 10th position.

But as we say in French, the most impostant was to participate and nobody regretted the 5 days on the road and even more significantly the involvement of the brand in the event.

I propose you to browse my pictorial report to live again together the two days I spent in Biarritz on the South-West shores of France with a group of French journalists and friends.

On Saturday morning, we took off from Paris to reach one hour later the Basque Country:

The view from the terrace of the Hotel. The sky is blue even if a bit cloudy, the sun is shining, the temperature is high... everything is ready to have a great week-end!

Let's start with a typical Basque Lunch in the center of Biarritz!

Some tapas:

My glass was bigger than the bottle. No, I'm joking, it was a decanter glass. What a pity!

Several friends chose a Paella:

But I'm not an amateur when it comes to food and my selection was the Axoa, one of the most typical and famous veal meals from the Basque country. I didn't regret my choice!

Food is nice but we were in Biarritz to speak about watches!

I couldn't resist to wear this El Primero Chronomaster Power Reserve:

And one of the novelties of the year, the El Primero Chronograph Classic. Do you notice how the style is different from the previous watch?

A small and nice Basque cake to end this lovely lunch:

The restaurant was decorated with typical and naive paintings. On the flask, the emblem of the Rugby team of the city which sadly doesn't play anymore in the top French League.

Let's go now on the finish line to meet the teams and their cars!

Here is the Zenith caravane which was very appreciated by all the contestants at the end of each stage:

Let's have a closer look on the gathering of the cars which managed to reach Biarritz:

A superb Jaguar, the Basque Country and the Ocean on the background, maybe we are on Paradise!

Wearing the watch dedicated to the event, the El Primero Chronomaster 1969 Tour Auto Edition:

Danny Wilde, are you here? Your car is not red anymore!

Some famous badges and emblems:

By the Ocean, what a superb scenery!

With the Limited Edition on the wrist by the Ocean:

The dial creates superb shades of light:

Back to the cars, some arrived when I was walking on the shore...

I couldn't miss a French car!

Smoking is not good for the health but this picture symbolizes the meeting point between two mechanical worlds.

It was impossible to miss Zenith involvement! On each and every car, the Swiss Manufacture was clearly visible:

The Limited Edition in front of the Caravane:

These contestants were happy to reach the finish line! Let's celebrate the end of the race!

Blue Aston Marin and Red Mercedes:

But at the end... the natural element of these machines is on the road !!!

On Saturday evening, the gala dinner was organized at the Casino Bellevue. The aim of the dinner is obviously to enjoy a last moment all together, to celebrate the end of the race and to proceed with the prizes ceremony:

With the Chronomaster Power Reserve on the wrist:

Aldo Magada can be proud of Zenith involvement and the dedication of his team during the event:

The dinner table: we were at the closest table to the stage!

The dinner was created by a two stars chef and it was delicious despite the huge difficulty to serve 1200 persons!

Aldo Magada gave the prize and the reward, two Zenith watches, to the winning team of one category:

The day after, our small group ook advantage of the beauty of the Côte des Basques to have a walk by the Ocean and to breathe a big bowl of fresh air! A wise decision before coming back to Paris...

The famous Rocher de la Vierge:

This superb El Primero 410 was worn by Daniel Spadini:

...while Dominique Vananty was wearing this equally superb El Primero 36000 VPH:

We were sad to leave this atmosphere... but we had a last good news!

Summer is coming!

And do you know how we learnt it? Because we saw more and more surfers during the afternoon!

Believe me, we were very reluctant to leave this atmosphere and I think you understand why!

Thanks to the Zenith team, I spent a wonderful week-end. But more importantly, I could feel the ambition of Zenith on the French market thanks to its commitment with the Tour Auto. French market? Why do I use this simplistic approach? A lot of drivers were coming from foreign countries and the prestige of the race goes much beyond the France borders. Once again, I had the feeling that Zenith did an excellent move with the decision to become a partner of the Tour Auto.

I would like to thank a lot the Zenith France team, Aldo Magada and Chantal for their invitation and the perfect organization of the week-end.

Fr.Xavier