As I told you a few days ago, Zenith has just opened a pop-up boutique located Place Vendôme. It is a big event for the brand because this boutique, even if it will close at the end of March, will reinforce the visibility of the brand. It is the reason why Zenith took the decision to organize an inauguration party to welcome journalists and to put this boutique under the spotlights.
Obviously, Julien Tornare came from Switzerland to cut the ribbon. But he didn't come alone. He was wearing a prototype of the Defy Lab. I would rather say: a prototype of the prototypes which were sold to the 10 fortunate collectors. This piece, along with the Defy El Primero 21 are the most important pieces for the new strategy of the brand. As you know, the story telling from Zenith is to say: the star is the movement. It is of course true. But it is not enough. An iconic watch is missing to lead this commercial ambition: especially nowadays, the customers look for the main references of the market: Nautilus, Royal Oak, Submariner and so on. So Zenith hope is that a piece like the Defy El Primero 21 can play this role.
It is becoming clearer that the two Defy pieces, due to their innovative sides, their strong watchmaking contents will be the flag bearers of the brand. In this context, Zenith is re-organizing and simplifying its catalogue built around the Defy, Chronomaster and Pilot collections. In my point of view, but maybe I'm wrong, the Academy and Elite collections will play a smaller role.
Zenith will unveil some new pieces during Geneva week and of course at the Basel Fair. So very quickly, we will know what will be the directions chosen by the Manufacture. The other big challenge is also to define the commercial strategy and the production process of the Defy Lab. If the technical challenge was won, a lot of questions remain: how will Zenith sell this watch? What will be the design? Close to the collectors' pieces or not? What will be the prices? The story behind? And so on... The presentation organized in September was a big step ahead. But the most difficult part of the path to success is still ahead.
In the meantime, we can enjoy the ability to visit the Zenith boutique in Paris! So let's browse the pictures I took during the evening party.
A Swiss atmosphere filled the Place Vendôme... only the cows and the bells were missing!
With Arnaud Vidal, brand manager of Zenith France Belux who was very happy to add this 160 sqm point of sale in his network, even for a few months:
The good news was that the touch of Swiss-attitude was also found in our plates thanks to this delicious raclette:
Don't tell Julien Tornare but I stole his watch during the party. You will recognize that it is a prototype since the bezel is not made of the same material than the case (the latter is made of Aeronith which offers this very special visual rendering):
Julien Tornare explained during his speech that he would expect that this boutique organizes events every week. Again, it is not a mere boutique: it should be a flagship for the brand.
The ribbon cutting ceremony with Julien Tornare and Arnaud Vidal around Beatrice de Plinval, the President of the Comité Vendôme:
The boutique and the Defy Lab, the latest main events for Zenith!
Actually, it was for me the first opportunity to handle the Defy Lab. It is of course a very surprising watch. I would not call it a "revolution" to be honest since the main principles of a mechanical movement stay the same. But the most fascinating point is the way the oscillator "Semon" replaces the classic architecture of the regulating organ. This oscillator gathers several key pieces... in a single one. And this point is fundamental. It is in the end the reason why I find this movement so interesting:
- because it can work at a 18hz frequency without requiring a barrel large like a plate
- because, theorically, it can be produced in high figures without any strong obstacle
- because if the oscillator faces an issue... you will only have to replace it.
The Zenith team highlighted during the presentation in September that the Manufacture will be ready to offer such movement to other brands. It is a very clever attitude which will also help Zenith a lot and which highlights the trust the team has put on it.
The behavior of the oscillator is bit disturbing for the eyes at the beginning. I can imagine that the future watch will not be as open as this one!
Etienne Descoings is a friend of the brand... and a head bartender!
I told you he is a friend of the brand: he was wearing an El Primero Range Rover chronograph.
I thought it was sangria but it was something else created around champagne (if I understood well).
The Defy Lab is a large watch (44mm) and looks definitively too large for this lady's wrist! But on mine, it was fine.
I was of course proudly wearing the CP2 Purists during the event:
Etienne Descoings was busy during all the event!
During the party, I found two hidden gems!
The first one is this set version of the Defy El Primero 21:
and the second one was this Defy El Primero 21... in pink gold! It is, to my knowledge, the first picture of this watch! I took better pics the day after.
And I can tell you that a LE of the Defy El Primero 21 will be released to celebrate the boutique!
The party came to its end and it was the time to leave the Place Vendôme... but I wanted to raise my glass to wish the best of luck to the team of the boutique and a successful activity during the next months.
Thanks to the Zenith France team for the invitation and thanks to Julien Tornare and Arnaud Vidal for their availability during the event.
Fx
© 2017 - WatchProZine