Benoît de Clercq became CEO of Zenith in January 2024. Having served as COO at Panerai and CEO of IWC North America, he was essentially a behind-the-scenes figure. How will he steer Zenith now that he's suddenly in the spotlight? Zenith's past CEOs have been nothing short of stellar.
Interview and text by Masayuki Hirota (Chronos-Japan)
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2024 issue of Kronos Japan]
The essence of Zenith is history, craftsmanship, and authenticity
Zenith CEO. Born in Switzerland. After graduating from university, he worked for TAG Heuer in the Middle East and at Richemont Group headquarters before becoming CEO of IWC's North American division in 2004, later taking charge of Northeast Asia. In 2011, he became Panerai's International Sales Director, and in 2021 he became the company's COO. He has held his current position since January 2024. He has stated that his future policy will not be to increase production.
"I thought I already knew about Zenith, but when I took over as CEO, I discovered something about Zenith I didn't know: its history and craftsmanship. And the authenticity that is the essence of Zenith." However, Zenith's authenticity is largely based on the El Primero. What will happen next?
"El Primero is the backbone of Zenith. It is a testament to the authenticity of the brand. And Zenith will celebrate its 160th anniversary next year. Not many brands can celebrate 160 years, but we can celebrate 160 years in the same place, despite the wars and disasters that have occurred in between. This, too, makes the authenticity of the brand special."
He emphasizes the richness of its history.
"Our Manufacture is full of information and brand records. Our in-house archives are a mile long. We use them, improve them and develop Zenith."
New for 2024. This complication is more expensive than the existing Chronomaster, but "at least 50% more reasonable than competing brands" (Creek). Perhaps it's an attempt to change the product lineup to a pyramidal shape. Equipped with the so-called "El Primero 2," which rotates once every 10 seconds. Automatic winding (Cal. El Primero 3610). 35 jewels. 36,000 vph. Power reserve of approximately 60 hours. Stainless steel case (diameter 38mm, thickness 14mm). Water resistant to 5 bar. 176 million yen (tax included).
However, like Zenith, the other companies in the LVMH group are putting chronographs front and center, and Tag Heuer has a long history in the industry. How will they differentiate themselves from the other companies?
"Both are excellent brands, but I don't think they are in competition with each other. The price range and image are different. Also, Zenith customers are careful about their purchases. And once they own a Zenith, they'll buy again."
Given the history that Krak emphasizes, it seems a shame that the "Elite" collection has been neglected. Moreover, it is likely the only dress watch collection within the LVMH group. Are there plans to expand it in the future?
"Did they put a microphone in my office? (Laughs) The Elite is one of Zenith's pillars. We are focusing on the dress watch segment, but we are keeping it simple and not increasing our overall production."
So how will the 160th anniversary be celebrated next year?
"Next year, as we celebrate our 160th anniversary, we will place even more emphasis on Zenith craftsmanship rather than fireworks."
