De Clerck (left) and Ashvin Valiram sharing a special moment on stage during the launch event (All photos: Zenith)
"Precisione astronomica” — this was the headline of an advertisement for Zenith watches from 1953, hailing the Swiss manufacture’s unshakable lead in the mechanical wristwatch category of the Neuchâtel Observatory competition.
Every year, submitted timepieces would undergo stringent testing for chronometer certification, with successful movements receiving placements based on overall performance. Aptly occupying the peak of the rankings from 1950 to 1955, the Zenith name would dominate the leader board of accuracy for a total of six impressive years — a historical testament to the chronometric excellence at the core of the maison’s identity to this day.
Though not counting itself among the “big boys” of the luxury watch world, the fast-growing brand has consolidated a powerful following that knows it for its legendary movements (the El Primero needs no introduction) and stunning design. “When someone buys a Zenith, they know what they’re buying,” explains Benoit de Clerck, who has been helming the company as CEO for roughly the past nine months. “Design, authenticity, heritage, performance — all these make up a strong brand. This is very important for the customers of today, who are looking for something of substance.”
Asked how the early days of his tenure have been treating him, de Clerck admits that while the “honeymoon period” is still in effect, he has been endlessly impressed by the rich history ingrained in the manufacture, established in 1865. “I thought I knew, but I didn’t truly realise until I put my hands and nose into it. When I joined, I promised myself, ‘For 100 days, I will observe and try not to judge’. You have no idea how difficult this was! But I can tell on day 101, I was a different person. I had accumulated so much knowledge and resources that I could clearly envision what I wanted to do moving forward. Listening and humility were very important factors.”
zenith_the_exchange_trx_-_boutique_exterior.jpg
Prior to his appointment at Zenith, de Clerck held positions in Tag Heuer, followed by Richemont-owned IWC, Roger Dubuis and Baume & Mercier, and subsequently as chief commercial officer for Panerai. “I definitely learned a lot in all of my jobs and I was lucky to be there for the ups and downs,” he reminisces. “It’s like a suitcase: Whenever you travel somewhere new, you always bring something back. The same applies to management — all this expertise, I bring to Zenith.”
De Clerck, who succeeds Julien Tornare, insists that triumphs and experiences are not final destinations, but foundations upon which bright futures are built. True to the brand philosophy, reaching for one’s star means continuing to strive, an approach that the forward-facing CEO understands perfectly. “[Tornare] had awoken the ‘sleeping beauty’ that Zenith was. Now, our role is to make [her] walk, and eventually run. We must bring the brand to the second, third, even fourth level. I continue to learn today, which is great. It’s a never-ending journey. We can see the light and it’s getting bigger every day. The opening of this boutique is the witness of our success.”
Malaysian fans can now experience the contemporary edge and ambitious spirit of the stellar watchmaker at its new standalone boutique at TRX. Dressed in sleek white, glistening silver and signature blue, the façade incorporates the company’s four-star motif into its gleaming lights and striking metallic side window feature. Inside, clients are fully immersed in the modern aesthetic that embodies Zenith’s innovative essence. Elegant wooden flooring, soothing grey walls and chic dark accents synthesise an overall sense of spacious refinement that invites closer inspection of the complex timepieces on display. An attractive floor-to-ceiling banner dotted with stars bisects the store and draws the eye, while the surrounding walls guide viewers through the Chronomaster, Defy, Elite and Pilot collections. Customers seeking a more intimate and personalised retail experience can also take a seat in the boutique’s private room.
zenith_the_exchange_trx_-_boutique_interior.jpg
This unveiling marks a step up in Zenith’s 15-year relationship with luxury retailer Swiss Watch by the Valiram Group. Executive director Ashvin Valiram elaborates that the strategic timing of this decision is a result of the Malaysian market’s cresting maturity alongside the growing desirability of Zenith’s products, which has enabled the stars to align: “[Now,] watch connoisseurs and aficionados all want Zenith on their wrists. So, we felt this was the right opportunity to open a standalone store where customers can come in, appreciate and see the whole flavour of the brand.” Valiram adds that the burgeoning status of the mall as a hub for the newest and greatest of what the city has to offer made it the premier choice.
“What made us go in the [direction of a] boutique today was, first, Swiss Watch’s professionalism and expertise. They know what they’re doing; they take risks and succeed,” de Clerck says of the strength of this collaboration. “Second was the demand. We have a lot of requests from collectors who want to buy in a boutique, as [it] is the right environment. What they can expect is an experience: On top of the special connections, you have limited editions that we sell only in our boutique.”
When it comes to capitalising on the brand’s exceptional quality, he further stresses the importance of upholding the maison’s reserved allure. “It’s a brand for people in the know, and we’re very proud of that. So many times, when I travel, people go, ‘Oh, your watch is broken, it’s going too fast,’ and I love that. Why? Because this is the particularity of Zenith,” beams de Clerck as he presents his Defy Skyline Chronograph, which is driven by the high-frequency El Primero 3600 calibre with a 1/10th-of-a-second indicator. The piece was unveiled earlier this year at Watches and Wonders.
zenith_watch.jpg
Visitors to the TRX branch are urged to peruse the three boutique exclusive pieces: the elegant green Chronomaster Original Triple Calendar Boutique Edition; the rose gold-plated Defy Skyline Chronograph Boutique Edition; and the gorgeously iridescent Defy Skyline Tourbillon Felipe Pantone Edition, which is limited to 100 pieces. Another must-see is the Defy Skyline Skeleton in White Ceramic, which juxtaposes the intricacies of its deep-blue movement with the clean minimalism of its case and bracelet. “They’re in very high demand, but we decided to produce a very small quantity to keep it exclusive,” remarks de Clerck.
As the world moves into the final quarter of the year, the increasingly visible horizon of 2025 will bring with it Zenith’s 160th anniversary, a milestone that promises plenty to look forward to. “You will not be disappointed,” he enthuses. “We are going back to the essence of the brand: heritage, craftsmanship, savoir-faire and people. All these parameters, synergising together, will be the outcome of the 160 years, and it will be celebrated throughout [2025]. You will be surprised every month with something very interesting that transcribes what we are all about.”
This article first appeared on Oct 7, 2024 in The Edge Malaysia.
