The Zenith Problem: Why Does No One Buy Zenith Watches?

Supplying the Rolex Daytona movement - Zenith is one of the most underrated watch brands. The Zenith Chronomaster Sport is a ROLEX KILLER, the El Primero is oozing heritage; and yet, I rarely see anyone wearing a Zenith watch. I go to so many watch collector meet ups, scroll through watch instagram - and I still feel like I see so few Zenith watches.

Today we are exploring why Zenith doesn't get the love that it deserves - why don't people buy Zenith? I should say: These are just my opinions! I have been thinking long and hard about this - and these are just some of the conclusions I've come to. I don't work in marketing or anything - I am just an enthusiast!

1. The Price Point
2. Catering to Enthusiasts / Marketing Stragety
3. The Movement Maker's Curse

HOW TO GET IN TOUCH WITH ME:

TIME STAMPS:
0:00-1:13 - Intro
1:14-3:56 - Reason 1
3:57-7:06 - Reason 2
7:07-9:25 - Reason 3
9:26-10:43 - Misc Things That Wouldn't Fit in Anywhere Else
10:44-10:56 - Outro
10:56-11:16 - Patrons are the greatest humans!

[welshskies]

I don't Zenith for one reason, I can't afford them. 🤣🤣🤣🤣🤣

[Cull_Obsidian]

Sadly I think you’re right. Both JLC and Zenith are in very similar positions:

Owned by two large conglomerates (Richmont and LVMH) that sit in the mid-tier of their luxury offerings, despite some very complicated watches being offered.

They make profit (probably not that much) but they do, so they’re in this middle child comfort zone of putting out nothing special but nothing too boring. They don’t take risks because they’re not in a position of financial comfort or desperation.

So long as they stay in that zone, I don’t think anything meaningful will happen.

[ryanermoody]

I’ve not sold any of my watches, but I’m currently trying to move my Zenith Chronomaster Sport on. At first, I loved it. Then, I bought the Omega 3861 Speedmaster. When sat beside the Omega, I noticed that, for me, the Zenith’s quirks become irritations. Specifically, the fact that I can’t read the 60 minute subcounter (the hashmarks are too bunched up and the hand too thick), the low quality bracelet and the 4:30 date aperture. While many would say that the Chronomaster Sport is the better watch on paper, in real life I find that it doesn’t put up a meaningful fight against the Speedmaster. It’s time for it to be welcomed into a new, more appreciative home.

[mrjamesgrimes]

I doubt the average person has heard of Vacheron Constantine either but no one who wears them is worried about it

[chrishennemeyer]

What to say? I bought a Zenith Chronometer Revival (37 mm) with the "Espresso" dial and it is hands down the prettiest watch in my bloated collection. Fortunately I was able to get it at a significant discount, less than half the price of the cheapest Rolex. In an era where micro brands are selling $2, 000 watches, buying a Zenith for $4, 500 seems like a deal. At least in the brain damaged world of watch collecting. P.S. - here in the real world (the one where you don't pay list and you don't want to wait two years for a Rolex AD's call) the Chronometer Sport is MUCH cheaper than the Daytona.

[steinbeck]

I’m one of those who haven’t bought a single Zenith.

I bought two.

[LavisP]

Because people fall for the hype of Rolex Omega Tudor etc etc I hope they don’t become too popular. Love my ceramic Pilot.

[DarthMalaks_Missing_Lower_Jaw]

If you think the typical new buyer knows that JLC supplied the movements for AP, PP back some 30 years ago, you’re too high on your own watch knowledge

[joshuaprice]

I feel like most people prioritise their collections on Rolex and other obvious choices first. Zenith is where you go once you have them.

[sps]

Compared with many Longines references selling at one-third or one-half the price of similarly styled Zenith references, there is just nothing compelling in their line-up. Even watch geeks need a reason to part with $6, 000 - $11, 000.

[mrjm]

As a Tokyo based watch dealer I sell and source plenty of Zenith watches they certainly aren't difficult to sell and are excellent value as you mentioned.

[profanchorman]

Agree with you Brit, it’s a marketing problem. I own 3 Zeniths, clearly I love their watches for their heritage, gorgeous dials and technical prowess. But that’s what they’ve been solely relying upon. Their boutiques deliver a mediocre experience, their ambassadors are unremarkable and their ads could get lost amongst the brands priced two tiers below them. Such a shame, there’s so much potential.

[EiferBrennan]

Personally I think Zenith should come out with a more average consumer friendly line of watches because that would certainly help increase their popularity.

[FrankBrabec]

I tried a Defy Chronograph in titanium and 1/100th second markers and it’s my next target. Problem is it’s $18.6k at the shop. I am much more inclined to get it from Jomashop for $12.7k. Very awesome watch for sure.

[PhantomObserver]

I am of the age that associates the brand Zenith more with TVs and electronics than with watches.

[AlbertusMagnus_]

When I hear “Zenith” my first reaction is “TV sets.” This name used to be a major TV brand in the US and I’m old enough to remember. I think Zenith’s problem is entirely brand name recognition. Almost everyone recognizes the name, but few know they make watches and fewer still know they make high end watches and even fewer know that Zenith makes movements for other brands. Personally, I like Zenith but they are pricey and I haven’t really seen a model that speaks to me. Plus, it’s a crowded market for a rather limited clientele. I would like to see Zenith do better in the market, but I can’t really help there. I have my one high end watch, an Omega Constellation 41 in Blue with a bespoke blue alligator strap. (I like customizing my watches.😎) But it really makes no sense for me to buy another luxury watch.

Great video! I like your take on this. 😎🍸

[adriennewayneh.]

When I saw the chronomaster sport I thought wow. I then bought the green dial aaron rogers chronomaster sport limited edition and I just love the detail, look and quality of the watch. For selfish reasons I hope they never get to popular as it is so nice to wear my zenith and not have everyone else wearing the same watch and the low risk of getting mugged is an added bonus! Love the content Brit, please keep it up.

[afellowinnewengland]

Four key reasons why the public isn't interested:
1) No brand prestige or positive associations with film, celebrities, etc amongst most of the public. No one outside the watch community has even heard of the brand. Until Benedict Cumberbatch or (insert global celebrity) starts wearing one in films or they have some famous collaboration people aren't going to take a look.
2) A one hit wonder for many people. They produced one amazing movement/watch and that's it. People have a wide range of tastes. If you aren't into chronographs why bother.
3) Sharing a name with a famously awful electronics/TV manufacturer doesn't help. It sounds like a dated American brand.
4) Resale value. People can forgive crappy resale if the brand has some prestige or cool factor. Zenith has neither.

You may not agree but it's the truth. They would need a full overhaul to salvage the brand. New movement, new designs, focus on wider market and major marketing initiatives.

[LordOfSwede]

I recently picked up a Chronomaster Original, and I’m loving it.

Mine is the salmon dialed Hodinkee edition, and it’s really beautiful to look at.

You’re right that the bracelet isn’t as good as Rolex, but it’s still pretty good, and comfortable to wear. I tend to wear my watches a little loose, so the lack of on the fly adjustment isn’t a deal breaker for me.

I’d looked at Zenith watches from afar for a long time, and liked a lot of their models. I guess, like a lot of people, I tended to gravitate to other brands, eg Rolex and Omega, but I think buying an IWC not too long ago made me more receptive to other brands.

I’m currently glad I made the choice to get a Zenith.

[ivantomic]

You can buy El Primero from 90's for around 2-3000$ that literally has the same mechanism inside like the new ones. They only added silicone part there in new ones for antimagnetic purposes. Lots of Zenith enthusiasts buy that instead