WARNING - Do not buy a Zenith before watching this!

If you are thinking about buying a Zenith... you should watch this video. I discuss my experience with buying this brand for the first time. Its a brand that grows on you, and before too long, you start looking into expanding your collection with more models from the brand. I feel like I have just started down a slippery slope. Now a couple questions-

1) Is there something that holds you back from Zenith? I know multiple enthusiasts who 'respect' the brand, but apparently not enough to buy one. I was in that camp.

2) Do you think that Rolex funnels customers toward other brands, with Zenith being a prime one (along with Omega)? I think they do, and I don't care that it happens. The more people that discover the joys of Zenith, the better.

Shout out to Federico for helping me find this Defy Classic. Fed is a good guy and I really enjoy his content. Link to his channel is here. I hope you sub if you haven't already-

[ajbones]

Well, I brought the Zenith El Primero Chronomaster simply because I think it looks better than the Rolex, and what most watch folks won't admit is the customized display caseback is absolutely beautiful. I had access to buy the Rolex, so it wasn't that I settled for the Zenith. I held and examined them both personally and I was blown away by how the Zenith outshined the Rolex in beauty and construction. I know that I'm going to get a lot of hate for this by mostly Rolex lovers but I've discovered the majority of these people buy Rolex is just for the name and the value. I buy my watches for the esthetics, construction, and most of all the great feeling I get from wearing them. Btw, I do own 2 different Rolex pieces so this is not about hate . (Just Sayin) Bruce, you Rock ! brother.

[kksm]

My story with Zenith. I didn't know anything about watches and was in the business of learning before I made a big purchase. Somewhere in that research, I studied the history of Zenith and really fell in love with the whole story. I learned about many brands of watches and settled on the El Primero Chronomaster as the watch for me. I could as easily say the Chronomaster chose me. I think Zenith tries to cater more to the enthusiast and being a sort of "Brand X" gives them the drive to step out of the box and innovate. In the end, I don't feel like it's a consolation for me. It's absolutely what I want to wear and I'm happy to tell the world why. I 100% adore my Zeniths. (but you already knew that). :-)

[gav_bray]

I've never been a fan of skeleton dials, but this Zenith has always been the exception (also maybe the ORIS ProPilot)
The amount of detail put into this watch is outstanding. So glad you've managed to get one for your collection Bruce. Thanking you

[mattyg]

Zenith truly is underrated especially during these times where more and more people are jumping on the hype train of the usual suspects. But it is on my top 5 brands because of the el primero movement and having tried it in the metal, the latest El Primero 38mm with the calibre 3600 is really awesome.

[squarestanley]

The mentality behind purchasing Rolex for the sake of “I just made 9 grand!” Is so far from where I am and I have a hard time getting behind that thinking as an enthusiast. Sure, there’s a prestige inherent with certain brands, but the market is chock-full of readily available brands that may not appreciate in monetary value but certainly prone to appreciating in sentimental value. I believe this Zenith - among others - is a great example of a time piece that embodies potential sentimental appreciation. At the end of the day, as I’m handing down watches, I’d rather my children receive pieces that meant a lot to me over pieces that were good “investments”.

PS: The Zenith x Land Rover Defy 21 lives in my head rent free.

[SinnerAndSaint]

04:30 I absolutely agree, Bruce! As you may remember from a previous comment of mine I bought the all black ceramic version a few months ago and absolutely love it as well. I think there is a long path behind you on your collectors journey if you're going from "Yeah, I absolutely respect this brand / watch" to "I actually spent the money on this watch and I'm glad I did so!" The latter is for me a clear sign of 'advanced watch collecting' as you probably only buy this piece if you have already seen and experienced all the 'classics' you mentioned in the beginning. Big congrats, brother!

[damachine]

I recently purchased a Zenith and I know the feeling. I'm already looking for my next one.

[jamesdillman]

That watch is stunning and outpaces a Rolex OP by a considerable margin. Well done, Bruce.

[yellowwducky]

Zenith is totally legit. My wife loves her love/heart/skeletonized chrono with a glorious see through back. She thinks Rolex are boring. Absolutely no reason to not get a Zenith.

[livelovelife]

I’ve just bought a zenith defy and watched this video review after the purchase, and let me tell you this video made my day and made me love my choice even more because I really didn’t want to wait 2-6 months on a simple black dial Rolex 😍👍🏻

[ramysulimani]

Fully agree, I just got my Zenith Revival today, and I cannot describe how satisfied I am with superiority (and rarety) of the watch.... Honestly it pays to have a kick-a** watch and walk in the street and NO one is so wearing something similar!!! Zenith is such a rare watch that only true collectors and enthusiasts wears them...

[googleuser]

Zenith is an amazing brand! I wish them all the success in the world and hope they never become as snobby as Rolex. I love my Defy 21!

[adrianlovett]

I first saw Zenith in New York City, they blew me away and were my first luxury purchase . I have since experienced Rolex and GS, and love them
all but Zenith will always be first .

[tanmaymanohar]

Congrats Bruce--wonderful choice and looking forward to your review!! Here's my mini review as a two-year owner for those considering it. My wife went in on it with me as an engagement present when we were in Barcelona in mid-2019. We got a good deal from the AD and enjoyed the champagne + chocolates experience. Obviously considering its personal meaning to me resale wasn't really a factor but getting it below retail--and before the recent retail price hike--was definitely a sweetener. Having studied engineering and micro-fabrication in college I was immediately drawn to the industrial style of the watch and it had been a grail since it was released. It's so much fun to look at and the bi-directional date is both useful and well-executed. The watch is obviously very light since it's made out of titanium but it doesn't feel "toyishly" light. Regarding legibility, in real life I found that when you look at it head-on it can definitely be busy, but when you hold it at any sort of angle (as can be seen in the wrist roll shots) the background becomes almost black, which really helps with contrast. Since the indices and hands are wide and on a separate plane, after a while you get used to focusing only on those when you actually want to tell the time. I got the gator/rubber combination strap because I loved how the blue of the strap made the blue chapter ring really pop. The only real con is that the deployant clasp can be a bit sharp/uncomfortable at the edges after long wears so I've now ordered a hybrid strap in a similar blue from Barton Bands with a standard pin buckle clasp. Bit of a shame to not use the original strap. Possibly the bracelet is more comfortable. The holes in the lugs are fairly close to the case so natos and other pass-through type straps are a bit too thick to use (though not sure you'd want to cover up the exhibition back anyway). I'm finding that straps with built-in quick-release spring bars are much easier to use if you want to strap swap. All in all if you go into it with your eyes open and it's the watch you actually want, you likely won't be disappointed. In two years across various watch meetups I've not yet run into another collector in the wild wearing this watch so even with Zenith's scale this will still be fairly unique.

[TheOnlyJamesRWalker]

My first "luxury" watch was a Zenith Captain Chronograph from 2010. I've owned it for many years now and even though other watches share wrist time it still brings a smile to my face every time I put it on. I love putting it up to my ear and hearing the El Primero running at 36, 000vph. No other movement sounds quite like it. I'm holding out for a Zenith Defy chronograph (non-open work) running on a 3600 calibre. If Zenith makes that then I'm buying it the day it comes out.

[cjsolarmusic]

Have a moonwatch and just picked up a chronomaster original since i think they feel totally different and its got me wanting to experience more of this brand. Got an explorer a while back and it kind of scratched the Rolex itch enough and I find myself wanting to experience other brands over more Rolex. Your videos definitely helped me find Zenith and I dont believe they are a consolation brand!

[eus]

I have an 80s Zenith De Luca Mk1. Totally different era but I LOVE it

[carolinaguy]

Beautiful watch Bruce. I'm with you, Zenith is a sleeper brand that is often overlooked. They manufacture some amazing timepieces. Love this watch. Obviously, Genta inspired and will be a classic. Thanks for sharing.

[stephengarratt]

Can tell your really happy with you purchase, that's fantastic!
The regular defy blue dial is amazing and the el primero is off the charts.

[koolpep]

Bought a Defy 21 El Primero last month with the solid panda dial - rare, discontinued and absolutely spectacular on the wrist. Now thinking of adding the Defy Elite too...