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By Laurent Martinez

The wonderful thing about the love of watches and horology is that you learn something new every day. You can learn about amazing companies, industry insiders, collectors, watchmakers and watches by reading books and articles, listening to podcasts, watching YouTube videos, and of course, talking with fellow enthusiasts. 

Oftentimes, you hear the same names—the famous watchmakers that have left a legacy behind or big brands that everyone wants.

However, sometimes you come across an unfamiliar name that’s worth learning about.

I was recently listening to John Reardon’s Collectability podcast, which focuses on Patek Philippe, while also reading George Daniels’ book about Abraham-Louis Breguet. As you likely already know, Breguet is recognized as one of the very best watchmakers of all time; he was also an excellent businessman who was ahead of his time.

In the book, Daniels explained that many collectors may be disappointed to learn that Breguet only built a few timepieces himself. He actually had a team of exceptional watchmakers to whom he gave a lot of freedom to develop and manufacture watches and clocks. Breguet would then inspect each piece to validate the work before sending them to clients.

A friend of mine, who is a watchmaker specializing in servicing grand complication pocket watches made by A. Lange & Söhne, Patek Philippe, Vacheron Constantin and other high horology brands, told me that he wanted to show me a watch signed “Louis Raby” and find out if I knew that name.

Who was Louis Raby?

The truth is, little is known in detail about watchmaker Louis Raby. I reached out to the archive of Napoleon III The Empereur in Compiegne, France, hoping to get some information. Unfortunately, they could not tell me anything.

His name appears in Dictionnaire des Horlogers Francais published by Tardy as “Raby – succeda a A. Benoit a Versailles.” In 1867, “il exposa une montre en aluminum” (he exhibited a watch in aluminum), which was an extremely rare and difficult metal to use and work with during the nineteen century.

Between the author G. H. Baillie (who wrote the book Watchmakers and Clockmakers Of the World), publisher Tardy, and one other spelling variation (Rabi), it can be pieced together that Louis Raby was the third or fourth generation of a watchmaking family working in Paris for approximately a century and a half.

In the book The Art of Breguet by George Daniels, he describes Louis Raby as being one of Breguet’s most talented pupils, surpassing even the Master in the execution of his own pendule sympathique. More details can be read in that book on pages 90 and 180.

A Breguet Pendule Sympathique from 1814.

Fine finishing

After doing this research, I sensed that Louis Raby had a lot of credentials and that his work would be spectacular. My intuition was correct; when I saw the Louis Raby pocket watch in person, it was magnificent. Even my friend Don Loke, who was the former head of the technical department at Breguet, was speechless upon seeing the quality of the watch. He said it was, “one of the finest finished watches from the 1800s that I have ever seen.”

The Louis Raby piece in question is a splendid quarter repeater pocket watch with an instantaneous jump calendar with day, date, month, and moon phase. It is also the first pocket watch Don saw with a gold train through the repeating mechanism.

The level of quality and work on this 300-plus-part timepiece is outstanding. Don details the hard fire enamel white dial, followed by the blue enamel moon phase disk. In this video, Don presents the watch in detail including all parts of the movement. It is a real journey of beauty.

What makes these timepieces so valuable is a compilation of many things, but mostly name (provenance), complication, dial, screws, and quality. This was probably a pocket watch commissioned by the Emperor since the quality of the work is so remarkable. Don shares how he services a watch and the process he follows. It is a work of art. In the video he shows us how to put back the dial and hands – and the meticulous work it takes to do it.

I invite you to watch the video to not only discover this astonishing piece but also find how a watchmaker services a timepiece by walking us through the complexity and precision of timepieces. The video ends with the presentation of his next project and introduces us to his watch collection called D Loke, which includes his double escapement patent.

 

Laurent Martinez is the proprietor of Laurent Fine Watches, Greenwich, Connecticut. Read more by him at blog.laurentfinewatches.com or visit his store’s site at www.laurentfinewatches.com

 

At the end of the year, it’s time to note our favorite 2022 debut watches.

Below is the fourth and final installment of our four-day review of our favorites, in no particular order.

 

Hublot: Classic Fusion 45mm Brown Bronze

For U.S. collectors, Hublot offers its 45mm Classic Fusion three-hand date model with a new brown dial and limited edition bronze-cased dress.

The handsome dress model, one of the watchmaker’s most unadorned watches, is simplicity at its core, with a classical time and date display framed by a hand-brushed bronze case and matching bezel.

Strapped to a chocolate brown alligator strap and powered by Hublot’s own Caliber HUB1112 automatic movement, the Classic Fusion 45mm Bronze Brown is available only through Hublot.com to customers in the United States of America. Hublot will make thirty watches with this unusual combination of materials and colors.

Hublot explains that the limited edition launch is meant as “a celebration of the intrepid lifestyles (that were unexpectedly put on hold for so long) and a demonstration of Hublot.com keeping pace with their clients and their adventures and pursuits.”

 

 

Ulysse Nardin: One More Wave Diver

Ulysse Nardin commemorated Veteran’s Day in 2022 by launching the Diver Chronometer 44mm One More Wave, the second watch built in collaboration with One More Wave, a non-profit organization that assists wounded veterans through surfing and artistic therapy.

Rather than the 1,000-meter-water-resistant, 46mm Deep Diver with helium valve we saw in 2019 with the premiere One More Wave model, the new watch offers an ‘everyday wear’ option to buyers.

It draws from the watchmaker’s Diver collection of 44mm, 300-meter models with more classical crown placement and no helium valve. Ulysse Nardin outfits the new watch with its excellent in-house UN-118 automatic movement. 

The Diver Chronometer 44mm One More Wave also more prominently displays the One More Wave iconography and features the organization’s distinctive turquoise color on its hands, the top of the bezel and on the lower strap connector (on the OMW logo). The watch’s black DLC titanium clear sapphire caseback is also engraved with the One More Wave logo.

Jean-Christophe Sabatier, Ulysse Nardin chief product officer, explains that for the new watch, Ulysse Nardin worked closely with One More Wave founder and former U.S. Navy SEAL Alex West and his members to strongly emphasize the organization.

“I particularly like the way the hands line up perfectly with the 0 at the top of the bezel and with the logo just below the case, all with the same color,” Sabatier says.

The San Diego-based One More Wave has been assisting disabled veterans since 2015 and owns and operates its own surfboard factory to make custom surfboards for wounded and disabled veterans. 

Now supporting 600 veterans, the organization aims to support 2,500 veterans with its ongoing fund-raising efforts. “We would not be the same organization we are today without the support from Ulysse Nardin,” says West. 

The Ulysse Nardin Diver Chronometer 44mm One More Wave is a limited edition of 100.  Price: $11,500.

 

Bell & Ross: BR 05 Copper Brown 

Bell & Ross added a fourth dial color, copper brown, to the BR 05 collection, the watchmaker’s series of round-corner square-case watches with round dials and integrated bracelets.

The new BR 05 Copper Brown watch joins existing models in the collection with black, silver grey and navy blue dials.

Bell & Ross introduced the BR 05 in 2019 as a contemporary version of its well-known square-cased BR 03 collection. BR 05 signaled the brand’s entry into the expanding field of Swiss-made 1970s-style steel watches with integrated bracelets.

The new watch’s golden-brown dial is finished with a sunburst pattern. Made specifically for the new model, the dial finish and color requires Bell & Ross artisans to micro-engrave the metal plate of the dial in a circular pattern. Then, technicians add several coats of transparent brown varnish to the metal plate, creating a sense of depth.

Bell & Ross then adds the same metallic color to the indexes, which creates “the effect of a block of metal simply adorned by its sunburst brown dial,” according to Bell & Ross. The dial’s hands, indexes and numerals are coated with SuperLuminova.

The watchmaker will offer the BR 05 Copper Brown with either an integrated polished and satin-finished steel bracelet or on a sporty brown rubber strap.

Bell & Ross powers the watch with its Sellita-based BR-CAL 321 automatic movement. With the watch’s sapphire case-back the owner can view the caliber’s oscillating weight with sports-car-rim-inspired design.

Prices: $4,600 on rubber strap and $5,100 on a steel bracelet.

 

Parmigiani Fleurier: Tonda PF GMT Rattrapante

Parmigiani Fleurier debuted a terrific world-first complication at Watches and Wonders 2022 with the Tonda PF GMT Rattrapante. It conveys flyback capability to a subtle GMT hand, all powered by a new in-house PF051 caliber with a 48-hour power reserve.

The new watch nicely extends the sartorial approach to dial and case design embodied within the entire Tonda PF collection, which Parmigiani Fleurier debuted last year to much acclaim. 

The new complication makes it a simple task to set and read two time zones. With two hour hands initially superimposed, the wearer need only press the pusher at 8 o’clock to advance the upper rhodium-plated gold hand dedicated to local time. Each press moves the hand one hour forward. This action reveals the rose gold hour hand, which displays time in the wearer’s home time. The watch is then set, and both hour hands will convey the time in both locations with no additional intervention.

Once the wearer returns home, he or she simply presses the crown-integrated rose gold push button to instantly ‘fly’ the gold hand back underneath the rhodium-plated hand. 

These simple gestures engage a sophisticated flyback mechanism that on most watches operates a chronograph seconds hand, which here does not exist. Instead of timing two separate events, the job of traditional flyback complications, this patented Parmigiani Fleurier invention is employed to clear the dial of its third hand. 

This enables an even clearer view of the hand-wrought barleycorn guilloché pattern blue dial framed with a sandblasted minutes track. As with every steel-cased watch within the Tonda PF collection, this GMT is also further framed with a finely knurled single-piece platinum bezel.

For many at Watches and Wonders 2022, this Tonda PF GMT Rattrapante was among the show’s highlights. It is certainly the purest GMT we’ve seen and a welcome display of restraint amid a torrent of grander world-timers and dual-timers displayed across Geneva. Price: $26,800.

 

Bulova: Avigation Hack A-11

Bulova expanded its vintage-inspired collection of military watches with the new Avigation Hack A-11, an updated version of the WWII-era Bulova A-11 watch.

The original Bulova Avigation Hack A-11 watch was issued to U.S. soldiers during WWII and was one of the first watches of its kind. Its dial was highly legible with luminescent numerals, hands and markers while its large crown and solid one or two-piece straps were ideal for constant wear.

The watch and many others like it were known as ‘hacking’ watches because soldiers could pull out the crown and stop, or ‘hack’, the seconds hand at the 12 o’clock position to synchronize their watches. With a now-small 32mm case, the original A-11 was specially made for navigation. 

The new model retains the original’s clean dial and distinctive coin edge case while expanding its color options and, literally, its case size (now at 37mm). Bulova is purposefully differentiating the new Avigation A-11 Hack watch from the many other military watches in its collection with a more contemporary color combination, namely a blue dial with red accents on a brown NATO strap.

Bulova stamps the back of the new watch with the same Military Spec information seen on the original A-11. Inside the new Avigation Hack A-11 you’ll find a reliable automatic movement (Miyota 82S0 3-hand movement with hack feature) boasting a 42-hour power reserve. Price: $450.

 

Tutima: Patria Small Second

Tutima expands its high-end Patria collection with a 43mm rose-gold-cased Patria Small Second model topped with rich blue dial—a new combination for the series.

The Glashütte-based watchmaker reserves Patria for its dress-watch designs fitted with its in-house Caliber 617, a stunning hand-finished manual-wind movement.

Visible through the sapphire caseback, Caliber 617 displays classic Glashütte-style assembly that includes a three-quarter plate, here set with three ruby bearings set in gold chatons.

Note too the very nice sunburst finish on the winding wheels set with a special ratchet with steel springs polished by hand. And Tutima tradition calls for polished rather than Swiss-style blued screw heads, all of which are also quite visible through the clear back. 

A beautifully polished and skeletonized balance cock adds symmetry and technical strength to the scene, holding a balance that oscillates at a frequency of 21,600 vph.

While we’ve seen a blue dial in the existing Patria collection, that model is framed in a steel case and appears to reflect a slightly lighter blue hue. With its more luxurious aspect, this newest blue-dialed model serves as a background for hand-polished golden hands and indexes—including those within the seconds subdial. 

The Patria series reminds collectors that Tutima’s style of Glashütte manufacturing reaches beyond the sporty and military models for which it is best known. This newest model again convinces us that alongside its tough timepieces Tutima also produces technically astute, richly finished dress watches.

Price: $21,000.   

 

Louis Vuitton: Tambour Twenty

To celebrate the importance of the Tambour collection to its success as a high-end watchmaker, Louis Vuitton earlier this year launched the Tambour Twenty, a limited edition chronograph of 200 pieces that pays tribute to the original Tambour.

For the limited edition, Louis Vuitton revives the original Tambour’s deep, flared steel case that widens at its base (tambour is French for drum).  The celebratory watch is again engraved around its 41.5mm case with the twelve-letter Louis Vuitton name, with each letter corresponding to each hour marker.

And as on the original series, the new limited edition model features a sun-ray brushed brown dial that displays seconds with a long yellow hand colored to echo the threads Louis Vuitton utilizes in much of its leatherwork.

While ETA-based movements powered the original Tambour time-only and GMT models in the premiere series twenty years ago, Louis Vuitton strategically teamed with its sister company Zenith to supply the base movement for the first Tambour chronograph.

That movement, the LV277, based on a Zenith El Primero caliber, again powers the new watch, offering the high-frequency, tenth-of-a-second precision built-in to Zenith’s famed series. Louis Vuitton has placed a 22-karat-gold rotor on the movement, which offers fifty hours of power reserve.

Louis Vuitton offers the Tambour Twenty as a limited edition of 200 watches, each priced at $17,800.

 

Happy New Year!

Jean-Christophe Sabatier, Chief Product Officer at Ulysse Nardin will speak about The Freak, one of the Le Locle-based watchmaker’s best known timepieces, at the upcoming Horological Society of New York (HSNY) lecture on Monday, November 7.

Jean-Christophe Sabatier, Chief Product Officer at Ulysse Nardin.

Sabatier’s lecture is the latest of the HSNY’s monthly lecture series. It will take place at 7 pm at the General Society Library on 20 West 44th Street in New York.

Sabatier is responsible for the brand’s product range from design of new collections to market distribution. He will discuss how the Freak has been a significant contributor in establishing Ulysse Nardin as an independent integrated manufacture. Sabatier will also discuss its history, cutting-edge components and more. He will be joined by special guest Kris Endress, Ulysse Nardin’s Head Watchmaker. 

Doors to the lecture open at 6:00 pm, and the lecture begins promptly at 7:00 pm.
Free tickets
are required to attend. Click here for additional details. 

Zurich-based auction house Ineichen Auctioneers will offer an enticing series of auctions featuring complicated watches during the final quarter of 2022. 

First up is an auction on October 29 that features more than thirty watches and will showcase tourbillons and open-worked (skeletonizied) watches. Part two of the series, slated for December 3, will focus on watches with chronograph and date functions. 

Notable lots for the October auction include a Vacheron Constantin Les Complications Tourbillon Ref. 30050, an MB&F LM Perpetual, a Girard-Perregaux Laureato Flying Tourbillon Skeleton, a Daniel Roth Tourbillon Perpetual Calendar, several stunning Jaeger-LeCoultre complicated pieces, an IWC minute repeater and a pair of Breguet beauties, among others.

At the October 29 auction: An IWC Schaffhausen Portuguese Minute Repeater Squelette Limited Edition.

“Despite their mechanical complexity, I think tourbillon watches and skeletonized pieces are the most visually pleasing. This auction is purely about joy-inducing aesthetics for me,” says Ineichen Auctioneers CEO Artemy Lechbinsky.

Here’s a peek at a few of the top lots for the October 29 auction.

Vacheron Constantin Les Complications Tourbillon (Ref. 30050/000P-7605) 

This early and rare tourbillon (dated 1990-2000) from Vacheron Constantin is cased in platinum 950 with a diameter of 38mm, a thickness of 11.5mm and a sapphire caseback.

Silvered gold dial with Clous de Paris guilloché pattern, Caliber 1760, hand-wound, double barrel. Functions: indication of time in hours and minutes, small seconds hand on tourbillon shaft, power reserve at 12 o’clock. Black leather strap, Vacheron Constantin half Maltese cross-shaped platinum pin buckle. Estimate: CHF 30,000-40,000.

 

Parmigiani Fleurier Tourbillon Chronograph Tondagraph Limited Edition (Ref. PFH236) 

An impressive limited-edition rose gold tourbillon and chronograph wristwatch. Estimated production period: 2013–2019. Case made of 18-karat rose gold, diameter 43mm and 13.4mm thick frames an  open-worked dial, sapphire caseback. Caliber PF354 is manually wound with power reserve up to 65 hours. Functions: indication of hours and minutes, small seconds at 9 o’clock, tourbillon at 6 o’clock, chronograph with central seconds hand and 30-minute counter at 3 o’clock, power reserve indicator at 12 o’clock. Original Parmigiani Fleurier black leather strap, made by Hermes, Parmigiani Fleurier 18-karat rose gold pin buckle. Limited edition of 30 pieces. Estimate: CHF 30,000 – 40,000. 

 

MB&F Legacy Machine Perpetual Limited Edition (Ref. 03.YL.BL)

The complexity of this fully integrated perpetual calendar developed by MB&F and Stephen McDonnell limits the production. The 581-component in-house movement was developed to eliminate the drawbacks of conventional perpetual calendars. It is designed to be user-friendly, ensuring that dates are not skipped or gears jammed. Adjuster pushers automatically deactivate when the calendar changes.

This watch forms part of a collection limited to twenty-five pieces that was launched in 2020. It is presented in a yellow gold case, which contrasts beautifully with the blue detail on the dial. High-end hand finishes that respect the 19th-century style can be admired throughout. The watch is fastened with a black leather strap with 18-karat yellow and white gold MB&F triple folding clasp produced by G&F Chatelain.

Estimate: CHF 80,000 to 100,000.

 

Girard-Perregaux Laureato Flying Tourbillon Skeleton (Ref. 99110-52-000-52A)

The numbered edition 42mm Laureato Flying Tourbillon Skeleton, first introduced in 2017, is produced exclusively in 18-karat gold. It is arguably one of the finest complicated luxury sports watches presented on an integrated bracelet.

Caliber GP09520-0001, which powers this model, is an extremely rare movement for Girard-Perregaux. It is equipped with a flying tourbillon, devoid of a bridge on the dial side, and features a proprietary design normally with three gold bridges. The GP09520-0001 is produced exclusively in the skeletonized version and was the brand’s first self-winding flying tourbillon movement. Estimate: CHF 60,000 to 80,000.

 

Daniel Roth Tourbillon Perpetual Calendar Retrograde Date ‘XV years’ Limited Edition (Ref. 199.Y.70.011.CN.BD)

This watch showcases a rare combination of complications: a perpetual calendar with two retrograde indicators (date and leap year), tourbillon and automatic winding functionality, which are powered by the DR740 caliber. All Ref. 199 sub-references were produced in very limited quantities and precious metals including platinum as seen in the current lot. It was launched in 2004 as a jubilee limited edition to commemorate the brand’s 15th anniversary.

Early Daniel Roth watches are known for their elaborate dials decorated with different guilloché motifs that highlight the placement of his signature blued steel hands as well as double ellipse-shaped Ellipsocurvex cases and haute horlogerie movement finishes.

This piece is one of the first generation (Mk1) releases of the Ref. 199 design. It features a solid dial as well as a guilloché small seconds subdial with three “XV” embossed inscriptions woven into the pattern. Such decoration is atypical of the Daniel Roth style. The presence of a tourbillon is indicated only by the inscription “Tourbillon” on the subdial because it is only visible through the sapphire caseback. There is also an engraved inscription “XV years” on the rim of the caseback. Estimate: CHF 30,000 to 40,000.

 

Breguet Classique Grande Complication Tourbillon ‘Senza B’ (Ref. 5357PT/1B/9V6) 

This rare and fine platinum tourbillon wristwatch was most probably produced in 2012. Case made of platinum 950, it measures 39mm by 8.9mm, with a signed crown, sapphire caseback, 18k gold silver-plated dial with hand-made guilloché decoration, recessed hours and minutes sub-dial, Breguet double secret signature between XI and XII and XII and I. The hand-wound caliber 558.1 is hand-engraved with Breguet hairspring. Functions – hours, minutes, tourbillon, small seconds hand on the tourbillon shaft. Black leather strap with Breguet platinum 950 double folding clasp.

This Classique Grande Complication Tourbillon Ref. 5357 was introduced in 2002 as a larger 39mm alternative to the original 35mm Tourbillon Ref. 3357 (initially 3350). Unlike reference 3357, Ref. 5357 featured a new single-layer solid-gold and silvered dial, decorated by hand-made guilloché pattern, with a recessed hours and minutes sub-dial and a round tourbillon aperture, but the same original Breguet’s hand-wound tourbillon caliber 558 (version 558.1). 

The reverse side of the movement deserves special attention – it is exquisitely and lavishly engraved by hand, and, moreover, there exists at least five basic engraving generations. The engraving of caliber 558 is done by hand and although it follows one of the 5 basic designs, the engraving is different each time in small details, and therefore any watch is essentially a unique piece. Estimate: CHF 30,000 – 40,000. 

Source: Ineichen Auctioneers

Earlier this summer, Zenith hosted collectors and enthusiasts at its Master of Chronographs exhibition in New York. During the special three-day pop-up exhibit and watchmaking clinic, the Swiss watchmaker hosted hands-on demonstrations of chronograph movements and displayed a room full of historical Zenith chronographs.

Zenith CEO Julien Tornare.

We spoke with Zenith CEO Julien Tornare during the event to learn more about the purpose of the exhibit. His responses are below.

 

IW: What do you hope people will learn about Zenith when they see this exhibition?

Julien Tornare: If they know about Zenith, then they probably already know about the El Primero. But they may not know about our history before 1969. My objective is to show that starting from the end of the 19th-Century the race for precision and chronometry began. That’s how we got to the El Primero.

In the 1960s we did not wake up and suddenly decide we were going to make super precise integrated chronographs. No. This started much earlier in the minds of our watchmakers.

This exhibit is to show existence of our heritage and where we got to where we are today.

At the turn-of-the-century, the only argument for the best watches focused on the most precise. In those days precision not only meant accuracy but also security. Sometimes it was a question of life or death, for example in an airplane or in a train it was very important to be precise.

There was no digital backup or satellite at that time. That was the ultimate proof of quality. Zenith has won with so many chronometry prizes, 2,333, out of which 233 or ten percent, were won by the Caliber 135.

Today most clients aren’t going to check the super precision of their watches. During those years this was key and Zenith was the leader. In this exhibition we display this point clearly.

 

Is Zenith planning additional vintage caliber projects similar to the Caliber 135 Observatoire Limited Edition with Kari Voutilainen?

I wish we had more of these. This is unique. When we started the project we begin talking about the commercial versions of the Caliber 135. But the extra-specialized versions of that caliber, which were made strictly for racing contests, will never be done again.

The Zenith Caliber 135 Observatoire Limited Edition, now sold out.

We have only a limited quantity of those. We use these to get them on people’s wrists because we believe this is the best testimony to our incredible past achievements. The remaining pieces we will keep in our museum. All of the recent debut pieces are already sold out.

The Zenith Caliber 135.

We will however have one more unique piece later this year with a different material, and a different dial, also by Kari Voutilainen. Phillips will auction that piece at the end of the year.

Many people wrote to me to obtain one of the ten limited-edition pieces. I told them you still have a chance when this piece comes to auction later this year.

 

Have the Skyline and new Chronomaster debuts met with your sales expectations in stores?

The Chronomaster Sport we cannot deliver fast enough. Our Defy Skyline is also very much in demand. The Chronomaster Open is just hitting the market now.

The Zenith Chronomaster Original.
The new Zenith Defy Skyline, also available in black or silver dial.

Is the Zenith Icons program growing?

This is a fantastic program, one of the most exciting projects we have started. It is more than a project, it is happening. But we don’t produce those watches so we have to look for them and acquire them. The main challenge is the sourcing. Most of the time we have to find their watches and go to acquire them.

Last year, we acquired between twenty-five and thirty watches and ninety percent of those sold out. So if you go to one of the five Zenith boutiques today where we have these icons, you will see a few, but many of them are empty. Sold out.

We cannot produce these, so this is a great concept but we need to acquire more of the pieces. We are fully prepared with the restoration capabilities.

The Zenith Defy A364-2 revives a 1969 Defy nicknamed the ‘bank vault” due to its rugged construction.

What are collectors looking for among the vintage Zenith pieces?

They are looking for a nice vintage watch that they know it is fully guaranteed and restored and certified by the brand. Many of them have purchased a vintage watch at auctions in the past. Or they bought them on other resale sites.

And when they receive their watch, it was not working properly. Or they realize much later that some of the parts in those watches are not genuine.

Available on the Zenith Icons site, this G581 was among the very first El Primero chronographs from 1969.

So we thought why not guarantee that you were getting something fully perfect. I’m not excited as much about the revenue from this project, but more about the concept and the message we give to our clients.

 

What is that message?

The message is that Zenith does commit. We will restore and repair every single watch since day one. You know there are some brands that just will not repair their own watches after twenty or thirty years. I don’t want to do that. I want to be sure that if anybody buys our watches, old or new, we can always restore them.

That is a strong message. The inspiration is there. When one of our employees is wearing an A386 from 1969, and we want to sell a new Chronomaster Original, the speech is right there. Just the presence of the vintage pieces in the stores will help sell the new pieces.

The Zenith A386 was launched in 1969 in a more classical round-case with straight lugs. This example is offered at the Zenith Icons boutique in Shanghai.

 Are the late 1960s pieces currently most in demand among the vintage items?

Yes, primarily the A386, A385, A384. We are just starting to see interest in some of the vintage Defy pieces. The A277, the earlier Chronomaster Sports.

Next year we will begin the new generation of pilot watches, so I expect vintage pilot watches to also come back in demand.

The Zenith Defy 21 Chroma.

Why should a watch collector today choose a new Zenith Watch?

When you buy a Zenith you buy three things. You’ve buying a brand that has a strong heritage. And when you get to know the brand, our history is so rich. This is a very important and it speaks to our legitimacy.

The new Zenith Defy Extreme E Island X Prix.

Second, look at our authenticity. At Zenith I can tell you that all of our stories are authentic. There are other brands that are successful commercially based on good marketing. Do you want to buy a marketing story or a true story?

Finally, we express our history in a very contemporary manner. We have, for example, the big Defy Extreme but also the Caliber 135, which is super elegant and decorated by Kari Voutilainen. We can do both of these things. We have the heritage, we focus on authenticity­ – and we exist in the 21st-century.