May 3, 2013
2013: In Keeping With Its Tradition
Zenith Continues To Innovate
When Georges Favre-Jacot started his watchmaking company in 1865
he was already convinced that emotion arises from a combination of daring and authenticity. Later
to suggest that his brand offered the ultimate in expertise and high standards
he renamed the company after the highest point in the sky: Zenith.
To view the Multimedia News Release, please click:
As an integral part of a brand's heritage, values enable the brand to construct a "moral framework," a guideline that underlies all of its external and internal discourse. Zenith's values have always clearly shown through in its decisions, actions, and collections.
Zenith can assert its brand identity: authentic, high-end, passionate and free-spirited. All these are descriptions that bespeak excellence and attitude, words that imply high standards and technical quality, but also emotion, and that are being translated into a new international marketing campaign, a new online presence, and a new booth at Baselworld 2013.
A new image means a new marketing campaign
The new Zenith campaign is an invitation to escape from routine. Featuring free, wide-open spaces, each seeming to reveal a mechanical or aesthetic detail, it vividly testifies that, for Zenith, excellence sparks daring. It pays tribute to the reaffirmed brand values: the authenticity of its watchmaking expertise; the bold daring of its enterprising spirit; and the unique pleasure of the timepieces it makes.
The admirable complexity of the movements and the aesthetic appeal of its watches are revealed within scenery imbued with a sense of freedom. The images selected for the new press advertising campaign evoke dreams, emotions, sustainability, creativity, freedom, aestheticism and independence. They convey both the brand's history and its current news. Inspired by the daring that has always been part of the soul of the Manufacture, they hint that there are still many conquests to make, horizons to be explored and dreams to be fulfilled.