Baselworld 2016 provided Zenith with the opportunity to unveil its latest models. The company also announced a number of global partnerships and sponsorship activities, illustrating its intention to anchor its image to that of vintage style and authenticity. Zenith is hoping to stand out from the crowd by exploring new horizons. The challenge is to embrace the future while respecting its 150-year-old watchmaking heritage. And the brand promises a succession of surprises throughout the year.
The first partnership it unveiled was with the Distinguished Gentleman’s Ride, an international organisation founded in 2012 by Australian Mark Hawwa. Motorcyclists from all over the world are invited to don their smartest suits and mount their bikes, to enjoy a ride in good company and raise money for prostate cancer. In 2015 the DGR brought together more than 38,000 gentlemen in 410 cities and 79 countries, and raised more than 5 million dollars. These rides, celebrating the vintage flair of Don Draper of Mad Men, are perfectly in tune with Zenith and its history. The company has also unveiled a new timepiece to reflect this partnership: the Heritage Pilot Café Racer. As its name suggests, the watch draws inspiration from the Café Racer, a motorbike movement that arose in 1950s Britain. At that time many motorcycle enthusiasts would strip down their bikes to make them lighter, the better to zip quickly between cafés at speeds that could reach 100 miles an hour (160 kph).
With its hefty 45 mm case in aged steel, and its rubber-lined oiled nubuck strap, the Heritage Pilot Café Racer has a robust appearance with retro accents. This powerful and masculine watch is driven by the legendary automatic El Primero 4069 chronograph movement. It offers central hour and minute functions, small seconds at 9 o’clock and a chronograph, and boasts a 50-hour power reserve.
Another creative field for Zenith is that of classic cars. The Le Locle manufacture has for many years maintained an association with this prestigious niche, which shares the same values of technical excellence and timeless mechanics. In 2016, on the strength of these partnerships, Zenith will be reaching out to classic car enthusiasts all over the world at more than 50 events. The El Primero 36,000 VPH Classic Cars is a sporty piece with classic accents, targeted at vintage racing car enthusiasts. Its brushed steel 42 mm case encloses the automatic El Primero 400B chronograph movement. This movement, which contains 326 components, is wound by an oscillating weight decorated with Geneva striping, and drives central hour and minutes, small seconds, chronograph and date with a power reserve of over 50 hours. The rubber-lined perforated brown calfskin strap gives an elegant vintage touch to this model, specially created to celebrate Zenith’s partnership with the world of classic cars.
